HUL’s : Surf excel new ad Viral Controversy

In Indian FMCG industry HUL & Surf Excel brand is the biggest spenders on promotions, has been in the focal point of controversy  last  week  Hindustan Unilever (HUL), India’s pioneer advertiser and perhaps one of the nation’s biggest spenders on publicity, has been in the midst  point of discussions all of a week ago.

First it was the Father-son  Kumbh Mela advertisement for Brooke Bond Red Label tea that kicked up a veritable storm in a tea-cup.

Presently it is the new Surf Excel advertisement where a Hindu young girl, wearing a white shirt, gets colored in Holi so as to save her young Muslim friend who needs to go to the nearest mosque for pray.

HUL has been trolled in the  couple of days. #BoycottHindustanUnilever and #BoycottSurfExcel have been trending on Twitter. What’s more, there have been few supports too with this campaign,  particularly for the Surf Excel one, however the  majority of the kinder words have truly originated from brand ‘specialists’ and creative folks who have really appreciated the brand’s endeavors to put out publicizing that is ‘dynamic’, ‘positive’, ‘comprehensive’ and ‘secular’.

In any case, to the general population everywhere, the universe of HUL’s buyers, both Red Label and Surf Excel’s new promoting movies are somewhat of a selling out and belittlement, difficult to appreciate, comprehend or identify with.

Much has just been written  on both the advertisements in few days. In this piece today, my endeavor truly is search for issues and intentions-  reasons why a mature, mass publicist with such a humongous shopper base like Hindustan Lever would need to court debates, and that too without a convincing reason or provocation.

HUL has a great deal a lot in question to need to so truly raise some rock the  boat  on purchaser loyalty and obviously piece of the overall industry. Give us initial a chance to inspect what are the issues fomenting the twittered, and whether they are extremely substantial.

  1. In the Kumbh advertisement, the issues at the center of the controversy are: – The Kumbh is a Hindu assemblage… truly, the world’s biggest events. Be that as it may, for HUL to recommend in its tweet that, “Kumbh Mela is a place where old people get abandoned, would it say it isn’t tragic that we couldn’t care less for our older folks?
  2. Red Label urges us to hold the hands of the individuals who made us our identity,” and request that viewers to watch the video which is “an eye opener to a brutal the truth” is seen by numerous individuals to be a conscious attack against Hindu qualities and Hindu culture. As a matter of fact, the disdain is focused at one dimension at the way that the story is rotated on the Kumbh, subsequently Hindu, yet in addition that the endeavor to ‘lose’ the dad intentionally in the processing swarm is portrayed as though all Hindu youngsters take their folks to the blessed plunge just to dispose of them. Of course, there may have been genuine past occasions of such disgraceful occurrences yet to tom-tom them as the standard of the Kumbh and Hindu . Must be there, subsequently is there. The whole story is being viewed as a issue on how Hindu posterity have no affection or worry for their folks and need to off-load these badly designed older folks. That might not have been the message being conveyed, yet that is what is by and large generally gotten.
  3. The Surf Excel subject is all the more expressly a Hindu-Muslim harmony, advertisement being seen precisely as the inverse: – The shades of Holi being called ‘daags’ is being viewed as hostile. – The Hindu young lady taking every one of the hits of the Holi colors to ensure her Muslim friend can get to his namaz in whites supposedly is an endeavor to depict that the Muslim supplication is hallowed.

Namaz is more important in compare to Holi. – The greatest complaint obviously is that the whole ‘sacrifice’ is being made by the Hindu young girls.

I would commonly will in general concur with the analysis of the Kumbh advertisement that it sums up the purposeful ‘losing’ of guardians dependent on an extrapolation of information that isn’t generally all inclusive.

On Surf Excel, I would be additionally lenient. It is a sensible depiction of the brand’s theory, Agar kuch achha karne mein daag lag jaaye toh daag achhe hain (Stains that come as a piece of a decent deed are great stains). Back now to our discourse on inspirations.

  1. There is a pro-active attempt at HUL to make brands more contemporary and real. Real in the sense, embedded in the lives, hopes, aspirations and realities of consumers. You see that happening in the murti-maker story of Red Label. You see that happening again with Red Label in the old lady with Alzheimer story where the nice neighbor gets mistaken by her for her son who lives overseas. Yes, there is a distinct effort at connecting at more levels with consumers than just merely transnational. Well, to be fair, some attempts go well, some don’t.
  1. There is perhaps a belief at the new-age HUL that controversy is not bad for brands. Twitter tsunamis rise and abate equally quickly. Trending, even negative trending, is transient. #BoycottSurfExcel was trending up, up, and up all day till the Chief Election Commissioner held a press conference to announce the election schedule, and bingo Surf Excel just vanished from the top trends. So, HUL know that Twitter is a one-day or two-day backlash at best (or worst), no more. The company, perhaps as a strategy, is learning to ignore this blip of negativity.
  1. Controversy actually makes the brand famous, forces consumers to sit up and take notice. Close-Up as a brand has been in active decline, both in market share and mind-space. From a time in the late 1990s and early 2000s when it was giving Colgate a run for its money, today it is no longer a brand in the forefront of consumer consciousness. Last year, the CloseUp #FreeToLove controversy on the Hindu-Muslim live-in couple and the same-sex lovers ignited a controversy that pushed the Lever brand into the shining limelight once again. Good thinking, smart strategy most would say.
  1. There seems also a belief at HUL that those who tweet are perhaps not those who buy. So, twitter controversies are just a side-show. The likes of Baba Ramdev fanning the controversy are actually not bad optics. The mass of consumers stay unaffected and untouched by the negativity. This may not necessarily be true. But who am I to question the beliefs of a multinational that knows it all.
  1. HUL seem to think that Hindu-Muslim themes most ignite controversy. And that as long as Muslim sentiments are not provoked, right wing Hindu reactions can be ignored or papered over. In these times of Hindutva aggression this may not altogether be a safe assumption. But then HUL surely knows what it is doing.
  1. There is a visible trend in evidence on ‘story-telling’ that ‘involves’ consumers. That is a big change from the USP driven advertising of the past. HUL is trying hard to ‘engage’ with its constituencies. Sometimes the scripts may tend to meander and ‘provoke’ but obviously the powers-that-be at Lever feel that is okay. Provocation is just a more extreme form of engagement.
  1. There is also a visible attempt to appear more ‘cerebral’. Old Lever advertising was based on simple formula of brand problem, brand promise, brand window and brand logo. The new norm seems to be to make more compelling (and intelligent) communication. Some may see it as succumbing to peer-pressure. I don’t know.
  1. There is surely an eye out for advertising awards at Lever. Once the controversy abates, all of this will become the stuff case-studies and management school presentations are made of

They would accomplish a greater amount of what Tata Tea does with its Jaago Re subject. Or on the other hand the sort of stuff Pidilite did with its Kumbh Mela ‘Inseparable’ vests. ‘Conservatizing’ with reason, without controversy. HUL has clearly picked an alternate way. All things considered, the reality of the situation will become eventually. http://www.digitaldevendra.com is a sharp onlooker of patterns, and remarks on what he sees around him without preference or fear..

MP Elections 2019, Facebook to increase the accountability for ads

MP elections 2019 is coming as big thing in social media. All Political parties will do the Ad campaigns on many Social Media platforms. To verify the identity and location of each political ads Facebook is looking to create transparency for all its advertising around the MP elections pole. In December, the group had announced that advertisers were able to begin authorizations on mobile verifying their identity and location to run political ads.

Now, ads that reference political parties, political figures, elections and ads that advocate for or against legislation will show users ‘Published by’ or ‘Paid for by’ disclaimers banner. Additionally, users can access a searchable Ad Library to learn about the ads related to politics. Users can also start seeing the country location of the people managing Pages that run political ads to better understand the origin of the Page.

#Facebook Enforcement of these new features and the Political Ads policy begins on 21 February. Post this, only advertisers who have completed authorizations and will be allowed to run political ads in India. In a statement, #Shivnath Thukral, public policy director, #India & #South Asia and #Sarah Schiff, product manager, urged the support of its users. They said, “Our systems won’t catch every political ad that runs so reports from others will be key.

If people come across an ad and think it should include a disclaimer, they can tap the three dots at the top right-hand corner of the ad, and select ‘report ad’. If we find the ad relates to politics, we’ll remove it and add it to the Library, where it will be accessible for seven years. News publishers who are members of or appear in recognized industry groups and lists — or who have been validated by official sources in India are not subject to the authorizations, transparency and enforcement requirements provided by the policy.

By increasing transparency around the ads and of the Pages on Facebook, we hope to increase accountability for the advertisers, help people assess the content what they are seeing and prevent future abuse in MP elections pole.”

‘Waterproof Sarees’ for women at Kumbh- Prayagraj BY “Hamam”

“Divya kumbh, Bhavya Kumbh” Hindustan Unilever Soap Brand “Hamam” distributed the ‘Waterproof Sarees’ for women at Kumbh- Prayagraj. Saree was Conceptualized by the ad agency Ogilvy, the sarees has a layer of waterproofing treatment Hamam” has promoted as   its #GoSafeOutside campaign to the Prayag Kumbh Mela 2019.   Brand has rolled out this plan of ‘waterproof sarees”. This is based on the insight that crowd have taken photos of women post their holy snan, as their clothes cling to their bodies.

Agency have given a layer of waterproofing texture and treatment to the sarees that makes the fabric aqua phobic. It was made available to devotees on the holy occasion of Basant Panchami.  GM- skin cleansing India, Unilever, said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives.

HUL go with #GoSafeOutside positioning, to help and to improve the sense of safety people feel when they are outside by raising awareness, kick starting conversations and facilitating solutions. The Waterproof Sarees at Kumbh are not only the solution for the help, protect the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have right to  take the Holy Dip without unsolicited attention, society needs to change their mindset to allow the females to do without being self-conscious

‘The Waterproof Sarees’ at Kumbh. A creative method for helping womes to  save their humility while taking the Holy snan. Helping them clean up in the stream in the open without stressing over the preying eyes.”

HUL had did similar activity in previous Kumbh on Bread (Heat Stamped Bread)- Lifeboy se Haath Dhoya Kya.  These kind of activities are the new innovation to attract the customer. Waterproof sarees is also from same kind of Innovation.

 

WhatsApp added new feature to restrict forwards, in India limit is 5 chats

WhatsApp is added a new feature to restrict the spread of spam and misinformation on the platform. The  app will now enforce a forwarding limit on all type of media, videos, photos which are shared on the platform. In India, WhatsApp will test a lower limit of five chats at once, and then remove the quick forward button next to the media file, be it audio, pictures or videos. The global limit on WhatsApp forwards will be 20 chats. Currently the limit is 250 chats in India. WhatsApp will also removed the quick forward button from media messages in India. Continue reading “WhatsApp added new feature to restrict forwards, in India limit is 5 chats”

Tools of Digital Marketing in 2019

Tools of Digital Marketing:

A list of the top digital marketing tools you need to know about in 2019.

  1. Google Trends
  2. Google Keyword Planner
  3. Ahrefs
  4. AppAnnie
  5. Serpstat
  6. SimilarWeb
  7. Buzzsumo
  8. Facebook Audience Insights
  9. Facebook Ads
  10. Google Adwords
  11. Bing Ads
  12. Appstore Search Ads
  13. Manychat
  14. Pushengage
  15. Leanplum
  16. Google Analytics
  17. Facebook Analytics
  18. Yandex Metrica
  19. Google Data Studio
  20. Webris SEO Report Tool
  21. Color Picker
  22. Google Analytics URL Builder
  23. Tag Assistant
  24. FB Pixel Helper
  25. Google Tag Manager
  26. Data Scraper
  27. Google Analytics Debugger
  28. Pocket
  29. pCloud Save
  30. Bootstrap Studio
  31. Canva
  32. Flatpack
  33. Marvellapp
  34. Igloo
  35. Adespresso ads
  36. ninja
  37. Behnace
  38. Dribbble
  39. Unsplash
  40. Headreach
  41. Buzzstream
  42. Pitchbox
  43. Active Campaign
  44. pCloud
  45. Todoist
  46. Jira
  47. Confluence
  48. Evernote
  49. Slack
  50. com Blog
  51. Digital marketer
  52. Webris
  53. Neil Patel Blog
  54. Medium
  55. Search Engine Land
  56. Ahrefs Blog
  57. Jon Loomer Blog
  58. Hubspot Blog
  59. Content Marketing Institute Blog
  60. Buffer Blog
  61. GrooveHQ Blog
  62. MOZ Blog
  63. Adespresso Blog

The above all are trending in the field of Digital Marketing and will determine the future as well. Digital Marketer need to focus on these things. Most digital marketers have multiple balls in the air at any given point of time. They are developing strategies, running campaigns, and managing vital communications channels through various mode. Luckily there are helpful digital marketing tools available to make the juggling act more manageable. We have curated these  favorite digital marketing tools which every marketer should be using in 2019

What is Social Media Marketing?

The use of social media networks to develop and manage an organization’s message. As a digital strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news.

The goal of SMO is to strategically create interesting online content, ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website and then share this content, via its weblink, with their social media contacts and friends. Common examples of social media engagement are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content”.

Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.

In the 2010s, with social media sites overtaking TV as a source for news for young people, news organizations have become increasingly reliant on social media platforms for generating web traffic.

Social media optimization often directs the public from social websites to the company website, where more information can be provided. Companies using multiple social networks may use Internet-based tools designed to improve the organization and dissemination of company messaging.

The tool may allow an employee tasked with optimization to push a specific message across multiple networks at the same time, as well as manage any feedback provided by individuals who reply to any posts on social media networks.

What is the digital marketing?

At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below. Continue reading “What is the digital marketing?”