The Independence Race- Case of Ujjawal Jwellers and Nirman TMT
The thought
We all celebrated independence day of India, yesterday.
With every working executive witnessed flag hosting, two ideas flew freely and like a virus for sure.
1. One more Sunday- Gone.
2. This year every Festival is on Sunday.
Scarcity of holidays led us to yearn for it.
So now if you again want your country men to value the independence, create a scarcity of it.
Now obviously I do not mean that take away the independence, but rather stop only doing the same old, Lal Kila rituals.
Do something which makes me feel the freedom?Hmm Like
Oki,
like
1. Can you allow a free entry to cinema hall to most people, and show them some great movie.
2. Can you have a free, Fly an aeroplane by answering few questions, and see whats the human is capable of contest and make people fly first time in life.( Kingfisher, here is an idea for ur business- No one ever forgets the first things in life.)
3. Can you give me a party of freedom, where the 12:00 o clock midnight, I can dance as much I want, then early morning, I can ensure to give people food as much as they desire to eat, and touch the lives of thousands of people.
If independence stands for 1st, the very first day of our freedom, there are endless opportunities for a Brand to gel with it and create the difference.
The Case
Ujjwal Jwellers, and Nirman TMT along with some local FM channel partnered at the city of Raipur,
and hosted the biggest flag of the city at a place called "Shahid Smarak".
Well what have they got out of this?
How many people care about the flag been hosted by Ujjwal Jwellers or Nirman TMT, and even if they hear about it will they buy the product?
Why Independence day is not a Celebration like any other festival, but rather seems as a tough task to complete, and a National Holiday?
No they won't because, the target customers are no longer interested in these issues.
Instead if Ujjawal Jwellers could have hosted a small Fashion show, ( the industry they belong to, jwellery and fasion), where only hand made products was shown by some good enough models,
they would have automatically got the media exposure, and the right target audience could have been buzzed by their name.
If Nirman TMT, could have distributed, Baloons, the Tri colour ones, to one school, along with their name on it, and asked them to make a "Chain of Youths", they could have buzzed the right sentiment, of building a chain of youth.
Every parent whose child was involved in the process could have directly become involved, and then
they could have given a beautiful certificate of participation to these students.
Imagine what this could have done for the brands like Ujjwal Jwellers or, Nirman TMT.
But then these are tough things to do, and the easiest thing for todays marketer is
to buy ad space in some media channel and go on expecting a very high return.
I call this a blind race,
Just because we have made it though, its not necessary to continue to do it.
and its "WE" who can change it.
Labels: Business, Fourth of July, History, Holidays, Independence Day, India, Territorial Disputes, The Marketer's Mind, United States
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