Larger Goal Beyond A Campaign



Over the span of my two-decade career, the media landscape has been dominated, making it challenging for impactful campaigns to gain attention. Here are a few advertisements that have recently caught my attention:

1. Cadbury Advertisement:

Cadbury's ad shattered stereotypes, redefining the love for chocolate. The campaign was such a colossal hit that Cadbury recently recreated it. The new version features a female cricketer hitting a six, and a male spectator rushes onto the field, dancing in joy. This departure from the earlier format, where a male cricketer celebrated and a female spectator danced, adds a refreshing twist.

2. Dove’s The Beauty Report Card: #StopTheBeautyTest:

Dove's ad delves into the ingrained beauty-based judgments faced by young girls. It urges consumers to stand against societal beauty standards and embrace inner beauty. The campaign boldly states, "Her face and body are not your mark sheet. The biggest test Indian girls face in their school years is the beauty test."

  • https://youtu.be/mv_1W3ss408?si=6GoLaFjzOB_rK8L2

3. Phased Campaign that Captured My Attention:

Recently, a campaign has piqued my interest, unfolding in distinct phases: Seeding, Testing, and Concluding.

  • Seeding Phase: A dedicated group ensures that the message reaches each household personally, acting as a booster to PR efforts. To engage citizens, a handful of rice from Ayodhya is provided, encouraging them to celebrate the inauguration at home, akin to Diwali. India may witness two Diwalis this year, perhaps becoming a regular occurrence.

  • Testing Phase: On D-Day, January 22, 2024, reminiscent of Mr. Goswami's iconic show "Nation Wants To Know," the nation will gauge the results of the seeding phase. Metrics include who attended the inauguration and the nationwide celebration count. This phase is about testing, not concluding, as the response will guide adjustments to strengthen the government in the upcoming election.

  • Concluding Phase: With data from the testing phase, AI is employed to predict outcomes. Personalised campaigns are then crafted based on clusters and their intent scores. The aim is to convince those already on board, bring fence-sitters to their side, and address the concerns of those not yet convinced.

This campaign may center around the inauguration of the Ram Temple, but its ultimate goal is to secure re-election with greater success.

Closing Thoughts:

While the inauguration of the Ram Temple is a monumental moment for Hindus, caution is advised to prevent sentiments from turning into religious intolerance towards other faiths. As the saying goes, "United We Stay And Divided We Fall," emphasizing the need for continued unity.

Looking ahead, there is hope for more significant and effective campaigns, empowering underprivileged citizens not only to meet their daily needs but also to foster sustainable growth, contributing to India's journey as a powerful nation

 

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