Creating/Building a brand on a social media platform is like, “handling a small child and trying to feed him through all necessary things that need him to grow.” It is more than getting a targeted reach. The main motive of building a brand on social media is creating brand awareness and engaging its unique customers on social media platform and about how do you keep your brand promise. Creating/ensuring a communication process is in a place to offer a feedback within the organization to the customer.

It is a digital shift in personal and business life where your likes, dislikes, habits and relationships in terms of brand are open to everyone. Social media is a broadest medium; a change from traditional media to social media is a shift of media for more brand loyalty. Various social media platforms like Facebook, Twitter, You tube Flicker, Blogs, LinkedIn are the unique commonly used platforms required to promote social media. The recently welcomed one was Google+ which came up with unique features.

Facebook, being the primary platform, most widely used by brands, is generally used to market your brand. Also the brand comes up with some engaging content which makes the users stay on the page by being loyal to the brand. Taking the advantage of creating various tabs on the Facebook page, one can display their products/service in a better way.

Twitter being a more precise platform doesn’t have all such benefits. It is more like micro-blogging kind of platform which is effectively used to create a brand presence. Brands like Jet Airways, Best Buy, Star Bucks, Dell are performing great on this social media platform. Many other Twitter tools and directories help the brands a lot in promoting their business.

You Tube is a video channel is more of a visual branding. It helps to promote a brand through by its videos, TVC’s and advertisements. It is gladly said that people learn more when they see something visual. Promotion through this medium/platform works for those brands which can create more effect in the minds of people.

LinkedIn is the world largest professional network for social media, where huge business houses promote their brand. This platform connects you with the trusted business houses and helps to share various ideas, knowledge and business opportunities to a range of professionals. With various options of creating a brand page, a brand can do all such activities on this platform.

Blogs is a shared online journal, giving the information about the brand, describing latest events, happenings, or various other discussion topics about the brand. People generally go for blogs to share some information which is more related to the brand presence in the market.

Finally it could be said that branding is the most important aspect on social media platforms. It not only helps stay connected with its customers but also helps in keeping them updated about the brand. In a nutshell, it is most crucial aspect in today’s business scenario.

The presence of Social media for all brands is too huge. Many famous brands like OREO, Threadless, Coca-Cola,Pepsi ,Channel [V] India, Vodafone have a unique presence on Facebook with a huge fan base and interaction on a wider scale.

The main motive of brands going for social media is brand awareness.  Brands do adopt social media for spread more knowledge in terms of making the brand more user-friendly.

Social Media can be broadly specified as
S – Spread

O – of

C – Communication

I – in

A – a

L –Linguistic manner through a different media channel.

It generally depends on the brand how does it communicate to its target audience. How it is maintaining its presence on the particular platform? The emerging trends towards social media and the upcoming sites are an added competition to the existing ones, both the brands and social media platforms. People generally follow the platform which is more user-friendly. So keeping this in mind, the most known platforms do follow the pattern of making the user interface more easy for people to communicate and work with.

Recently, Google came up with the new social media platform known as Google+ which included about same features of Facebook like creation of a gang group (Circles), sharing of images or the specific features where it wants to look a little different from Facebook. But it seemed not more enough to come up at the stage where the Facebook is. It still needs to upgrade itself to an extent, so that it seems that Google+ has given a different way to a Social Networking site which Facebook is adapting now. Something new, something niche has to be identified by this developing platform.

It’s ultimately “People’s Social media”, where a person like you and me would like to communicate, build up a brand, find a unique characteristic with that social networking site to promote their brand or them self on this upcoming and upgrading social media platforms.

Time(Secs): 40

StoryBoard - 

The ad portrays a young junior college visiting his boss’s place for some work. His boss has the collection of very valuable antiques with himself then be it a show piece, a rug mattress, or a vintage car. All the article are old, valuable but priceless. As the boss introduces these things to his junior  he has a sense of pride in his voice, showing that things that he posses are his status symbols achieved various years. And he is very particular about all the years in which he has those articles. In the end he comes across ‘Renault Fluence’, which his junior say has in 2011. The ad ends with a Voice Over with it doesn’t just redefines cars but it redefines status.

Media Gyaan Take: 

• With this TV campaign the Renault car is trying to come back in the Indian markets. It is the French origin company in partnership with Nissan a japan Based Auto Mobile company
• It is a typical Ad by a Sedan auto manufacturer, a well-known way of showing big things even by keeping it simpler, giving a modern type of image to tha car,
• With the punch line ‘Status Redefined’ the car clearly tries to project itself as an object of want.
• The car has been clearly targeted towards higher income classes of india, adding status to their possession by buying the vehicle.
• The main consumer buyer of the Car is clearly  the Urban Upper Middle Class
• Working for which like all the Sedans this car has been positioned as the status symbol

4P’s of Renault Fluence

Product :It is just a new Car in the car market of india which is growing annually by 20% nor is there not much innovation in the style of exhibition of this type of product in the commercials

Price : The price per target have been stated between 13.5 – 15 lakh.  So as to target the SEC B2 (Upper Middle Classes)

Place : The car is designed for the Urban population of india. So, the target is all A & B cities of India

Promotions : The first promotion Mode has been this TV commercial itself.

However the Commercial has been  perfectly made, n is capable of impacting the Indian set of customers as well. But, more of innovative idea could be used while creating the first TV campaign for the Brand in India.

Ratings - 3.5 out of 5 

Website – http://renault.co.in/

Tata Manza – “A Class Apart”

Agency : Draft FCB Ulka |  Website : http://www.draftfcb.com/

Time (Secs) : 90

Summary of the TVC :

The commercial was in a Warehouse. A group of people from another automobile company walk in, headed by their boss who is a bit shrewd types. The boss has a close observation of the car, n it’s various aspects – colour, space, technology, power. As the boss asks his Officer about each feature, “We have?” he in an awkward manner replies, “No.” The boss asks, “So what do we do?” A young officer of his whispers to his colleague “Buy it immediately.” Boss hears this comment. The commercial ends where boss is driving the Manza with that young engineer locked in the boot space. And a voiceover says “It’s what every car wants to be.”

Media Gyaan take:

• It is an approach to show the car as an A class drive, but ad in no way illustrates the kind of SEC targeted
• This gives an ambiguous picture about the exact target consumers
• One disguised idea in the ad is’ Japanese are known for their world-class automobiles, and that’s the prime reason of showing Japanese men getting an inferiority complex when compared to Tata Manza.’
• The idea was to show that the car has such fine features that even Japanese automobiles do not have
• Nice idea but doesn’t appeal much

Ratings: 2.2/5

Website : http://www.cars.tatamotors.com/manza/home-page.html

In the last post we saw the review of apex ultima commercial, from a very lively commercial of Asian Paints Apex Ultima , lets look into one of the  touching commercial of Bharti AXA Life insurance – Memories

Bharti Axa Life Insurance – “Jeevan Suraksha ka Naya Nazariya”

Agency :  Grey India. | Website : http://www.grey.com/India/

Time (Secs) : 60

Summary of the TVC :

This commercial is a perfect example of ‘short and sweet’. A small commercial like that one creates a huge impact on the masses . Ad, shows an old woman trying to get back the life insurance income, left back by her husband after his death. She has to repetitively go to the insurance office to get the money, n yet she hasn’t got her claim on her possession.She isnt even treated properly by the people there.But in second situation she enters into the office where she is ensured that she will get back her ‘amanat’ within 48 hrs. She is also treated in a homely attitude

Media Gyaan Take:

• The ad properly communicates just the kind of demographics targeted by the product. i.e SEC B.
• Commercial in a disguised fashion appeals the emotional quotient of the target customers, to covert them to their product.
• The commercials main aim is to convey that they follow the policy of money back guarantee within 48 hrs i.e 2 days. Which insurance agency fail to give.

Ratings : 4.6 out of 5 

Website : http://www.bharti-axalife.com/