As brand films such as the Airtel Boss film, Fortune ‘Ghar ka Khana’, Pepsi #BackToSchool and Honda Mobilio ‘Kapil Sharma’ achieve organic virality, Henna Achhpal delves deep into the phenomenon of brands producing exclusive web films and why people are sharing this content
There was a time when advertisements were considered an irritant. On television, the commercial break meant time to complete quick chores or surf other channels — in other words, a media planner’s nightmare. In a turn of events today, people are not only watching brand films voluntarily, but are also sharing this content on their social networks — in other words, a media planner’s dream come true.
Lately, several brand films have achieved visibility, not necessarily because of an aggressive digital media plan, but simply by going viral, a word every marketer loves. Among cats and cute babies, brand films too have found a place in the videos that get talked about and shared on social media. While the formula for ‘going viral’ continues to be a mystery, we explore the phenomenon of brands producing exclusive web films and what makes them work.
AN IMPROVED & EFFICIENT MEDIUM
A better ROI is one of the primary benefits of the digital medium. Anurag Gupta, Founder & MD, DGM India says, “The simple cost-ROI perspective is the evaluation parameter: What would be the cost of reaching a consumer offline versus the cost of reaching the same person online?” Cadbury Dairy Milk’s recent TVC, Dil Jo Keh Raha Hain Suno, was released online by DGM India and received over two million impressions within a week.
Getting into specifics, Vivek Bhargava, Founder & MD, iProspect Communicate2 says, “Each click for a keyword on Google costs Rs 200. If each click equals one video view, that’s about Rs 10 crore of media benefit that the brand has received.” Suveer Bajaj, Co-Founder, FoxyMoron, further explains, “The money invested in niche television when invested on YouTube gives the marketer a CPRP (Cost Per Rating Point) saving of Rs 20,000 on an average with an incremental reach of 5-13%. On television, the money that it takes to reach 100 people, reaches 113 on YouTube.” Among several online videos for its clients, FoxyMoron produced an exclusive web music video, Jad Se Judein, for L’Oreal Paris Fall Repair 3X.
Digital also provides marketers with several measurement tools that help track the performance of a video in real time along with an immediate judgement of the audience’s response to the content. Bhargava says, “On television, when a viewer skips commercials, there’s no way to know and the advertiser still has to pay for it. On YouTube, one knows when a viewer has skipped the pre-roll video and if it’s skipped, you don’t have to pay for it. Therefore, you only reach out to people who have shown interest and as a result there’s little waste of advertising.”
SHARING AND GOING VIRAL
Sharp savings, better returns and tracking aside, a viewer’s potential to share a brand’s content on their social networks is what makes the digital medium a winner for marketers. Bajaj explains, “When it comes to branded content, for every 100 views, 95 of them would be advertised for but five would be organic.” Virality is all about achieving those organic shares.
Bhargava recommends, “Instead of basing the marketing strategy on going viral, a brand must plan content that has shareable value. As a result, for every rupee spent, a brand can get Rs 3 of earned value. Once in a while, it may happen that for a rupee invested, a brand may get 20 million views but that’s something that cannot be predicted.”
SPARKING MORE CONVERSATIONS
Almost every day, you will find at least one video on your social networks that everyone is talking about. At first, you may not be inclined to watch it, but when 10 different people on your list share it, it will certainly rouse your curiosity. Kumar Deb Sinha, Digital Content Lead, Mash Up – GroupM rightly says, “Social media survives on conversation.” Content that triggers conversation is bound to grab eyeballs and a rise in share metrics. Sinha continues, “Driving volume and quality of conversation on social media should be the core of their strategy.”
Of course, there’s no predicting what turn the conversation will take, like in the case of Airtel’s Boss Film – The Smartphone Network. Originally meant for television, the film which shows a ‘modern day couple’ who are also boss and employee in the same workplace, found itself in the midst of heated debate on social media. While most of the conversations weighed on the negative side, arguing that in today’s day and age a working woman is still expected to don the role of home-maker, the rest of the conversations supported the film’s attempt at breaking gender stereotypes. Although the message of Airtel’s superior internet connectivity was lost amidst the debate, the brand’s Facebook page gained around 21,000 likes. The Facebook post that shared the video received more than 55,000 likes, 250 shares and 300 comments. While Airtel was unavailable for comment, going by numbers, it’s safe to assume that the buzz generated, albeit slightly negative, was a win-win for the brand.
TAKING TIME TO TELL STORIES
Television commercials are prone to hardsell, but to achieve visibility online, brands need to alter their content. Anita Sharma, AVP-Marketing Communications, Honda Cars India Limited, says, “When it comes to a TVC, the advertiser’s intention is to give as much information as possible within a short duration. With digital, one has the liberty of time to tell a story.” Bhargava says, “Usually, an online viewer is consuming a brand’s content voluntarily instead of being forced. As the viewer has shown intent, a brand can be less selling and take its time to tell a story.”
Many may argue that lengthy stories won’t work considering short attention spans on the Internet, but Sinha says, “Online viewers don’t watch content based on the duration of the film but how long it manages to hold their interest. Therefore, engaging content becomes that much more critical on the digital platform.” Johnnie Walker’s The Man Who Walked Around The World and Lego’s The Lego Story are two international examples that made use of online video to tell their brand story.
Closer home, Fortune Oil’s Ghar Ka Khana allowed viewers to relive emotions attached to a home-cooked meal. With no brand mention throughout the film, except at the end, it keeps viewers engaged. Zafar Rais, CEO, MindShift Interactive says, “Digital is allowing us to create a bond with the consumer through content and imagery. We are able to achieve a larger life span for the commercial rather than just purchased air time.”
On the occasion of Friendship Day, Pepsi launched its #BackToSchool campaign with a digital film telling the story of four friends from primary school to their farewell day. Unlike Fortune Oil, Pepsi’s film includes subtle product placements but the script doesn’t focus on the products.
Tugging at emotions is a common feature in most of the successful brand films of recent times. Bajaj says, “A YouTube report said that for branded content, the two biggest drivers for success are good music and emotion, wherein success of a video could mean either organic shares or time spent per video.” A film that struck gold with this formula was Google Search: Reunion which was released in November last year.
While the film expectedly bagged several advertising awards, its music composer, Clinton Cerejo won the Dadasaheb Phalke Film Festival Award for Best Original Music.
PACKAGING ENTERTAINMENT
Entering a new segment with Mobilio meant reaching out to a wider audience for Honda, which was also trying to break out of its ‘premium’ image. With the objective to create buzz before the launch, Honda released three web films spread over a month starring family entertainer, Kapil Sharma. Up to his usual antics as seen on Colors’ popular show Comedy Nights With Kapil, Sharma played the role of a car salesman seamlessly integrating the car’s features in his one-liners. Says Honda’s Sharma, “We didn’t spend too much on the distribution of the film.” Considering it was Kapil Sharma’s first association with a brand and a first from the automobile industry, it didn’t take time for the series to become a talking point on social media. The concept and execution of the Honda Mobilio web series was done by Mash Up. (In May last year, GroupM and Optimystix Entertainment-promoted O4 Digital Media entered into a strategic alliance to create Mash Up, which has ‘video led sustained engagement’ as its key focus.)
As we were filing this story, Micromax launched the Roobaroo Micromax Unite Anthem in association with Sony Music Entertainment on the occasion of Independence Day, and Nestlé India released Superbaby for World Breastfeeding Week. Micromax’s music video drove home the message of unity in diversity without taking the clichéd patriotic route, and Nestlé figured a fun (and cute) way to spread awareness about an important health issue. Marketers are nailing online video without burning a hole in their media buying budgets. Meanwhile, we look forward to more beautifully produced and conversation worthy films from brands on the Internet.
Here are some more brand films that didn’t sell their product but told a story. For tear-jerkers, rib-ticklers and foot-tappers, make sure to put these on your #WatchList
Social Media: The hub of opinions
@socialmeeow: This TVC ad reminds me of my Grand-mom. I bet it will remind yours too. @fortunefoods & @Ogilvy Superb! #GharKaKhana bit. ly/1pf2NjO
@a_kanika91: This #ad made me cry. Very heartwarming #Indian ad done by @Ogilvy_India. #GharKaKhana #Fortune #marketing bit.ly/1iajCOo
@biorahul: For everyone away from their homes m.youtube.com/watch?v=4O5Q4Z… #GharKaKhana
@lillyvgp: What is airtel 3g ad trying to say? That you could end up with your wife as boss and still have her cook dinner for you?
@gauravwadekar: @madversity @Rajput_Ramesh There is a new airtel ad which shows women are ruling the world. Nice one actually
@abhinavsahai: Really like the new Airtel ad. Shows how a woman handles so many responsibilities. And that too with ease. #Win #fb
@theanilprabhu: I did not get the new Airtel ad, where wife is the boss. The insight could have been communicated in much better manner #AdFail
@sachinjos: Very much retains the format of #CNWK, Car being the guest here - Kapil Sharma & the all new Honda Mobilio youtube.com/watch?v=3jpLOO…
@vishal1mehra: Tis’ the season of long commercials. After Fortune Oil, here comes Honda Mobilio & Kapil Sharma. Great work. youtube.com/watch?v=3jpLOO…
@gauravdotme: Again Kapil sharma proved that he can do anything.... Here is his first advertisement of new Honda Mobilio..... fb.me/308XmPFaf
@nabz_rizvi: Pepsi’s #BackToSchool ad prompted me to revisit my school after years. I can still rate it as my heaven #Nostalgic youtube. com/watch?v=PJVtU1…
@aishwaryarao: Not thaaat impressed by the ‘moving’ Pepsi commercial everyone is talking about youtube.com/watch?v=PJVtU1… That makes me sad #BACKTOSCHOOL
Feedback: henna@exchange4media.com
