Thursday, March 4, 2021

Campaign Watch: #OreoPlayPledge and Sing it with Oreo

 Recently I happened to come across two Oreo campaigns – one from India and the other from the US. The underlying theme is about spreading kindness, moments of connection and brightening someone’s day so what’s not to love?!  

I’m not sure why every digital campaign in India asks users to take a ‘pledge’ for something but I am not complaining about this one! The video with MS Dhoni and Ziva is so lovely and sets the context for the campaign. All I needed to uplift my mood! Really well done. Check it out if you haven't already. 

The Oreo PlayPledge static webpage summarizes what the Play Pledge campaign is about and how Oreo is contributing towards social good. 

Sing it with Oreo
My favorite though is the Sing it with OreoUS digital campaign that lets you create your own unique musical message or #OREOgram. The site has a few prerecorded options for the vibe and you can record a message which then gets processed into a funky sounding audio that you can share and enter to win a chance to meet Lady Gaga.

Everything from concept to execution, creative visuals and animation are top notch! I spent a good few minutes engaging with the content – it is a lot of fun!  

There are a few pre-recorded messages from Lady Gaga too if you fancy giving them a listen. 

Wednesday, February 3, 2021

Pampers India talks about equal parenting in their campaign #ItTakes2

It is always great to see brands taking a different thematic route in their campaigns. Fatherhood and the contribution fathers make to a child’s upbringing is really underestimated in our society. 

The new Pampers India commercial is a great example of contextual storytelling that you invest in emotionally. It talks about how it takes two to co-parent a newborn. The Pampers brand from P&G has always been a torchbearer for dads! This campaign is an extension of the work they have done over the last few years.

Pampers also has a social media surround campaign where they are asking their followers to share co-parenting stories which I think is a great idea. I’ve seen a few celebrities sharing their stories on Instagram via paid partnerships too.

The campaign also asks dads to take the #ItTakes2 pledge to be a partner in parenting. It is a good idea but execution doesn’t seem to work. The page doesn’t really render well (image looks stretched/ distorted) and it does nothing for the campaign. Do people still ‘take a pledge’ on static websites for things? It used to be popular part of digital campaigns about half a decade ago.

Friday, September 4, 2020

The Best Commercials I’ve seen recently

In these very odd times of all-round lack of enthusiasm and cynicism, some brands are coming up with heartfelt campaigns that truly strike a chord.

Here are a few commercials that really resonated with me because of their heartfelt messaging, brilliant storytelling and execution.

First up is the #Dream11IPL campaign #EkSaathWaaliBaat - Making a case for togetherness, since nothing else brings fans together more than Cricket in India!

Next is this wonderful commercial from Jeep India celebrating Ganesh Chaturthi the social distancing way.
Have you come across any commercials lately that worked for you? I’d love to hear!

Tuesday, August 25, 2020

Powering My Career: 17 years of Growing and Learning on the Job!

I recently completed 17 years of working (non-stop) in the corporate world across 4 very different organizations and more than 10 different teams. And what a ride it has been – one that I survived and live to tell the tale!

When I started as a fresher right out of college interning at Mindshare, all I could care about is getting a half decent first job. And then the ‘what’s next’ cycle started – how do I grow my skills, how do get the next salary jump, how do I get the next promo. It is a never-ending cycle which can get tedious, reason why so many of my friends quit to follow their passion and start their own venture or just freelance on their own terms. I chose to stick on and pursue my passion for creative writing in my free time.

As I look back at what seems like a different lifetime, the amazing experiences i’ve had and the great people i’ve met and worked with could fill an entire book, but we will keep it short for the purpose of this post and focus on some of what I learnt along the way (and I wish I had known when I started out). 

1. Nurture relationships and friendships you make along the way. 
A network only gives. One of my mentors asked me to read ‘Love is the Killer App’ by Tim Sanders. If you need someone else to tell you how important networking and ‘building relationships’ is, read the book.  

2. Collaborate, don’t compete. 
Everyone is different, has different capabilities and strengths. If you are good, you will survive. Unfortunately, a lot of teams and managers play one person against the other. Competition only breeds insecurity. You end up undermining your abilities and trying too hard to be someone you are not, which is exhausting and doesn’t take you far as a professional. Collaborate instead and leverage someone else’ strengths and help others along the way. Eventually, you forget everything else and only fondly remember the people that treated you well and helped you. 

Which leads me to the next learning - 

3. Don’t be insecure.
Focus on your strengths, build new skills and learn on the job. Insecurity is a waste of time and causes unnecessary stress (I realize now when I look back). As cheesy as it may sound, it is true that what is meant to be will find a way to you. All you should (and can) do is focus on your work and growing yourself instead of focusing on others. 

But of course, 

4. Ask for what you think you deserve.
I learnt this quite late in life. I believed (quite naively) that a manager will give you what you deserve without asking, only to realize much later that the process can be accelerated if you ask for that promo or raise and work with them on the milestones they think you need to achieve to get there. This way they are as invested in the process and are a partner in your success. And sometimes you will find a manager who is not invested in your career and this process actually helps you save precious time and make the choice to stay or move on. Either way, at least you know where you stand. 

And don’t forget to - 

5. Talk about what you do. 
I cannot emphasize enough how important it is to show up for yourself and take every opportunity to talk about the good work you are doing. But, please don’t be that person that just talks and never does anything to show for it :) 

And finally, 

6. Take all your vacations! 
Another one that I haven’t done enough of. Enjoy life outside of work, go out more often, travel, nurture hobbies, do things that help you grow as a person – they give you these vacation days to use and replenish yourself. No one cares that you worked so hard that all your vacation days expired at the end of the year, except that it leaves you fatigued. 

What are some of the lessons you've learnt along the way? 

Wednesday, June 3, 2020

Campaign Watch: Nike Membership #YouCantStopUs

Nike has a penchant (more often than not) for coming up with great messaging. The latest Nike Membership campaign is no different. It is restrained, motivating and topical in today’s volatile times. Who would have thought I would say this about a Membership program!

The campaign messaging is all about bringing about a sense of belonging to a community of people that inspire and cheer you on. Members get access to apps, products and rewards and the membership page brings together inspiring stories of grit and hope. Hope that we will come back from where we are today and that nothing can stop us even when the chips are down.
Promoted Tweet 

And while you’re at it check this out too. Let’s all be a part of the change. 

“No matter what we’re up against, we are never too far down to come back.”
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