GUIDE THAT FIGHTS CORONAVIRUS

We all know how #coronovirus has been spreading all over with cases being detected across multiple continents. 

We also know how prevention is better than cure and boosting our immunity is one way to avoid coming under attack. 

However, there are other simple but important steps too that will keep us all protected.

I am sure that people in #India would have seen this #Lifebuoy print ad that they released a week back, using the abbreviation of F.I.G.H.T.S to educate and inform people on what else they can do to fight the virus. 

Other than the use of the abbreviation, what also strikes you is the bold move by the brand to name four of its closest competitors in the same ad - Lux, Dettol, Santoor and Godrej No. 1

People who consider this as a marketing or a publicity stunt need to think again. No other brand had done this and not many brands can pull off something like this. 

This is a sign of a brave and secure #brand that sees its purpose to be more important than a mere piece of advertising.

It is no surprise that this comes from #Unilever as they strongly believe and follow purpose in their communication.

INDEPENDENCE DAY - LIBERTY

This year, India celebrated its 73rd year of Independence on 15th August with the hope and promises of the nation progressing further and taking another step in becoming a super #economy. This means change for the better. A nation only changes when its people change and their mindset evolves. These can be small or big changes, verbal or non-verbal changes, behavioural or attitudinal changes. Here is a powerful ad by Liberty on this Independence Day that makes you pause and reflect. The voiceover by Piyush Mishra does justice to what is being said. I also like the wordplay and the use of the brand name to talk about Azadi - Liberty. The video will surely get buzz, eyeballs and earned media. It is already being shared on #socialmedia. Not sure how much of that would translate into #sales, but sometimes brands need #salience to come back into the consideration set.

#advertising #communications #kunalviews #brands #momentmarketing #contentmarketing #earnedmedia

NEVER UNDERESTIMATE THE POWER OF A LOGO

Lacoste gives us that lesson in an absolutely brilliant and creative way by changing its iconic crocodile logo to other animals!

Why?
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#Lacoste has done a 3 year partnership with the International Union for Conservation of Nature (IUCN) and launched 'Save Our Species' campaign with the objective of raising awareness of endangered species and those animals’ dwindling numbers. 

In order to make people sit up and notice, Lacoste changed its crocodile #logo to the logos of the endangered species like The Burmese Roof Turtle, The Javan Rhino, etc. and started selling those polos in their stores last year. The response was phenomenal and all the inventory got sold out very quickly. 

This year again, they have replaced the logo on their white polos with a different set of 10 endangered species. These polos will be available across 9 cities worldwide. The number of T shirts made for each species is equal to the remaining population of that species that still exists on the planet. 

The profits from this sale will go to the IUCN for their work in protecting the species.

Such a simple idea, and yet such a powerful impact!

hashtag                                     #marketing #impact #cause #purpose #creativity