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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
1.
2. A very brief history of
Branded Content
BC 1.0
– Event/TV show Sponsorship
BC 2.0
– Product Placement
• Guru – Hero Cycles, Bobby – Rajdoot Motorcycle,
Black Eyed Peas ‘I’ve Got A Feeling’ – Nokia
BC 3.0
– Content Creation
• Coke Studio, Dewarists, Hero Roadies
BC 4.0
– Next is what?
3. A brand is merely a
brand, an inanimate
object, until enough
people care about it
4. Once enough people
care, they
congregate & form a
community around
the brand
5. The confluence of the
congregation creates
an energy field
around the brand
6. The energy field then
reaches a critical
mass, and as an
organic force of
nature, breathes life
into the brand
7. It is at this point that
the brand develops a
heartbeat and
becomes a living,
breathing entity
22. Coke Studio is BrandALIVE!
• In Pakistan, the show airs on over 23 channels
• Time magazine once called it “one of the 10 best
things to happen to Pakistan”
• 39.3 million youth were reached via the TV show in
India
• More than 4 Million radio listeners across 29
cities in India
• 700,000 Facebook fans in India & 1 million+ in
Pakistan and counting
• 75,000 subscribers & 50 Million+ views on YouTube
collectively
• India website garnered 100,000 visitors in 3
weeks
• More than 10 million Mobile downloads thru BluFi
• 16 Live concerts took place across India to
reach & engage directly with over 10,000 fans
• CD album sets in India went platinum within weeks
• Pakistan is gearing up for season 5 & India for
season 2. Many countries to join the fray
23. Platinum Rules of Engagement!
§ Be relevant!
§ Generate attraction!
§ Be transparent / generate trust!
§ Be authentic!
§ Invite interaction!
§ Allow customers to share control!
§ Celebrate aesthetics!