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Experiential Marketing and Swadeshi Movement in India

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Experiential Marketing in recent years is catching the momentum and more companies are gearing up to start such campaigns to attract consumer’s attention emotionally, practically and rationally. Its aim is to create some kind of connection between a product and consumers. It allows consumers to respond to a product emotionally and/or practically. Experiential marketing campaigns need to be creative and ad campaigners must be aware of their target audience and site locations.

Gone are those old days when advertisements used to be jingles or mere a poster, now there is a steep increase in the number of television ads which involve the viewers emotionally, either through their sense of humour or by leaving tears on their eyes but still getting a positive attention towards their product. However, experiential marketing is not restricted to the television ads, but various campaigners have used their creativity to attract the consumers to their product by allowing them to interact with the advertisement in the physical world.

Some Interesting Examples of Experiential Marketing

 

One of the recent and very popular experiential marketing campaign was executed by Coca Cola in National University of Singapore. A vending machine was installed which would give a free can of Coca Cola when hugged tightly, this became very popular with students of the university and the campaign became very popular worldwide that almost all the major business and news journals covered it. It was a creative idea implemented by Oglivy and Mather of Singapore for the cola company. Leonardo O’Grady, ASEAN IMC director of the Coca-Cola Company explains: “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”

 

coca cola hug machine
Coke Hug Machine in National University of Singapore, Source unknown

World renowned automaker Volkswagen surprised newsreaders in India on 21st September, 2010 by giving them the first of its kind experience of a talking newspaper. As soon as readers opened the Times of India or The Hindu newspaper; a light sensor would activate a recorded advertisement announcing the arrival of “a perfectly engineered car” – the Vento. It not only did help Volkswagen, but also the newspaper companies which received appreciations by the readers. This creative idea was implemented by DDB India. Speaking on this, Lutz Kothe, head of marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a way of life, it extends beyond our cars to even the way we communicate which reflects in this initiative.”

 

BBC see both sides of the story
BBC World ‘See both sides of the story’ ad

 

BBC started utilizing the corner walls for their campaign “See both sides of the story” this advertisement literally allowed the public to see the two sides giving the message that BBC has an unbiased approach and covers both the sides of the news from every point of view.

 

Folgers coffee street ad
Folgers Coffee Street Ad
Folgers coffee in New York City turned ordinary man holes into steaming cup of hot coffee. In the busy city like new york where finding a banner space to showcase your ad is also difficult, Folgers came with an idea of using man holes for their advertisement campaign. Which no one would have ever thought of before, it is not just extremely creative, but it is also impossible to be missed as millions of people walk on the streets of New York everyday.

 

duracell escalator ad
Duracell Escalator ad

 

Duracell used the escalator’s base to advertise their batteries. The campaign involved placing a 3D sticker of Duracell batteries showing as if the escalator is being powered by their batteries. This gives an impression of the high power and potential of their product, although it may not be possible to power a whole escalator with a pair of two standard AA size battery cells.

 

While all over the world innovative ideas have been coming up to create a difference on how consumers behave towards their product, Television ads have reached a new high in attracting consumers with their all emotions involved as people cannot interact as much physically as in real life, the only scope for the advertisers is to directly strike consumer’s passion and emotions.

Swadeshi Movement Connection

 

In India, Indian companies have been using experiential marketing with the formula of their national identity. Time to time companies create advertisements to make Indian consumers aware of their Indian origin. Such campaigning idea has its roots in Swadeshi movement. It was a movement to weaken British Empire in India economically and create better economic conditions within India and Indian people by abjuring English products and using only Indian made and Indian origin products. As described by Mahatma Gandhi, the movement was of utmost important  for swaraj (self rule). The movement was mainly propelled by Aurobindo Ghosh, Lokmanya Bal Gangadhar Tilak, Bipin Chandra Pal and Lala Lajpat Rai who were full with enthusiasm and anger after the partition of Bengal.
People gathered and burnt all the imported clothes and products they had, they boycotted buying any foreign product, even imported sugar. Local industries, handicrafts, small scale workers and farmers gained a lot, creating a better integrated economic structure among Indians and demoralizing English rulers whose one of the main purpose of being in India was its market.
Indian companies are still active in tapping that general mindset among Indian people and making them realize their greatness as their products are of Indian origin. It could be another form of experiential marketing as it is only on television, but still allows consumers to interact with their emotional senses. Watching such advertisements on television, consumers are able to connect to those times when their ancestors or they themselves had struggled to get rid of the foreign rule. It fills the public with enthusiasm, patriotism and passion and allows them to better interact emotionally with the product.
Today almost all the major Indian brands have harnessed the potential of Swadeshi movement in the current scenarios. Videocon coming with the tag line “Indian Multinational” in their ads became very famous at the time when Indians realized that the country is moving ahead with a very fast pace. Indian actor Shahrukh Khan would appear on the television sets and say “the Indian Multinational”.
An Indian man would appear on the television screens flying from India to the different countries showcasing the cultural icons of those countries, chanting “vande matram” Aditya Birla Group came up with the tagline “Taking India to the World”, making Indians realize the value of their company how they are making the brand name “India” more popular in the world.
TATA group came with an advertisement showing a little girl how proud she was to see an Air conditioner, which is still out of reach from for many Indians living in Indian villages. The girl insists on Voltas Air conditioner’s Indian origin and says “India ka AC” (Air conditioner of India). Voltas air conditioners are considered to be cheaper, more efficient and powerful.
When India opened its doors for the international companies after liberalizing its economy in favour of globalization in 1991. There was a fear that local Indian companies might lose in competition with the matured brands from the developed world. However, today almost in any sector Indian companies are able to outperform their foreign counterparts. There are many reasons for this, one being that Indian markets were opened quite at later stage when government had realized that Indian companies have got matured enough. But one of the major reason is also that Indians of today’s generation have started preferring India brands once again which is indeed because of such advertisements that connects people to Swadeshi movement.

Taking example of the auto industry, three out of top four auto companies in India are Indians by their market share. Leaving behind other companies who have a great foothold all over the world.

  1. Maruti – 40% (India)
  2. Hyundai -13.88% (South Korea)
  3. Tata – 13.12% (India)
  4. Mahindra – 7.89% (India)

Source: rediff.com

Recently India observed telecom revolution, which has penetrated even the remotest parts of India, this was due to the result of aggressive competition between government-private and private-private companies. Today almost all the big names in India like Tata, Aditya Birla Group, Videocon, Reliance, Bharti are in telecom business. Again among the top four mobile carrier services in India, three are Indians.

  1. Airtel
  2. Vodafone
  3. Idea
  4. Reliance
When it comes to bank, Indian banks receive tough competition from global players like Citibank, HSBC and Deutsche Bank, however when it comes to the best banks in India including foreign and domestic, all top seven positions are occupied by the Indian ones.

 

best banks in india
Source: Business Today

 

Experiential marketing is anything that allows users to interact with their products either physically or emotionally. Some creative campaigns can become so popular that they might start attracting consumers out of the targeted area bringing more profit, revenue and popularity. Implementing such creativeness could be costly, but if researched and analyzed properly, it can bring good results, especially brand popularity and name.

 

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Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

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How To Safeguard Your Business

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Businesses of all sizes face security risks on a daily basis. For example, a recent study found that, on average, 69.2 crimes that affect businesses, such as theft, occur every hour. Furthermore, in an era when we spend more time online than ever before, these threats have also turned digital – with cyber attacks increasing by 600% during the COVID-19 pandemic. 

As a result, those who want their businesses to continue to thrive, need not only concern themselves with business plans and new product ideas – they also need to be putting plans in place to safeguard their business. After all, failing do so could result in: 

  • A loss of profits.
  • Property damage. 
  • Legal complications. 
  • Damaged reputation.

With that in mind, here are some simple ways in which you can safeguard your business. 

Focus on access control. Access control is so important for companies because it enables you to manage who comes in, and out, of your business. This can stop unauthorised personnel gaining access to secure areas, meaning it can result in crimes such as theft. It can also heighten your health and safety procedures, especially if you have specialist equipment on site that only qualified personnel can use. Thankfully, there are various ways in which you can improve access control. For example, you could install video intercoms, which allow you to speak to/see whoever is requesting access remotely. Click here to find out more about video intercoms business.

Train your staff. Training your staff to become more security conscious (both in terms of digital and physical security) is a great way to safeguard your business. This is because many security mistakes are the product of human error; such as forgetting to lock doors/windows or forgetting to log out of software at the end of the day. By providing your staff with the appropriate training, you are 

strengthening your business security.  

Install security alarms and cameras. Installing security alarms and cameras will do more than simply alert you should a security breach occur; they are also a proven deterrent against crime. This is because they capture clear evidence of the crime, meaning it would be easier to catch and prosecute an offender. As a result, you may get much greater peace of mind as a result of installing these features on-site. 

Change your passwords regularly. Cybersecurity attacks are not always elusive or super technical. In fact, they are often the product of poor password control, which gives hackers the chance to access your systems and data. This can wreak havoc for any business, especially if any sensitive information, such as banking details are leaked. As a result, you should ensure that you choose strong passwords for your business. While this may seem something of a no-brainer, 61% of businesses do not apply basic password security techniques. You should also change the company passwords every three months. If employees have personal passwords for their emails, you should encourage them to do the same to maintain good cyber safety standards.

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Legal services that make life easier for expatriates and international companies

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Photo by EKATERINA BOLOVTSOVA on Pexels.com

When living in or doing business in a foreign country, you have to comply with a number of legal requirements that can only be carried out effectively with the right support from a professional team specialized in that area. Let’s find out what services you can get when you are an expatriate or own a foreign company that has to operate under a different set of laws.

Expatriates and expatriate companies must always comply with a variety of rules and requirements in order to be legal in the country where they reside, after all, that is the local law and it should be followed. In these cases, it is always necessary to seek professional advice from expert lawyers who know how to act in certain circumstances.

There are many good law firms that have amazing lawyers on their staff who are exclusively dedicated to immigration, international business and global mobility cases. They are specialists in the area, such as Carbray lawyers in Spain, who have earned a well-deserved reputation for their excellent work and professionalism.

This law firm has more than 15 years of successful track record, with first class services that help clients cut through red tape and help companies that need talent from other parts of the world to bring them in as quickly and effectively as possible.

Their services are mainly focused on accompanying its clients from the moment they decide to settle in the country until they need any legal advice on the different matters they have to deal with.

It is a legal firm that provides support to all international companies that come to the country, as well as those that, being nationals, will settle in other countries. The plan will always be to give them legal advice on everything they need.

Immigration procedures

Another speciality in which Carbray is an expert is in cases of people who arrive in the country and need to regularize their immigration status. immigration lawyers in Spain have a lot of work to do, due to the high rate of immigrants who are frequently entering the country and need to regularize their legal status.

The lawyers in this area know everything about the legislation and jurisprudence that applies to expatriates and non-residents in the country, as well as all the regulations and processes that must be complied with in order to obtain the corresponding visas and authorizations.

Types of residence permits

The variety of authorizations issued by the Spanish government to non-resident foreigners is quite high. There are different types:

  • Wealth or non-profit visa: this is a permit to live in Spain for up to one year, as long as you do not work in the country, although you can work remotely for foreign companies. With Carbray’s support, you can get this visa quickly, without so much red tape; you just have to prove that you have enough income to survive without working. 

Another advantage is that if you need to bring your partner and children, you can do so by making a joint application. By obtaining the visa, you and your family can enjoy all the rights and freedom of movement of all European citizens.

  • Golden Visa: also known as the investor visa, this is a residence permit issued to non-Europeans who want to invest in the country. It is very easy to apply for and does not require any further formalities beyond the investment to be made.

This permit takes about 20 days to process, lasts for two years, can cover the partner and children, and also allows you to work in the country.

  • Self-employed visa: this is a permit for self-employed workers to work in Spain for one year, which can be extended twice, for two years each. After five years, a permanent visa can be requested.

To apply for the corresponding authorization, you only have to demonstrate that you have sufficient resources to invest in a business project and possess the skills to carry it out and develop it.

  • Visa for entrepreneurs and companies: intended especially for those who are going to set up a company or a branch in Spain.
  • Residence permit: to live permanently in the country.
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4 Changes to Increase Your Bottom Line: Dip in Revenue? No Problem!

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It’s happened to the best of us: a dip in our bottom line. Don’t worry, though, there are plenty of things you can do to move that curve back up! In this blog post, we will discuss four changes that you can make to improve your revenue and get your business back on track. Making just a few small changes can have a big impact on your bottom line.

Evaluate Your Expenses

One of the first places to start when you are trying to increase your revenue is by evaluating your expenses. Take a close look at where your money is going and see if there are any areas where you can cut back. Even small changes can make a big difference in your bottom line. If you’re not sure where to start, try looking at things like office supplies, travel costs, and marketing expenses. See if there are any areas where you can reduce spending without sacrificing quality or effectiveness. Don’t be afraid to negotiate with vendors either. If you feel like you’re paying too much for something, reach out and see if you can get a better deal. You may be surprised at how often this works! Finally, make sure you are taking advantage of any tax breaks or incentives that your business may be eligible for. There may be some easy money that you’re leaving on the table!

Review Your Pricing

Another way to increase your revenue is by reviewing your pricing. If it’s been a while since you’ve evaluated your prices, now is the time to do it! Make sure you are charging enough for your products or services to cover your costs and leave you with a profit. Don’t be afraid to raise your prices if necessary. If you’re providing a high-quality product or service, your customers will be willing to pay more. You may even find that raising your prices helps to increase demand for your product or service! Of course, there may also be times when lowering your prices is the right move. This can be especially true if you’re trying to enter a new market or reach a different customer base. By offering a lower price, you can attract new customers and boost your revenue.

Increase Your Sales

One of the most obvious ways to increase your revenue is by increasing your sales. This can be done in a number of different ways. First, take a look at your marketing efforts. Are you reaching as many potential customers as possible? If not, it may be time to invest in some new marketing initiatives. These include from your website design to social media to traditional advertising. There are a lot of great options out there, so find one that fits your business and budget and get started! You can also try selling more to your existing customer base. Upselling and cross-selling are great ways to boost revenue without having to find new customers. If you’re not sure how to do this, ask your sales team for help! They’ll be able to give you some great ideas. Finally, don’t forget about seasonal sales! This is a great time to offer discounts and promotions to boost your revenue. Just make sure you plan ahead, so you don’t end up cutting into your profits!

Reduce Your Expenses

Now that we’ve covered some ways to increase your revenue let’s take a look at how you can decrease your expenses. Reducing your expenses is another great way to improve your bottom line. Here are a few ideas to get you started: First, take a close look at your inventory levels. Do you have more products than you need? If so, you may be able to reduce your inventory costs by reducing your stock levels. You can also save money by negotiating better deals with your suppliers. If you feel like you’re paying too much for something, reach out and see if you can get a better price. Chances are, your supplier will be happy to work with you! Finally, make sure you’re not wasting any resources. This includes things like office supplies, energy, and even water. By reducing waste, you can lower your expenses and improve your bottom line.

There are a lot of great ways to boost your bottom line. By increasing your sales, reducing your expenses, and taking advantage of tax breaks and incentives, you can easily improve your bottom line. So what are you waiting for? Get started today!

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