Pen What You Feel

In 1995, Indian Ministry of Health took a strong stance on the ban of advertising liquor and tobacco products. The ban was enforced after extensive research from the Indian Ministry of Health found that cigarettes and liquor have adverse effects on a person's health. Ever since the ban, brands like Blenders Pride, Antiquity, Teachers have been marketing their brand using products like Music CDs, soda and liquor glasses etc. to maintain a presence in the eyes of the customer. Such a campaign is known as  "surrogate marketing" . This literally means duplicating the brand image of one product to promote another product by the same brand. With both customers and brands shifting to digital marketing strategies, there was one brand that decided to use this new platform and it's flexibility to establish itself as the top contenders in its domain. This brand is "Dewar's". Dewar's is a blended scotch whiskey brand founded in 1865 by John Dewar Senior an...

Suppose you start a new business, what’s the first channel of marketing you could use to penetrate the market? Your friends & family and their word of mouth within their respective circles. The factor that leads to their contacts to believe them – trust . Now consider you have someone who people look up to, or appreciate for their work in a certain area; such people have been coined as influencers; the obvious origin being their ability to influence the decisions of people. Conventionally these people where patrons of the society, leaders of organizations, clubs or unions and even reputed leaders in respective fields. The modern day definition refers to someone who have a strong social media presence on platforms like Instagram, Snapchat or Twitter. The influencer marketing trend has changed the conceptualization of advertisements. Old fashioned advertisements are a 15-30 second clip of a fairy tale world that the product creates whereas with this new marketing channel, the produ...