Guest Articles

Design most often, is not considered a business. 

Tanya Khanna is the Director and Founder at Epistle Communications. Epistle is a communication consultancy providing bespoke, strategic consul ng services for architecture, design, planning and allied disciplines.

Someone has famously said that architecture is a great profession and a terrible business. In today’s globalised world, markets are in constant motion and new business can be generated from multiple means. Traditionally, most Indian designers and design practices steer away from communication activities that aid in generating business not recognizing that the success of a firm can simply be hinged on design communication. As designers, we are all inherently trained to let our work speak for itself; however, stuck in the everyday rut and ensuring the deliverance of good design, often we do not tap into our business strengths and lead them to a path of success.

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How we pushed up ‘Lead Conversion Rate’ at Langoor by 35%

By Avinash MB, Digital Marketing Leader| Ex-entrepreneur| Product Marketer| Growth Hacker | Content Marketer at Langoor Digital.

One of the challenges we faced in the beginning of the year 2016 was a big drop in quantity and quality of inbound leads which were generated at Langoor. This is a seasonal behaviour where business leads dry out during Dec-Jan due to the holiday season setting in. We decided to run some interesting experiments to see if we can improve our conversion rates for leads during this lean phase of the year.
Quantity of people visiting
Having already pinned down the ‘Digital Agency’ keyword on Google Local as well as organic listing, we knew that the quantity of people visiting our website is a function of market demand. It had dipped due to seasonality so we decided to improve the number of leads by focusing on improving conversions. The aim was to get the same number of leads with lesser number of visitors to the Langoor website.

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How Branding and Marketing of Colleges is Helping More and More Students to Be Aware

Today’s generation is very much brand conscious as they brain storm even over the brand of their clothes to the brand of their toothbrush. So, one can imagine the height a student will go before choosing the institute to pursue his/her education. And that is why there is so much need of branding and marketing of colleges, as it helps in understanding and comparing different colleges and helps them to know about various colleges in the first place.
Let’s take the example of MBA. It is the trendiest professional course in India. Everyone dreams of getting an MBA degree from the top brand names like Harvard, Stanford, The Wharton, Yale Xavier’s, IIMA and many others, because it can make them a millionaire or a billionaire. MBA is a degree which student of every stream or subject wants to have. But what will make a student to know about such colleges which can help them in getting that degree? Everybody knows about IIMs, but what about other colleges for MBA? Well, that is the part where branding and marketing comes.
By branding and marketing colleges do not aim to sell their college’s name but rather aims at letting the students know about their establishments where any student can come and get his/her dream fulfilled of having an MBA degree. Through branding colleges want to tell the students about the kind of experience they will get from their institute.
There are thousands of colleges in India, half of which are still unknown to students. All they need is branding and marketing of their college to make students aware of their existence and they can help number of students as well as themselves. Through this they can help all those students who fail to get into top ranking colleges and are forced to drop out for a year or more because they just don’t know about other existing colleges which can offer them the same degree one desires to have.

Here is a list of some of the best MBA colleges in India, which have used the same technique of branding and marketing to make students aware of their capabilities to enlighten a student’s future:

Indian Institute of Management : Ahmedabad
Indian Institute of Management : Bangalore
Indian Institute of Management : Kolkata
Indian School of Business : Hyderabad
Indian Institute of Management : Lucknow
Xavier Labour Relations Institute : Jamshedpur
Indian School of Business : Mohali
Management Development Institute : Gurgaon
Indian Institute of Foreign Trade : New Delhi
Christ University : Bangalore

The HotStart : Agency Profile

TheHotStart is a crowdfunding platform that aims to help raise funds for the most creative and innovative projects in India. TheHotStart has been conceptualised to help creators and funders get one step closer to realizing their dream projects. While helping raise funds is one thing, TheHotStart also acts as a preliminary validation point for a concept. Another benefit is the word-of-mouth marketing that it attracts. Barely a few months since its inception, TheHotStart has already helped fund some great one-of-a-kind projects like Kalyaanam – a 10 minute short film that got selected in the London Indian Film Festival, gives you a glimpse into the life of a would-be-bride, Rhythm of Love – the first crowdfunded jukebox musical in India and Taan Bekro, a documentary based on the struggles of Rajasthan’s ‘Sapera’ tribe.

What made you start TheHotStart
It almost happened by chance. In June 2012, our cofounder was with a couple of his friends at a pub in Manhattan, New York. The friends were discussing how it was difficult for Indian projects to succeed on US-based platform. The big challenge was the geographic divide between the funders and the location where the project was going to be executed. And, therefore, potential contributors struggled to see value in projects. That really was the origin. There appeared to be a genuine market need to connect people with people who had the funds to power their ideas. Over the next six months, the idea of creating a high quality crowdfunding ecosystem for creative and innovative projects in India started to take shape.

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Why Webydo’s Sweeping The Design Industry With Its Code-Free Parallax Scrolling Animator.

Sponsored Post.

Parallax scrolling has skyrocketed in popularity since 2013 and is starting to become every designer’s top choice for creating a site. Parallax, paired with spellbinding animation with potentially endless scrolling, makes content king, and keeps visitors engaged and coming back for more.
Webydo’s 97K designer’s community voted and their team has created the first pixel-perfect, code-free Parallax Scrolling Animator. With it, not only can you implement this amazing feature on your website, but you can finally do so without writing a single line of code.

 

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After a successful month in its closed-beta trial, Webydo has released their Parallax Scrolling Animator, code-free to designers to create pixel-accurate sites for their clients. This comes at an exciting time for designers, as they are now privy to all the design features available on the market, but completely code-free so they can enjoy more creative freedom.

 

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What is Parallax Scrolling Animation?
The theory behind the technique is quite simple and grew out of the multi-plane camera used in traditional animation since the early 30s. The application in computer graphics was popularized after the 1982 arcade game Moon Patrol. By having the background images move by the camera slower than foreground images, the developers of yore managed to create a greater illusion of depth in the 2D video games and add to the immersion and the gamer’s experience.

To apply this same technique in a web page we make the different elements of the web page move at different rates (or remain static) when a user scrolls up or down the page.
Unfortunately the practical application of the effect is not as simple as it sounds. The Parallax Scrolling effect as you can imagine requires a heavy amount of JavaScript/jQuery code to implement it. And if your code isn’t well-optimized or well-written you will probably ruin the users experience with very slow page load times. So your whole effort will backfire and be wasted.

 

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Meet Webydo.
Webydo is a cloud-based design studio, where you can manage, design and create professional websites efficiently, through a WYSIWYG interface. The Parallax Animator integrates seamlessly into the other features of the design studio. And with it you can create parallax scrolling animations with pixel-perfect accuracy.
With the Parallax Scrolling Animator, you can:
Move elements individually as the user scrolls through the page creating motion and the illusion of depth.
Set motion paths, opacity, rotation and speed for the various objects as well as define the scrolling events.
Design visually and have full control of the design process from start to finish.

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With Webydo you can control the entire design process from start to finish. That’s why over 97,000 professional designers use Webydo on a daily basis for all their web design needs. And thanks to their continued participate and suggestions, Webydo has been able to provide the most powerful design studios for their community.

Webydo is a community-led platform. We’ve developed the pixel-perfect Parallax Animator because this is what our designer community voted for. Our designers are leading the platform and shaping its features. If designers will vote for a digital unicorn, our team will develop a digital unicorn! Now, we’re dying to know what you think of our parallax scrolling animator,” said Shmulik Grizim, the company’s CEO Webydo.

You can join the community of other creative professionals by signing up HERE today for free to take advantage of this great opportunity to unleash your creative freedom. Webydo was created by designers and for designers like you to be able to create and publish professional sites for your clients from start to finish.

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This article is proudly presented by Webydo’s community of professional designers.

 

Do You Have What It Takes To Go Fund Yourself?

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We spoke to Anshulika Dubey, Co-Founder | Strategy at Wishberry.in about crowd funding.

Srinivas Sunderrajan, a bassist in a metal band and an innovative filmmaker, wanted to make a movie called the Greater Elephant. Based on a mahout who has lost his elephant, a faithless constable, a fangless Dracula (and many others), Greater Elephant delves into the hunt for something significant and meaningful. Vasuda Sharma, an artist who rose to fame in her earlier days at Aasma, the famous Channel V band, went on to study at the Berklee College of Music. Her dream was to get artists from across the globe together and produce an album that brought to life a fusion of western and classical music—Stay Attuned.

What was obstructing both these artists from realising their dreams? Money. Srinivas lacked funds to market his movie or sell it to theatres and the distribution of Greater Elephant largely restricted to friends and family. Vasuda needed the money to hire the right music technology and bring together all the people she wanted in the album. Similarly, many other creative and innovative people in this country face the problem of limited funding and most ideas die without having a chance to be implemented.

Enter Wishberry.
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Television Audience Measurement (TAM)

Article by Arvind Jayant, a student of Advertising at Symbiosis

The birth of television was rather caesarian, not the first born, yet an equally important child of science, money and the growing society. And since that happy day when man forever learned to see himself in a device other than a mirror, he has been set on the quest to manipulate the vision of the world, create an aesthetic collage and build a sustainable market around the artsy frame of the same.
Streaming through long cables, the box and the minds of several dedicated devotees of the small screen is the constant buzz of the above mentioned art, delicately intertwined with the whisper of a market scene- the Indian market scene or better still, the Indian television industry. Studies conducted by the Television Audience Measurement (TAM) of India slammed a figure suggesting that 134 million households in India possessed television sets.

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Measuring effectiveness for a digital marketing campaign

By Shalini Pal. (Shalini is a student of Advertising at Symbiosis College, Pune)

Gone are the days, when all we would be hooked up to in our free time for entertainment or to increase our know-how about the world were radio, TV and newspapers. With the advancement in science and technology, the emergence of extremely influential and powerful new digital era has overtaken all the other forms of media. Just like air, water and sunlight, today internet has become a quintessential part of our life and it’s impossible to imagine our life without internet!
In the present day, all our life revolves around is text messages, phone calls, google search, e-mails, tweets, Facebook status updates and game consoles. Clearly, we are way too overwhelmed with the new digital era and this is the prime reason why marketers are increasingly shifting from traditional marketing methods to digital marketing campaigns.
Digital marketing refers to promotion of a brand, service or product by using digital media which incorporates various digital channels like social networks, emails, cellular phones, Search Engine Optimization (SEO), banner advertising, pay per click (PPC), SMS, voice broadcast, smartphones, tablets, game consoles, fax broadcast, video streams, podcasting, etc.

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The New Hero Logo

Article and research by DesiCreative reader Anas KA. Reprinted with permission from his site Kikkidu.

 

Brand: Hero Motocorp
Owned by: Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.)
Logo Designer: Wolff Olins

Design brief:
“The new logo stands for the new face of India – that youthful energy and ‘can do’ spirit. It is in true sense the “Indian Catapult” which signals that while it is deeply rooted in Indian values, it is also poised to go for global expansion – a Leap of Faith.
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This Is All I Have To Say

 

Review by Arjun Mukherjee. Arjun is a crack Creative Director at Bates 141, Kolkata.

It arrived in a corrugated, cardboard wrapper. A noisy ‘tear away’ later, out came a crisp, fresh smelling book bathed in cream with a green spine and a sharp green edge on every page. When Swapan Seth writes the words become feathers and knives, tickling and cutting as you read along. For a man who has quietly conquered the highest peaks of advertising this book packs a surprise by steering away from the subject he has cut his teeth upon. What it offers in return is a stirring, soul-searching account of life and its many shades.

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