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Experiential Marketing and Swadeshi Movement in India

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Experiential Marketing in recent years is catching the momentum and more companies are gearing up to start such campaigns to attract consumer’s attention emotionally, practically and rationally. Its aim is to create some kind of connection between a product and consumers. It allows consumers to respond to a product emotionally and/or practically. Experiential marketing campaigns need to be creative and ad campaigners must be aware of their target audience and site locations.

Gone are those old days when advertisements used to be jingles or mere a poster, now there is a steep increase in the number of television ads which involve the viewers emotionally, either through their sense of humour or by leaving tears on their eyes but still getting a positive attention towards their product. However, experiential marketing is not restricted to the television ads, but various campaigners have used their creativity to attract the consumers to their product by allowing them to interact with the advertisement in the physical world.

Some Interesting Examples of Experiential Marketing

 

One of the recent and very popular experiential marketing campaign was executed by Coca Cola in National University of Singapore. A vending machine was installed which would give a free can of Coca Cola when hugged tightly, this became very popular with students of the university and the campaign became very popular worldwide that almost all the major business and news journals covered it. It was a creative idea implemented by Oglivy and Mather of Singapore for the cola company. Leonardo O’Grady, ASEAN IMC director of the Coca-Cola Company explains: “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”

 

coca cola hug machine
Coke Hug Machine in National University of Singapore, Source unknown

World renowned automaker Volkswagen surprised newsreaders in India on 21st September, 2010 by giving them the first of its kind experience of a talking newspaper. As soon as readers opened the Times of India or The Hindu newspaper; a light sensor would activate a recorded advertisement announcing the arrival of “a perfectly engineered car” – the Vento. It not only did help Volkswagen, but also the newspaper companies which received appreciations by the readers. This creative idea was implemented by DDB India. Speaking on this, Lutz Kothe, head of marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a way of life, it extends beyond our cars to even the way we communicate which reflects in this initiative.”

 

BBC see both sides of the story
BBC World ‘See both sides of the story’ ad

 

BBC started utilizing the corner walls for their campaign “See both sides of the story” this advertisement literally allowed the public to see the two sides giving the message that BBC has an unbiased approach and covers both the sides of the news from every point of view.

 

Folgers coffee street ad
Folgers Coffee Street Ad
Folgers coffee in New York City turned ordinary man holes into steaming cup of hot coffee. In the busy city like new york where finding a banner space to showcase your ad is also difficult, Folgers came with an idea of using man holes for their advertisement campaign. Which no one would have ever thought of before, it is not just extremely creative, but it is also impossible to be missed as millions of people walk on the streets of New York everyday.

 

duracell escalator ad
Duracell Escalator ad

 

Duracell used the escalator’s base to advertise their batteries. The campaign involved placing a 3D sticker of Duracell batteries showing as if the escalator is being powered by their batteries. This gives an impression of the high power and potential of their product, although it may not be possible to power a whole escalator with a pair of two standard AA size battery cells.

 

While all over the world innovative ideas have been coming up to create a difference on how consumers behave towards their product, Television ads have reached a new high in attracting consumers with their all emotions involved as people cannot interact as much physically as in real life, the only scope for the advertisers is to directly strike consumer’s passion and emotions.

Swadeshi Movement Connection

 

In India, Indian companies have been using experiential marketing with the formula of their national identity. Time to time companies create advertisements to make Indian consumers aware of their Indian origin. Such campaigning idea has its roots in Swadeshi movement. It was a movement to weaken British Empire in India economically and create better economic conditions within India and Indian people by abjuring English products and using only Indian made and Indian origin products. As described by Mahatma Gandhi, the movement was of utmost important  for swaraj (self rule). The movement was mainly propelled by Aurobindo Ghosh, Lokmanya Bal Gangadhar Tilak, Bipin Chandra Pal and Lala Lajpat Rai who were full with enthusiasm and anger after the partition of Bengal.
People gathered and burnt all the imported clothes and products they had, they boycotted buying any foreign product, even imported sugar. Local industries, handicrafts, small scale workers and farmers gained a lot, creating a better integrated economic structure among Indians and demoralizing English rulers whose one of the main purpose of being in India was its market.
Indian companies are still active in tapping that general mindset among Indian people and making them realize their greatness as their products are of Indian origin. It could be another form of experiential marketing as it is only on television, but still allows consumers to interact with their emotional senses. Watching such advertisements on television, consumers are able to connect to those times when their ancestors or they themselves had struggled to get rid of the foreign rule. It fills the public with enthusiasm, patriotism and passion and allows them to better interact emotionally with the product.
Today almost all the major Indian brands have harnessed the potential of Swadeshi movement in the current scenarios. Videocon coming with the tag line “Indian Multinational” in their ads became very famous at the time when Indians realized that the country is moving ahead with a very fast pace. Indian actor Shahrukh Khan would appear on the television sets and say “the Indian Multinational”.
An Indian man would appear on the television screens flying from India to the different countries showcasing the cultural icons of those countries, chanting “vande matram” Aditya Birla Group came up with the tagline “Taking India to the World”, making Indians realize the value of their company how they are making the brand name “India” more popular in the world.
TATA group came with an advertisement showing a little girl how proud she was to see an Air conditioner, which is still out of reach from for many Indians living in Indian villages. The girl insists on Voltas Air conditioner’s Indian origin and says “India ka AC” (Air conditioner of India). Voltas air conditioners are considered to be cheaper, more efficient and powerful.
When India opened its doors for the international companies after liberalizing its economy in favour of globalization in 1991. There was a fear that local Indian companies might lose in competition with the matured brands from the developed world. However, today almost in any sector Indian companies are able to outperform their foreign counterparts. There are many reasons for this, one being that Indian markets were opened quite at later stage when government had realized that Indian companies have got matured enough. But one of the major reason is also that Indians of today’s generation have started preferring India brands once again which is indeed because of such advertisements that connects people to Swadeshi movement.

Taking example of the auto industry, three out of top four auto companies in India are Indians by their market share. Leaving behind other companies who have a great foothold all over the world.

  1. Maruti – 40% (India)
  2. Hyundai -13.88% (South Korea)
  3. Tata – 13.12% (India)
  4. Mahindra – 7.89% (India)

Source: rediff.com

Recently India observed telecom revolution, which has penetrated even the remotest parts of India, this was due to the result of aggressive competition between government-private and private-private companies. Today almost all the big names in India like Tata, Aditya Birla Group, Videocon, Reliance, Bharti are in telecom business. Again among the top four mobile carrier services in India, three are Indians.

  1. Airtel
  2. Vodafone
  3. Idea
  4. Reliance
When it comes to bank, Indian banks receive tough competition from global players like Citibank, HSBC and Deutsche Bank, however when it comes to the best banks in India including foreign and domestic, all top seven positions are occupied by the Indian ones.

 

best banks in india
Source: Business Today

 

Experiential marketing is anything that allows users to interact with their products either physically or emotionally. Some creative campaigns can become so popular that they might start attracting consumers out of the targeted area bringing more profit, revenue and popularity. Implementing such creativeness could be costly, but if researched and analyzed properly, it can bring good results, especially brand popularity and name.

 

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Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

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What are EDC products, and why should you always have them?

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edc gear

EDC gear includes products that have become indispensable for improving one’s quality of life. These are the tools and implements that can solve everything from simple daily tasks to being vital objects capable of saving lives.

Regardless of the lifestyle you lead, there are countless situations in daily life where you need a tool or item that helps resolve inconveniences or facilitates completing tasks. This is where the category of products known as EDC (Every Day Carry) comes into play. EDC includes a variety of items that are necessary in unexpected moments.

For these tools to truly be useful in daily life, they must be durable and of high quality. For this reason, it is highly recommended to choose selected EDC gear by Onibai.com, an Italian brand with extensive experience in selling this kind of exclusive everyday carry equipment. The brand offers a wide selection of well-crafted, durable products that meet the demands of everyday carry needs.

Knives: essential for multiple situations

Knives, or EDC blades, are among the most essential tools in any EDC kit. In fact, they are often seen as a symbol of someone who is prepared, practical, and functional. Whether it’s opening packages or envelopes, cutting cords or ropes, or other simple daily tasks, a suitable knife can make these activities much easier. Additionally, a good knife can serve as a means of self-defence in case of sudden attacks.

Over time, the design of knives has evolved and diversified. Daily-use knives are now specifically designed for lighter cutting tasks, such as those mentioned earlier. Tactical knives, on the other hand, are made for more intense scenarios. They are stronger and reinforced, often designed for high resistance or self-defence situations.

Urban knives, tailored for city dwellers, are built to meet the needs of individuals in modern environments, so they often feature sleek finishes that complement contemporary lifestyles. Another popular category is multi-tool knives, which are designed to handle a variety of tasks. These knives have the resilience and sturdiness of a 3-inch blade while also fulfilling the precision requirements needed for various EDC tasks.

Other essential EDC products

In addition to knives, there is a wide range of other EDC products that are indispensable in daily life. One of these is, undoubtedly, a reliable wallet. A well-designed wallet needs to be robust enough to withstand daily use while keeping essential items like bank cards, identification documents, and more, safe and in good condition.

Flashlights are also vital components of any EDC kit. These tools are incredibly useful in many situations, particularly in dark environments or emergencies where additional lighting is critical. When selecting a torch, factors such as battery life, size, portability, and brightness should all be taken into account.

Purses, fanny packs, or backpacks also play an essential role in everyday carry. These items are where people store the various EDC products described above. They usually come with several compartments and are available in different sizes and materials, depending on the person’s style and daily activities.

Other items that are part of an EDC kit include beads and cords, Velcro patches, bottle openers, multi-functional key organisers, as well as durable, long-lasting, and stylish pens that adapt to any situation and lifestyle.

An interesting category of EDC products includes stress-relief toys for adults, which provide a means of alleviating daily stress. Popular options in this category include fidget spinners, fidget sticks, stress-relief sliders, poker chips with buttons, and mechanical coins. These items not only serve as a source of relaxation but can also be a fun and effective way to manage anxiety and tension during the course of a busy day.

In conclusion, EDC gear is not just a set of tools but a lifestyle that reflects preparedness, practicality, and a proactive approach to the uncertainties of everyday life. The more equipped you are, the more empowered you will feel in facing the challenges that arise.

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The importance of telescopic handlers: innovation and efficiency in load handling

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In the field of logistics, efficiency and safety are key aspects for the success of any project. Machines and tools must handle heavy loads and perform complex tasks with precision. In this sense, Magni TH telescopic handlers are the perfect option.

Telescopic handlers are lifting equipment that combine the capabilities of a crane and a forklift, featuring a telescopic arm that can extend and retract to reach considerable heights and access areas that may be difficult to reach manually. Thanks to this versatility, they become essential tools for a wide range of applications, indispensable in multiple sectors.

Today, the telescopic handler industry is constantly evolving, with technological innovations that enhance their functionality. One of the leading companies in this field is Magni TH, renowned for offering high-quality, efficient machinery with a focus on innovation and sustainability. This ensures that their telescopic handlers not only meet current demands but are also prepared for future challenges.

What does Magni TH offer?

Magni TH stands out in the market by offering a wide range of telescopic handlers that adapt to a long list of specific needs. Among their most notable models are fixed telescopic handlers (TH), rotating telescopic handlers (RTH), and heavy-duty telescopic handlers (HTH). They also offer aerial platforms, ranging from fixed models to articulated and rotating versions.

Furthermore, Magni TH machinery is widely recognised for its high-quality standards, due in large part to the selection of top-class raw materials. This attention to detail not only ensures compliance with market safety standards but exceeds them, guaranteeing that every machine is 100% reliable and durable.

Magni TH’s manufacturing process is another aspect that sets them apart. The company combines advanced industrial techniques with a craftsmanship approach, allowing for continuous innovation and enabling them to remain at the forefront of the market. This combined approach not only improves production efficiency but also allows for greater customisation.

In addition to their impressive product line, Magni TH is committed to providing proper advice and training to its customers. The company offers detailed descriptions of its products and services, ensuring that customers fully understand the capabilities and strengths of each machine model.

Magni TH also stands out for its focus on sustainability, reflected in the energy efficiency of each of their machines. This not only maximises user productivity but also ensures environmental responsibility at all times.

Innovation and safety

The use of innovative, high-quality telescopic handlers, like those manufactured by Magni TH, is essential for significantly improving operational efficiency across various sectors. These machines, thanks to their precision and speed in executing complex tasks, help reduce the time needed to complete projects, thereby increasing the overall productivity of companies. 

On the other hand, safety is another key aspect when using high-quality telescopic handlers. These machines are equipped with advanced safety systems, such as stabilisers, enclosed cabins to protect operators, and load control systems, ensuring operations are carried out efficiently and reliably. Moreover, their ability to handle loads with precision and care is crucial for ensuring the integrity of products, significantly reducing the risk of damage during transport and handling. This is particularly important in sectors where product integrity is critical to maintaining high-quality standards.

At the same time, the use of innovative telescopic handlers can also enhance a company’s competitiveness. Investing in high-quality equipment allows them to provide services with greater efficiency and safety, helping them stand out in the market. Ultimately, investing in this type of telescopic handler can be considered a strategic decision that can have positive long-term impacts on the sustainability and growth of a company, as adopting advanced technologies demonstrates a commitment to excellence and proactivity, keeping companies at the forefront and allowing them to adapt easily to the many changes in the market.

Versatile Applications of Magni TH

Magni TH telescopic handlers are known for their versatility and ability to adapt to a wide range of applications. Unlike other companies that focus on specific sectors, Magni TH offers its products to any industry that requires load handling solutions. For example, in the agricultural sector, Magni TH telescopic handlers are key tools for tasks such as handling hay bales, transporting fertilisers, and loading livestock. Additionally, their ability to navigate uneven terrain and lift large volumes of material are essential advantages on farms and agricultural operations. 

Likewise, the maritime sector benefits greatly from the versatility of Magni TH telescopic handlers. These machines are ideal for storage and cargo handling on vessels and ports, as well as for small routine maintenance operations.

In construction, Magni TH telescopic handlers are one of the most widely used tools, enabling the lifting and positioning of heavy materials such as bricks, cement, and beams. Regardless of the size of the construction project, their ability to operate on difficult terrain and reach high altitudes makes them ideal for any occasion, improving productivity and minimising the risk of accidents.

Finally, telescopic handlers are also widely useful in the industrial and mining sectors. In industry, these machines are employed for material handling in factories and warehouses, while in mining, their robustness, and load capacity make them a perfect option for working in extreme conditions.

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ServiceNow Development Consultancy: Business Process Automation as Disruptive Technology

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In the age of AI and Machine Learning, automating business processes has become a must for any business that wants to remain competitive in their industry. Business process automation consists of setting up any process to be completed mostly by any existing technology with minimal manual input from human employees. For organizations seeking to optimize their workflows, engaging with a specialized ServiceNow implementation consultancy can be a game-changer, offering tailored solutions to streamline operations.

Examples include implementing an inventory management system so both you and your customers have access to accurate data on what products are available, sending out confirmation emails after purchase, having sales reports automatically generated through a CRM platform, social media posting schedules, and most email marketing tasks.

There are many reasons why business leaders have been turning to tech to improve their companies in recent years. The benefits of business process automation far outweigh the costs. These benefits range from increased efficiency, cost savings, scalability, and improved accuracy, to enhanced customer experience. Automating tasks in areas such as HR helps with employee onboarding and retention, and automation in all areas saves time when it comes to drafting reports and communicating with leads.

Marketing automation is responsible for a 14.5% boost in sales and a 12.2% decrease in marketing expenses (source: Nucleus Research). When employed in HR processes, business automation has shown that automation processes, when applied to onboarding, increase new hire retention by 16% (source: LinkedIn).

As is the case with any disruptive technology, business automation also poses risks, especially for more vulnerable sectors. It is estimated that by 2030, 47% of jobs in the United States are at risk of being displaced by automation (source: Science Direct). In the United States, workers aged 16 to 24 are the most exposed to the risk of automation, as 49% of these workers could have their jobs displaced by automation processes (Brookings).

Various government and company policies can be put in place to provide upskilling and reskilling for these workers to minimize the risk business process automation poses to some members of the workforce. However, it is clear that business process automation is here to stay.

Other concerns brought up by automation include data privacy and protection and copyright issues. Because automation involves storing confidential data in the cloud, businesses are concerned about security breaches by competitors or, worse, malicious users wishing to scam their current clients. Business leaders are paying more attention to cloud infrastructure services to minimize these risks.

Cloud infrastructure security can protect your business’ data through advanced encryption. Regular audits and compliance are automated but still supervised by human employees to ensure security has not been compromised. Data segmentation and isolation can also ensure your company’s data is not easy to access, even if there has been a breach.

On the other hand, some processes involving AI can end up infringing copyright laws in various industries. This can lead to large expenses in legal fees if AI is not used mindfully by departments, without mentioning the PR risks of your company accidentally employing someone else’s copyrighted content.

In conclusion, business process automation is a process including a wide array of existing technologies (AI, ML, etc.). Through business automation, business sectors start to delegate tasks to technological solutions.

As a result of automating tasks, there is proof of increased proficiency and accuracy, enhanced customer experience, and saved costs. However, there is also resistance from some sectors of society, as automation can result in job displacement for some existing members of the workforce.

To mitigate this, business leaders can emphasize the fact that they are automating processes while still making an effort to retain skilled workers. Upskilling and reskilling can help businesses retain employees whose jobs have become obsolete. Many governments are also expected to step up with a series of policies to protect the interests of these workers.

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