Guest Articles

Do You Have What It Takes To Go Fund Yourself?



We spoke to Anshulika Dubey, Co-Founder | Strategy at 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.

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.


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.


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.

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.


KFC tlks 2 me – The power of language for today’s youth.

Sanjeev Jasani, Vice President, OgilvyOne, New Delhi writes.

Words, words, words – the power of language is something we focus on with customers everyday, but nowhere can it have more impact than with teenagers and tweens. Harnessing the power of language for today’s multi-tasking, tech-savvy youth is the first step in effectively communicating and building loyalty among them.

To truly connect with kids – to form and keep a meaningful dialogue that will help win their hearts and minds – you must learn to have a conversation. On their terms. In their language. In fact, according to teen marketing experts “Teens identify best with someone who speaks their language, dresses like them and understands their human condition.”

Digital and the power of the community

Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.

Alcohol is a restricted category where advertising is not permitted. How do you then get consumers to sample single malt and then spread the word. How will the typical surrogate advertising model work here?

In a first of its kind event, over two hours across India, Canada, the US, Taiwan, Sweden, Denmark, Russia and Britain a quirky get-together was held. Whiskey experts, bloggers all, were on twitter for a single malt nosing and tasting session to choose a ‘special 2010 edition’ single malt. Virtual tasting? Not quite.


Cisco – Welcome to the Human Network.

Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.

What is

We often come across groups of people who selflessly go about doing their own bit for the society. As a result they inspire hundreds to come forward and join them in this remarkable movement. At Cisco, we call this the power of the Human Network.

We wanted to build a social platform for these Champions. A platform which allows individuals and organizations, championing causes to locate like-minded individuals, group, network, collaborate and if possible replicate a social experiment in a different geographical zone. In the bargain, we wanted to drive brand relevance as well in the mind of our consumers.


Setting your social media strategy

Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.

A lot of my clients have been recently talking to me about Social Media Strategy and it’s the most talked about topic over the last one year. Here is a very interesting video that walks you through the entire journey of setting up a social media strategy. It’s interesting and uses real life examples.
In future, I’ll try and post some more specific examples of Social Media Strategy that we have successfully implemented for some of our clients.
Watch this space closely and till then enjoy the video.


Yahoo! Relaunch in India

Continuing with our series on Digital Marketing with Sanjeev Jasani, VP, Ogilvy One, New Delhi

The digital market has almost exploded in India. Millions of choices exist for consumers today and the average youth practically lives online. Companies like Google, Twitter and of course our favorite Facebook has changed the way we consumer media today. Social is the new Buzz word today.
Some figures relevant from India’s point of view: Google receives over 85% search queries out of all search queries, avg. no. of people spend over 400 mins on Google’s network, people spend an average of 4 hrs. a week on facebook and over 0.5 million people are accessing facebook on their mobiles. These could be surprising and shocking figures for any online brand, particularly Yahoo! which started loosing its market to these brands despite having the first mover advantage in India.