GEORGE
KOSHY
'Literally' the most bastardised word on the planet - Digital
Did you know that 'Literally' is the most bastardised word in the world? It's considered the Internet's greatest crime against literature. The word people usually mean when they say 'Literally', is actually 'Figuratively'.
And for me 'Digital' comes a close second. It's come to mean anything you put online. It's the greatest crime against the Internet by the un-initiated.
But I've been trying to strive towards Digital Communication as well as Digital Transformation. Most clients and agencies don't see the difference. And the opportunities are few and far in between, but when it happens, it's magical.
I have endeavoured to showcase some Digital Transformation examples I have had the privilege of being a part of, but I've also kept some Digital communication ideas for the people who're looking for the 'shiny bits'.
Ask Nestle NINA
Nestle has products for every sort of mother. From expectant mothers to mothers of Infants to even the sort who have flown the coop. And to stay relevant in a mother's life, you can't just be a momentary solution. Motherhood is deeper than that.
But if there is one thing that weighs on every mother's mind, it is their children's eating habits and nutrition.
Data revealed that when it came to nutrition, mothers were confused. There was a lot of information online but it was misleading and complex. To make life easier for mothers Nestle launched "NINA" a voice based assistant based on the Google assistance platform that would help mothers create meal plans, tackle fussy eating, and monitor their child's growth.
This would feed off a website with a repository of recipes, designed by a team of dieticians, for every age, cultural persuasion and health condition.
This would help Nestle help become a part of the mothers' lives and give her food for thought.
Not just food.
The Punnery
Back in 2011, I started a group on Facebook called 'The Punnery' for people who liked to pun. It has grown into a 37,000 strong group with membership requests coming till date. People have formed Punnery chapters in different cities and they have get-togethers every once in a while. I have closed membership because I'm in the process of setting it up with its own site, moderators and possibly a shop for memorabilia. I have also been approached by publishers for making a book out of the content of the group and that too is being worked upon. You can know more about the Punnery by clicking on the link in the header.
The 'Hatchback' song
The hatchback segment in India is a crowded one. To launch the Redigo AMT, Datsun needed to do something interesting to be seen. What better way to do it than to own the category descriptor itself. We partnered with ‘The Viral Fever’ and came up with the ‘Hatchback’ song and video featuring the ‘Sardarboys’. The lyrics of the song talked about how the ‘hatchback’ fit perfectly into their lives. From taking mummy to the market to long drives with the wolfpack and even furthering their love lives, the hatchback was the perfect companion.
The song was a hit and has close to a Million hits and made the Datsun Redigo synonymous with the word ‘Hatchback’.
LOCTITE DEMAND GENERATION PROJECT
Update: This project has been selected by Google as showcase of the year for its innovative use of media. Will update this as things progress.
Loctite from Henkel is an adhesive that has a range of applications in various industries. From locking nuts and bolts to sealing pipes, it’s a revolutionary product that bonds two metals, making machines much more efficient.
Since it’s a highly-specialized product, the sales team that goes out to sell it needs to be specialized too, since the people they need to sell it to are very well qualified engineers and Maintenance Managers. This sales force tends to be expensive since they themselves need to be qualified. Henkel approached us to see if we could digitize the entire process and get them leads online. www.tryloctite.in is the solution.
We built an entire communication campaign targeting potential customers on LinkedIn and Facebook and other professional platforms with banners, videos and emailers. We also built a bank of sequential communication, complete with sampling, order generation, application videos and emailers, thereby covering all the steps from demand generation, to order management.
The project is being piloted in India and will then be replicated across 4 countries in the near future.
Find the link here
Orient Women's Day film
Orient wanted to do something special for Women's day but didn't want to be lost in the clutter. We shot this film for them and ran it one day before Women's day.
Sun Pharma Women's day film
Sun Pharma also wanted to do something for Women's day but had no money. So we did this film for them, pro-bono. Because they could't even afford to buy images, we just used their bank of images and used text to tell the story.