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NeoNiche denes, designs and delivers tailor made experiential marketing solutions for its
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Life in the digital era: food,
shelter, clothing and Internet
NeoNiche Integrated Solutions Pvt. Ltd. 02:09 NeoNiche , Prateek N Kumar
MUMBAI: As the lines blur between the
real and virtual, many brands are making
an eort to create a virtually real world to
reach out to the audiences/consumers.
Especially, when technology allows them a
two-way communication with their target
audience unlike before when they were
left doing only the talking.
Not only do consumers respond in real
time on the digital platform, it is a faster,
more measurable and result-driven
medium that helps brands understand their user base, increase revenue and reward
loyalty.
Says Priti Nair of Curry Nation: A good digital campaign can reach out far and wide as
compared to any other medium and that too at a throwaway price. Also, the longevity of a
good campaign is far more on the digital platform than any other medium. All these make
digital a medium worth checking out.
Recently, the agency created a digital campaign for Nirlep - Khaate peete desh ka rakhwala
which revolves round Indians love for food, sending out a tongue-in-cheek message that
healthy eating is still possible with Nirlep non-stick cookware.

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The best part about a viral video is it gives you a lot of space to play around. Interesting
characters, situations can be explored. Using the slogan of Yes We can with food was
both, entertaining enough as well as informative, says Nair about the campaign.
Says NeoNiche Integrated Solutions MD and CEO Prateek N Kumar: With digital and
technology, the skys the limit. If you can dream it, you can build around platforms to really
make those elements come to life in real time. A well thought of digital plan also has the
capacity of creating WOM and going viral, the ROI is literally exponential compared to
traditional media.
While digital and social media is constantly evolving and is still uncharted territory for most
marketers, the basic principles of communication remain the same: Who are you trying to
reach, where are they and what excites them?
Not so long ago, FoxyMoron launched a digital campaign No Pimples, No Marks for
Garnier Pure Active. A fun take on popular movies, posters were released titled Rowdy
Pimple, The Dirty Pimple, Pimple Tum Kab Jaaogey and I Hate Pimple Storys which conveyed
how pimples havent spared Bollywood either.
FoxyMoron co-founder and online strategist Harshil Karia believes one should use a
medium which requires you to only spend to achieve success. This is a slightly touchy
topic as social media increasingly spawns ideas from scaling organically. For instance, on
YouTube, the organic percentage of video views or on Facebook, the organic percentage of
fans has considerably reduced. Since both these are dominant mediums, its a challenge
but try to nd holes within the mediums where organic percentages are high and capitalize
on them. For example, on Facebook, there was a time when video organic views were
extremely high because Facebook was pushing a video agenda. Similarly, as Google
pushes a social agenda, its propensity to help brands scale organically will be higher, he
explains.
The brand must know its audience even better than itself. Otherwise, whatever be the
strategy, it will never be seen or heard by the right people who matter.
Karia gives the example of HULs Lifebuoy campaign, Help a child reach 5, which tells the
story of how a father celebrates his son completing ve years of age and has a heart-
warming and thought-provoking concept at its core. The YouTube video went viral and
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garnered over 10 million views.
Digital gurus believe that in the era of smart devices and social handles, the basic
necessities of mankind have changed from Food, Shelter and Clothing to Food, Shelter,
Clothing and Internet. With brands latching onto this trend, it will only help them garner
user intelligence in real time something the traditional marketing mix cant help them
achieve.
Men who Matter : Prateek
N. Kumar, ...
Creating meaningful
experiences not...
Life in the digital era: food,
shel...
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