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Digital Campaigns: The Future of Marketing
As consumers spend more time online, digital campaigns are becoming increasingly important in the marketing world. In fact, it is estimated that people spend more than six hours per day on digital devices, making digital campaigns an effective way to reach and engage with your target audience. Digital ads, in particular, have become a game changer for brands, as their emotional touch reaches the masses easily.
Join us as we run down the most contentious, unsuccessful, and some of the best campaigns of 2022:
Whitewashing imperfections with Colgate Visible White O2 toothpaste
Colgate is one of India's most well-known oral care product brands. They devised a one-of-a-kind advertisement to pique the interest of their customers. Colgate chose Dolly Singh for their advertisement, where she is showing a gorgeous smile while flashing her misaligned teeth. Its purpose was to make the advertisement more relatable. Because not everyone has perfectly straight teeth, the company recognises the diversity of its customers with this product.
CRED
CRED advertisements have prompted a new subgenre. Even from a distance, you can tell they are CRED ads. Some may find it formulaic, but in a good way. There's a lot of humour, nostalgia, and appropriate filters. They recreated some of the old ads in order to strike an emotional chord, by casting celebrities such as Karishma Kapoor, Anu Kapoor, Kapil Dev, and others.
BYJU’s
BYJU's was heavily reprimanded after naming popular footballer Lionel Messi as the brand ambassador of their social impact arm, Education for All, in November. Messi's appointment sparked outrage because it came just a month after BYJU'S laid off at least 2,500 employees, or 5% of its 50,000-strong workforce, in order to cut costs and move toward profitability. In addition, the company reported Rs 4,589 crore in losses for FY21, the largest loss ever reported by an Indian start-up.
Vimal
Although the trio of Ajay Devgn, Akshay Kumar, and Shah Rukh Khan working together on an advertisement is ground-breaking, fans were unconvinced. Vimal Elaichi sparked outrage in April when he cast Akshay Kumar alongside Ajay Devgn in the famous Zuba Kesari campaign. This sparked outrage on the internet, as Kumar previously stated that he will never endorse a tobacco product after being reprimanded for his 1998 Red & White cigarette advertisement.
A digital marketing campaign's success or failure is determined on the drawing board, as it is in each of these examples. Proper planning, extensive research, and thoughtful design can foster success while protecting against embarrassment. Another reason to hire only the most skilled teams when developing your own campaigns. What are your thoughts on these campaigns?
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