The internet is increasingly becoming noisy with so many brands trying to push out their content to get hold of the audience’s attention. We are already experiencing ad blindness due to overexposure to ads on all devices. It’s so normal in our families to start chatting or ignore the tv when the ad commercials are going on. The same happens on the internet.
Now you’d ask me, do ads still work?
I’d say yes, they do, but with valuable and relevant content. Let’s find out how.
There are a few brands who’ve mastered the art of content marketing to its core. They very well know what works with their audience and they excel in it almost every time. I’ve been keeping an eye on such Indian brands for some time now and have decoded 20 such examples for you.
Go ahead, take hints from these & excel in your content marketing game.
⦁ Fevicol
https://www.instagram.com/fevicolkajod/
“No products are boring, only the marketers are”. There is no better proof of this saying than the brand ‘Fevicol’. The brand never fails to wow its users with its conceptual designs yet managing to promote the product. Fevicol is a brand always keeps up with the social media trends and the marketing team at Fevicol takes everything as a challenge to come out with something amazing.
The number of trendy and creative ways they come up with to promote the age-old product is just great. It very well knows what the Instagram generation seeks on this platform and excels it all the time making it an appreciable example of content marketing in India from 60 years.
Almost all the posts by Fevicol are engaging enough to spark a conversation from its users. This helps maintains a top of the mind brand recall for the brand Fevicol among the users. Not only on social media but also on traditional mediums like TV or newspaper, they ensure to make it creative enough to get a WOW always from its customers.
⦁ Behrouz Biryani
Have a look at this great content marketing example by Behrouz Biryani.
[Video] https://youtu.be/wdIbloH6-Gc
Good content marketing or Advertising? A combination of both.
Rebel Foods the parent company of BehrouzBiryani is a 2011 founded company, but the image that they are trying to convey with this brand story is about being a 2000-year-old traditional brand. And undoubtedly the story is amazing.
I do not say that the product and its quality does not matter, but the brand story or the packaging has to be unique. Remember, people see the brands first and then the products. It is the brand story that has to impress the prospect first and Behrouz biryani knows this very well.
⦁ Durex India
https://www.instagram.com/durex.india/
Can you think of creative and non-adult ideas to market Durex products on social media consistently?
The marketing team at Durex has taken this as a challenge. Almost every content pushed out on social media by Durex is so unique it is sure to grab your attention and give you a smile.
It is always interesting to keep a watch on brands which we think is difficult to market for any reason. This is undoubtedly a great example of content marketing done in India keeping in mind the culture and preferences of Indian people.
Check out a few of the content put out by Durex India that went viral and were featured in many marketing platforms.
⦁ Swiggy
https://www.instagram.com/swiggyindia/
Swiggy has successfully cracked the code to keep its audience hooked with its content. They very well know that the major audience segment those orders from Swiggy are the youths. They make sure to create content that is trendy with the content going viral or being liked upon social media. They feed this young audience segment with what they are feeding on to the internet. If you look at the content marketing example of Swiggy closely, they do not try to excel in the creative but they excel in the content pieces. Each content published by Swiggy is sure to activate your hunger pangs thereafter emerging itself as a solution to it.
⦁ Ola
https://www.instagram.com/olacabs/
Each content published by Ola is either targeted for the users or the driver-partners or both of them. The passenger Cabs services market has 4 segments of customers, those who don’t mind sharing the cabs, the one who prefers taking personal Cab wherever they go, office goers and outstation / long journey commuters.
Most of the customers of Ola across the segment are in the age group of 20-45 years, are young, office goers, and college students. They know it very well and understand the target audience’s psychology. They run contests, announce driver superstars, and run timely campaigns like #Chaloniklo, #Outofoffice, or #ChaabiChurao to engage with its users very well making it a good example of content marketing in India.
⦁ Mumbai Police
You heard it right, Mumbai Police. Ever wondered the Police department making good use of content marketing to spread awareness and discipline? See some of the examples below.
Whether it is Twitter or Instagram or Facebook, the Mumbai Police page never fails to impress you. The immediate response to every tag and comment gives the department a reliable and trustworthy image in the minds of the audience. They never go out of trend whether it is 10 years challenge, Lockdown, PubG, Cricket, or even Dhinchak Pooja.
⦁ Narendra Modi Election Campaign
‘Abki baar Modi Sarkar’, how can we forget this! I remember even the children playing in the society compound used to chant this line, you might have witnessed such instances too. From the poorest to the richest, everyone knew this tagline very well whether or not they watch TV. Why? Because there was no platform left where this did not go trending.
The content was not just made by the marketing team of BJP, but creators, memers, and even common people themselves willingly kept contributing to the content with their innovative ideas. It soon became a trend everybody followed and enjoyed simultaneously giving ‘Modi’ a top of the mind brand recall. See the example below.
[ Good examples of these posted on QUORA]
‘Ache din ayenge’ is yet another campaign by the marketing team of BJP that flourished very well and grabbed the attention of crores. The catch is when you say ayenge (will come) you subliminally consider that they do not exist currently. So this campaign first made people believe that these are not the good days and that the good days will come, once Modi is in power. This is a very good example of content marketing in India we all know.
⦁ Oreo India
Oreo India is another brand that has set a great example of content marketing in the Indian market. Penetration for Oreo in the Indian market was never easy with major players like Britannia and Parle leading the game. Oreo is present on almost all platforms including Facebook, Twitter, Instagram, Pinterest, and YouTube as it has a wide audience.
Oreo during its awareness campaign roped in the celebrity ‘Ranbir Kapoor’ to portray a young and dynamic personality. Marketers at Oreo push out content optimized for the distribution channel creating channel-specific content. With every content they rolled out along with the TVC they focussed on their product itself. However, they can still have an improved presence on both Snapchat and Pinterest.
Check out some examples of content marketing by Oreo India
⦁ Amul
Amul has always had bigger goals which are eminent with their age-old but worthy tagline ‘The Taste of India’. Amul is also a brand that always has a poster for any new social issue before anyone else. Being the largest market share in the milk and major milk products market, Amul targets the masses in India. Whenever there is an issue going on, we are sure to find Amul’s doodle with the brand mascot Amul girl addressing that social issue in her way. Many brands shy-away when it comes to putting their stand on any kind of social issues or news.
Amul is always there with its opinionated version of the situation on both platforms, Facebook, and Twitter. This makes the brand look and feel less robotic and creates a loyal, human connection with the audience.
⦁ Flipkart
Flipkart is an Indian e-commerce brand that has to face tough competition against brands like Amazon, Myntra, and Snapdeal. However, Flipkart is putting content marketing to its best use when it comes to TVC. Flipkart has mastered the game of content marketing in TVC among the e-commerce players. May it be Big Billion Days or an offer/service announcement, Flipkart always puts a smile on their customers’ faces with its creativity, messaging, and sense of humor.
The TVC series with kids dressed up and sounding like an adult while indulging in a conversation related to online shopping has won many hearts. These videos are shared a number of times and are funny, humorous, and engaging. Recently Flipkart has roped in celebrity Varun Dhavan to portray an image of young, dynamic, fun, and cool personality of the brand. During the lockup situation in the COVID pandemic in March 2020, Flipkart’s take on engaging its users with a contest to make and upload videos right from their homes is commendable.
⦁ OLX India
In 2015, OLX found that India has a great potential market worth Rs 56,200 crore of used goods like clothing, utensils, and books. To target these they came up with the witty campaign ‘Purana jayega to Naya ayega’. “The central thought behind ‘let the old make way for the new’ is that change leads to progress. Only when you let go of the old, you create an opportunity for new things to happen in life,” said Amarjit Singh Batra, CEO, OLX India.
The brand brought back popular actor known for his humor, Kapil Sharma for their campaign ‘Shaadi Ke Funde’- Just Married. The videos take a funny stand on how the overdose of wedding gifts end up becoming used-less.
⦁ Imperial Blue
Imperial Blue has mastered the art of content marketing through its witty TVC, making it the favorite whiskey brand in India. The brand very well knows that its target audience is the men and understands men’s psychology very well. Who does not know the ‘Men will be Men’ video campaign by Imperial Blue. Check-out below if you have missed any of the series.
Each ad perfectly portrays men’s emotions with a funny angle and undoubtedly every man can relate to it.
Results, smile, laughter, connectivity, and thus an increased brand recall for Imperial Blue.
⦁ Shaadi.com
This brand makes the wedding a little less serious and more interesting business. The fact that Shaadi covers every aspect of the wedding including pre and post-wedding, differentiates it from other players. If you are wondering for the post-wedding campaigns have a look at #fastforher. A campaign initiated by Shaadi urging men to fast for their better halves. That’s good.
But what we shall discuss here is the campaign ‘Love arranged by Shaadi dot com’. Have a look at the TVC below.
The brand believes in creating and marketing video content while coming up with campaigns like, ‘Amazing proposals’. Youtube is the major distribution channel for Shaadi and it seems to be working very well for the brand. Their content marketing strategy for YouTube and TV is totally apart from that of social media.
These campaigns very well relate to the target audience and get the desired brand recall for Shaadi.
⦁ OYO India
OYO is a brand that is preferred by on the go travelers, young businessmen, and couples primarily.
https://www.instagram.com/oyorooms/
⦁ Avengers Story
The whole of the Marvel Avengers is a content marketing game which had started in 1963 with the first release of their comic issue. This is almost 57 years ago.
https://www.marvel.com/comics/issue/6951/avengers_1963_1
They have portrayed such a powerful background story and the presentation of each character along with their fictional world, not only Indians but the whole world is a fan of it to date. Starting with comics to animes to toys, games, now movies, series, and whatnot.
They’ve just been refreshing the characters with some new looks and introduced some new ones to spark more engagement. You guys, of course, know it better than I do.
⦁ McDonald’s India
⦁ Manforce
⦁ Mother Dairy Icecream
⦁ Zomato
⦁ Coca-Cola
