In this nerve wrecking and distorted life, human mind is all about assembling what matters to one’s own life the most. Why would anyone even want to know about a Ramu who gardens for someone in the afternoon, cooks at a Chinese thela in the evening, guards a gated community in the night and goes to a municipal school in the morning? Do we have the time, patience or even access to be curious about his packed cycle? We all are here to become the best of ourselves and not bother about how Ramu is coping up with his schedule. In this ridiculously “I want to be better than you are” kind of world, we have forgotten the concept of US. We draw an invisible distinguishing line, dividing the people of the world on the basis of what we have in abundance. How is that fair for the ones who don’t have anything at all? Standing in the forever hustling street of Mumbai, I noticed something that changed a little bit of my soul.
We all use mobile phones, in fact most of us can’t even imagine a life without a mobile phone but has it ever occurred to us that this device is capable of doing a lot more than just serve our daily dose of entertainment and may be help us make a call or two? Every human has a bunch of sense organs, most of them have 5. Has anyone ever thought beyond the 5th sense, apart from the ones who claim of having absolutely brilliant brains for being able to predict the near future? Not really and the lack of inquisitiveness in today’s generation is taking a toll on their personal and professional life.
Most of us go through at least 3 emotions everyday, joy, sorrow and anger. Have we ever even thought of how exactly does this transit from one emotion to the other occure? No really. At one point, a child is crying in hunger and suddenly a screen showing animated objects with multiple colours is placed in front of him/her. There, transit from yelling his/her lungs out to gawking at the screen in absolute surprise. Most of the urban new born parents and major number of homeless can relate to this ease on a daily basis. There’s an ever growing trend of self-indulgence even in the smallest of day to day activities. When the child is shown a couple of haphazardly shaped and colourful objects popping around on a screen, we are teaching the child to indulge in himself/herself. It is unbelievable how a small wonder of technology holds the capability of over ruling the brain’s command and enslaving us. That is what puts back all those theories of how brain reacts to stimulus.
So I was in the auto rickshaw queue, like a hundred others, tolerating the ear bleeding religious bhajans, surviving the Navratri streets of utter chaos and trying to seek calm from within. I happened to see two men with two kids on the footpath, under an unstable tent which looked like a worn out blanket. The kids, quite young, were howling their lungs out adding to the already unbearble street noise. The men were completely handicapped and did not know what to do with these two cranky beings. Finally it dawned on to one of the men and he started fetching for something in his pocket. After some good 30 seconds of effort-full pocket digging, he found a tiny and thick rectangular phone like object and pressed it. With the sleek, touch and shine monopolising the mobile market, ‘desirable’ is redefined and is forever changing. It was unbelievable to see the vast amount of difference in the child’s facial expressions. From whining away to glory to staring endlessly into the screen, there was a brilliant transition.
A child’s brain is one of the most complicated ones to comprehend. With a million thoughts, not knowing how to express, there is a whole jungle of lost emotions and that tiny box of joy is only complicating it further, transforming the meaning of childhood. The device performed the deed and the men went back to lazing around. This particular act of technological dependence is what self-indulgence is all about in the Millennial world. The kids were merry in their own little cartoon world despite being in between an abundance of mayhem, letting the brain not command or not reacting to the commands released by the brain.
I was awestruck when the kids started imitating whatever was happening on the screen. After a couple of minutes, the cycle of imitating and laughing at each other transformed quite drastically. It looked like the kids enacted and the screen replicated the same. That again was a slight transition from obeying what technology had to say to pretending to own the technology. While the kids where busy in this cycle of acting and imitating, the screen suddenly went off and the kids immediately went back to roaring their lungs out. All their power had been taken away and they were quite the normal cranky kids all over again.
It’s said that on an average, we tap our mobile screens for 2500 times a day. Every activity is gradually getting restricted to this better and ever evolving designed screen which is spoon feeding the art of self indulgence.
Prologue:
My Trips Travel, an innovative player in the realm of app-based travel, recognized the need to refine their marketing strategies, particularly in showcasing their unique proposition of personalized travel experiences.
Interlude:
With a keen understanding of their audience's preferences, we crafted targeted campaigns illustrating the transition from generic vacations to bespoke journeys, strategically enlisting influencers to drive traffic and generate interest in the MyTrips platform.
Epilogue:
Our collaborative efforts bore fruit, evident in the significant uptick in user engagement metrics, boosted conversions, and a noteworthy surge in app downloads. This success underscores the pivotal role of personalized marketing in reshaping perceptions and driving growth in the competitive travel industry landscape.
Prologue:
Al Jaber Travels sought our expertise to overhaul their marketing strategies. Recognizing their aim to broaden their audience and boost engagement, we focused on crafting a tailored approach. Given the linguistic preferences of their target audience and the importance of visual content, we prioritized creating Arabic content and captivating video reels to elevate their online visibility.
Interlude:
Drawing on our proficiency in social media marketing, we developed a comprehensive strategy for Al Jaber Travels. This encompassed targeted campaigns across diverse platforms, thematic initiatives to grab attention, data-driven methods for optimizing ad effectiveness, crafting compelling Arabic content to resonate with their audience, and producing visually stunning video content to showcase travel destinations, all aimed at driving heightened traction and user interaction.
Epilogue:
Our integrated strategy ensured Al Jaber Travels maintained a steady presence across digital platforms, effectively conveying their brand narrative and attracting potential travelers. Through our efforts, their social media follower count surged, and lead generation witnessed a significant boost, marking a successful outcome for our collaboration.
Prologue -
Gulshan One29, a pioneering mall initiative in Noida, envisioned a distinctive positioning. Recognizing the evolving needs of today's generation, we tapped into the growing culture of a 'third space,' seamlessly blending professional necessities with personal entertainment.
Interlude -
Extensive primary research and interviews in Noida validated our strategy. Insights gleaned from the community reinforced our vision, aligning perfectly with the changing preferences of the local populace.
Epilogue -
Bridging the online and offline realms, Gulshan One29's unique identity extended seamlessly. Engaging online content showcased the mall as the ultimate 'third space,' fusing work and leisure. Offline activations, including community events, workshops, and collaborative spaces within the mall, strengthened its position as a dynamic hub catering to diverse needs. This comprehensive approach, backed by local insights, solidified Gulshan One29's identity as a transformative 'third space' in Noida.
Prologue:
Web Task Force curated a three-video series for Future Generali, emphasizing the trust a child has in their father and the security provided. The campaign's simplicity and voiceovers allowed for universal understanding and dubbing flexibility.
Interlude:
Captured over three days with a crew of 60, the series utilized high-quality cameras and top-notch technical support. This ensured not only visually appealing content but also facilitated seamless dubbing, making it accessible across diverse linguistic audiences.
Epilogue:
The campaign successfully conveyed the message of trust and protection linked with Future Generali. The combination of a voiceover-driven narrative, advanced cameras, and robust technical support contributed to the campaign's broad appeal, establishing Future Generali as a trusted partner for securing the future.
Prologue -
When LG entrusted us with crafting their online presence in Kerala, we embarked on a journey to seamlessly blend into the state's unique culture. The idea was simple - create content that speaks the language of the people, resonates with their daily lives, and feels like home.
Interlude -
Surprisingly, the world's largest consumer electronics company had just one official social media handle for India. Understanding India's cultural diversity, we embraced micro-targeting, tailoring campaigns to specific demographics. Our focus was on creating engaging content around local cinema, music, and cultural events, including regular polls, quizzes, and memes.
Epilogue -
With targeted campaigns, especially during the summer season, we elevated LG's digital presence in Kerala. Tagline series like "Inni ellam nottavum Pettayilekku" and "Coolavum Keralam!" were designed for specific product launches, fostering a strong connection with the local audience. Our creative approach, blending nativity with global standards, garnered appreciation and established LG as a prominent brand in the Kerala digital landscape.
Prologue -
Gulshan Homes, a key player in Noida's realty, sought our expertise for a robust marketing strategy. Acknowledging their luxury positioning, we identified a crucial need to spotlight 'holistic living.' Our role as marketing partners extended beyond design, encompassing consumer research and strategic insights.
Interlude -
Leveraging consumer research insights, we crafted a nuanced content strategy, optimizing its impact on platforms like whitepapers and LinkedIn. Personifying each attribute, we curated experiences across digital and physical channels, ushering in a holistic perspective. This strategic approach not only enhanced Gulshan Homes' credibility but also fortified trust.
Epilogue -
Our marketing partnership reshaped Gulshan Homes' narrative. Integrating luxury and holistic living seamlessly, our crisp and thoughtful strategy focused on connecting with the consumers and their problems were addressed thus setting a new standard for excellence.
Prologue -
Vaan Mobility, a category pioneer, aimed to establish a prominent presence in the Indian e-bike industry. With a robust vision and commendable product specifications, Vaan set out as an early entrant with high-grade Italy designs, emphasizing a commitment to comfort and environmental consciousness.
Interlude -
In crafting Vaan's distinct persona, the focus was on positioning the brand as the epitome of comfort and eco-consciousness. The strategy centered on molding Vaan into a young, relatable brand, fostering a connection and desire among consumers.
Epilogue -
Executing the strategy, dynamic reels became the centerpiece, showcasing the comfort and style of Vaan bikes. These reels seamlessly wove a visual narrative, capturing the essence of the brand and resonating with the target audience. Simultaneously, a catchy design language permeated all campaigns, creating a cohesive and memorable brand image. Vaan Mobility emerged not just as an e-bike but as a lifestyle choice—a young, relatable brand that cares for the planet.
