Mumbai (Maharashtra) [India], June 22 (ANI): Sylvester daCunha, the creator of <keyword id="26280" type="General" weightage="100" keywordseo="amul" source="Orion">Amul</keyword>'s enduring '<keyword id="112355" type="General" weightage="50" keywordseo="utterly-butterly" source="Orion">Utterly Butterly</keyword>' girl, passed away in Mumbai. Amul's managing director Jayen Mehta expressed grief over daCunha's demise on Twitter, saying, "Very sorry to inform about the sad demise of <keyword id="17776156" type="General" weightage="50" keywordseo="shri-sylvester-dacunha" source="Orion">Shri Sylvester daCunha</keyword>, Chairman of daCunha Communications last night at Mumbai A doyen of Indian advertising industry who was associated with Amul since the 1960s. The Amul family joins in mourning this sad loss@RahuldaCunha." After coming across Mehta's post, many took to Twitter, mourning daCunha's loss. A social media user wrote, "Truly the doyen of Indian advertising industry and brand builder of many brands, closest we know personally is Amul !His immense contribution is worth many a salutes ... our prayers with the Da Cunhas and wishes for his legacy to continue and grow..!Om Shanti" Another said, "Shri Sylvester Dacunha will be remembered for his creative and out-of-the-box contributions to Amul. My heartfelt condolence to the family!" The Amul mascot has become a rage across the country with her witty one-liners on current issues, both political and otherwise. The trademark polka-dot dress, blue hair pulled back in a ponytail and adorable pink cheeks have added have made Amul's mascot a darling with millions across the country. (ANI)

Sylvester daCunha, man behind Amul's 'Utterly Butterly' girl, passes away

From the iconic Amul Girl to India’s first queer mascots, here are the most popular Indian mascots

<ul><li>The <keyword id="6393794" type="General" weightage="20" keywordseo="dairy" source="Orion">dairy</keyword> industry has been experiencing a consistent surge in raw <keyword id="6362951" type="General" weightage="20" keywordseo="milk" source="Orion">milk</keyword> prices. </li><li>Both the major dairy brands, <keyword id="15267021" type="General" weightage="50" keywordseo="amul-and-mother-dairy" source="Orion">Amul and Mother Dairy</keyword> had in August hiked milk prices by ₹ 2 per litre. </li><li>This is being done owing to multifold increase in varied input costs.</li></ul> After <keyword id="26280" type="General" weightage="80" keywordseo="amul" source="Orion">Amul</keyword>, another dairy major <keyword id="6376312" type="General" weightage="100" keywordseo="mother-dairy" source="Orion">Mother Dairy</keyword> has raised its milk prices by ₹ 2 per litre on full cream and cow milk variants with effect from Sunday (October 16). A Mother Dairy spokesperson said that the dairy industry has been experiencing a consistent surge in raw milk prices, which has increased by about ₹ 3/kg in the last two months alone, owing to multifold increase in varied input costs. "Increased fodder prices and low rainfall in some northern states have aggravated the situation. We are therefore compelled to revise prices to support farmers and ensure availability of quality milk for consumers," he said. Earlier, during the day, the Gujarat Cooperative Milk Marketing Federation (<keyword id="134812" type="General" weightage="20" keywordseo="GCMMF" source="Orion">GCMMF</keyword>), which sells milk and milk products under the brand name 'Amul' had announced raising the rates of full cream milk and buffalo milk by ₹ 2 per litre amid the festive season. The price of full cream milk has increased from ₹ 61 per litre to ₹ 63 per litre. Both the major dairy brands, Amul and Mother Dairy had in August hiked milk prices by ₹ 2 per litre to compensate the increase in procurement costs. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/us-offer-to-help-india-in-chip-manufacturing-just-lip-service-china/articleshow/94882797.cms">US offer to help India in chip manufacturing just lip service: China</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/two-months-with-samsung-galaxy-z-fold-4-as-a-daily-driver-its-only-getting-better/articleshow/94864757.cms">Two months with Samsung Galaxy Z Fold 4 as a daily driver: It's only getting better</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/us-pilots-are-worried-that-5g-rollouts-can-trigger-altimeter-failures-in-aircrafts/articleshow/94863029.cms">US pilots are worried that 5G rollouts can trigger altimeter failures in aircrafts</a>

Mother Dairy raises milk prices by ₹ 2 per litre on select variants

Evolution of mascots in India

<ul><li>After Vodafone’s ZooZoo and 7UP’s Fido Dido, new-age brands have stayed away from launching and nurturing a brand mascot. </li><li>However, Dunzo’s endearing mascots Harri and Dunya testify that mascots still work and help you stand out in the clutter. </li><li>We reached out to brand experts to understand if technology has impacted <keyword id="9768835" type="UNKNOWN" weightage="20" keywordseo="mascot-marketing">mascot marketing</keyword>, what are some of the things that brands should consider before launching a mascot in today's time, and what should it talk about. </li></ul>Growing up, we have seen the supremely charismatic <keyword id="125015" type="PERSON" weightage="20" keywordseo="Amul-girl">Amul Girl</keyword> comment on issues that nobody dared to refer to on public-forums. From government scandals to celebrity gossip to gender equality, the Amul Girl has spoken about it all unabashedly and continues to be loved by different kinds of audiences for the same reason even today! However, after the iconic Nirma Girl, McDonald’s Ronald McDonald, Parle-G Girl, 7UP’s Fido, and Vodafone’s ZooZoo, <keyword id="9768839" type="UNKNOWN" weightage="20" keywordseo="brand-mascots">brand mascots</keyword> did not make an appearance for quite some time and made us wonder if mascots are a dying trend. Brands did not want to invest in a labour-intensive exercise that involved a lot of commitment, regularity, nurturing and of course, money to make it all happen. And then Dunzo, a new-age home-grown delivery brand, dropped not one but two mascots, Harri and Dunya. Like Amul, its mascots also comment on status-quo with its well-known pun, swag and humor. Many technological advancements have been introduced in our country since the Amul Girl was born and the marketing landscape continues to evolve with it. We reached out to experts to understand what benefits a brand can reap by launching a mascot in today’s highly-cluttered landscape, what are some of the factors they should take into consideration and what should today's mascot look like and talk about. Experts opined that technological changes will come and go, but mascots will always offer a relatability factor -- a barrage of emotions packed in one image that helps connect the brand immediately with the audiences. Karthik Srinivisan, Brand Consultant and Social Media Expert, said, “There's nothing technological about mascots, as I see it. Regardless of where a mascot is used, in what kind of media, the primary purpose is to enhance memorability and association. Whether the mascot is depicted in a billboard, or a print ad, or TVC or an Instagram post, the basic purpose transcends technology and medium.” He said mascots offer higher recall value. “A mascot's purpose has always been to extend a brand's marketing effort. If the mascot enhances the memorability of the brand, or makes it more relatable, that is a good consideration for the mascot's need. The most basic things that a brand should consider fall under common sense - that the chosen mascot doesn't lead to any negative association or perception,” added Srinivasan. All mascots from the recent past like Harri, Dunya, ZooZoo and Fido are 3D illustrations that don’t just have a conversation and engage with consumers, they twirl, dance and even drive around on fictional streets. Albeit, experts we spoke to said dimensions don’t matter, message does. Ambi Parameswaran, Founder, Brand-Building.com said, “I am not sure if you can do better advertising simply because you can create a 3D image. I still believe the simple 2D of Amul Girl is one of my favourites.” Giving us an example, he said, “In recent times, Nippon Paint has used the colourful blobs, called Blobbies as an integral element on their campaign. These are 3D images that paint your walls and is an extension of something the brand has done abroad. I think the intelligent use of the mascots has helped the brand standout in the celebrity clutter that we see in all brand advertising, and also in paint advertising. I would rate it as a breakthrough in recent years.” “The mascot today becomes a bot when injected with technology. Interfaces can change, but the core persona of the bot must not,” seconds Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc, whose favourite brand mascot is Asian Paints' Gattu! Bijoor explained, “A Brand Mascot is a relationship that is forever. It is all about a more long-lasting engagement with the consumer than in the case of celebrities roped in to promote a brand. Keeping this in mind, it is important for mascots to embody the brand with a certain degree of personal integrity. Mascots must therefore embody within themselves the DNA of the brand in question. Integrity and a complete emotive-ability with the consumer is a core must.” Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said that even if the consumers move to a dominant digital environment, consumers will continue to remain humans and will always look for that human and emotional connect. Highlighting how mascots can be used to break clutter, Mitra said, “A mascot has the power to be leveraged across multi-media platforms from advertising to social media conversations to technology interfaces to activation programs as demonstrated effectively and endearingly by the Vodafone ZooZoos. While usage on one static medium such as packaging aids strengthening of the visual identity of brands, mascots are not done full justice when used that way. Relationships will continue to have a special place in consumers' lives, only the formats of engaging will evolve. The recent COVID lockdown times have shown how people from across the world have continued to strengthen their bonds leveraging technology. Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades.” Amul Girl steals the show Mascots can help personify the brand, maintain a voice, stand out in the clutter of celebrity endorsers, and establish the brand in an endearing, memorable and meaningful manner. Today, audiences also expect brands to have an opinion on political and social issues, stand for a cause and sell eco-friendly products. So, in today’s advanced social and technological landscape, what should your brand’s new mascot look like and talk about? All experts had one response to this question. Refer to Amul Girl. “Amul Girl remains right on top. This is mainly because unlike Asian Paints' Gattu or the Parle Girl, Amul has made contemporary use of their mascot in many kinds of topical situations through their everyday ads. Merely creating a logo and using it only in brand marketing is one thing, but Amul has gone beyond using it in marketing, and in a way made us think of Amul when we see the mascot in any context. That's the true success of a mascot - to bring people back to the brand every time they stumble on it even without the brand's name mentioned next to it,” said Srinivisan. “Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades,” said Mitra. So to conclude, experts said that a brand mascot should bring alive the brand narrative and its point-of-view. It will still help create a long-term relationship with your consumer if connected on a daily basis. Your brand would not have to worry about technological advancements and changing media landscape, mascots can be omnipresent and immortal.

From Amul’s 2D girl to Dunzo’s 3D Harri and Dunya, here's how mascots have evolved over the years and what they stand for today

<img class="gwt-Image" src="/photo/50283504.cms" style="width: 800px; height: 600px;" /> 
 
Slyvester daCunha got the <a href="http://www.businessinsider.in/searchresult.cms?query=amul">Amul</a> account in 1966 when they zeroed in on the advertising agency called Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing director of the agency and Eustace Fernandez, the art director decided to create something that would grab the attention of every housewife in the country. 
 
Dr <keyword id="168701" type="PERSON" weightage="80" keywordseo="Verghese-Kurien">Verghese Kurien</keyword>, the hen chairman of the Gujarat Co-operative <keyword id="6362951" type="ENTERTAINMENT" weightage="80" keywordseo="milk">Milk</keyword> Marketing Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot with two requirements. 
 
It had to be easy to draw and memorable. 
 And, the <keyword id="125015" type="UNKNOWN" weightage="80" keywordseo="Amul-girl">Amul girl</keyword>, who has been synoynmous with the brand was thus born. 
 His son, <keyword id="322298" type="PERSON" weightage="80" keywordseo="Rahul-DaCunha">Rahul daCunha</keyword> inherited the <keyword id="26280" type="COMPANY" weightage="80" keywordseo="amul">Amul</keyword> and kept the legacy alive. 
 
Hence, topical ads commenting on the situation in the country found a place in billboards and newspapers alike delighting us with their wit. 
 
As of the present, the team that produces up to six of these cartoons/ads per week comprises just three people: Rahul daCunha, creative head of ad-agency daCunha Communications, copy writer Manish Jhaveri and Jayant Rane, the artist who has been sketching Amul cartoons for a quarter-century now. 
 
Amul makes advertising a generic commodity like butter seem like an easy task with their clever use of puns on current events so much so that they have us waiting with bated breath for their take on anything and everything that has happened in the country. 
 
And, how can we forget the Amul Girl? She's become an indispensable part of every Indian's life. 
 
While it's close to impossible to pick favourites considering all the <a href="http://www.businessinsider.in/searchresult.cms?query=amul+ad">Amul ads</a> are brillinat in their own right, we at Business Insider went ahead and tried drawing up a list of our ten favourite Amul print ads from 2015. 
 
Have a look!

BI Year Roundup: Looking back at our 10 favourite Amul ads from 2015

<img class="gwt-Image" src="/photo/53708970.cms" /> 
 In a small town called <keyword id="2648" type="PERSON" weightage="20" keywordseo="Anand">Anand</keyword> in western India in 1946 farmers were having a difficult time having to deal with the exploitative trade practices followed by the local trade cartel. Refusing to be cowed down by the cartel, farmers of this area went on a milk strike. And they approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. His advice was natural, start a cooperative movement. 
 
And they did. 
 
Inspired by India’s freedom struggle, it all began when farmers in a small town near Anand city in Gujarat made milk as a symbol of protest. Tribhuvandas Patel was a local leader who had been imprisoned number of times during India’s struggle for freedom. With the help of his supporters, he found a dairy co-operative in 1946 in Anand. The cooperative movement was a movement against the atrocities of Polson Dairy, a locally-owned dairy in Anand, which procured milk from farmers at very low rates to sell to the Bombay (now Mumbai) government. 
 28 year old Mechanical Engineer from Kerala, <keyword id="168701" type="PERSON" weightage="20" keywordseo="Verghese-Kurien">Verghese Kurien</keyword> arrived in Anand in 1949 as a government employee to manage a dairy. Fed up with his monotonous and unchallenging job he had already made up his mind to leave but upon Tribhuvandas Patel’s request he agreed to stay back for few months to oversee installation of the newly ordered machineries. No one then knew that Dr. Kurien would never leave Anand and make it the milk capital of India. In 1955 <keyword id="26280" type="COMPANY" weightage="100" keywordseo="amul">Amul</keyword> (then short for Anand Milk Union Ltd) was born. Verghese Kurien was in almost every way the architect of Amul. He went from helping farmers repair their machinery to revolutionising the Indian dairy industry by scripting Operation Flood, a cooperative movement that turned India from a net importer of milk into one of the world’s largest producers. Not for nothing was Dr. Verghese Kurien called the Milkman of India. 
 
The first dairy, Kaira District Co-operative Milk Producers’ Union, which created Amul in 1955, handed over the brand name to Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1973. Thus, in 1973 the GCMMF was established to market milk and milk products manufactured by six district cooperative unions of Gujarat. 
 
<img class="gwt-Image" src="/photo/53709053.cms" /> 
 Branding played a major role for Amul’s success, the (original) Amul Girl was created by <keyword id="245066" type="PERSON" weightage="20" keywordseo="Sylvester-daCunha">Sylvester daCunha</keyword> (daCunha Communications) to counter the Polson dairy girl. Polson’s sexy village belle didn’t stand a chance to the tubby little moppet in the polka-dotted dress and a matching ribbon. Amul ads were cleverly designed to add a tinge of nationalism to an essentially rural revolution. The first Amul Ad campaign came in 1967 in Bombay (now Mumbai). And the response was phenomenal... and continues to be. Amul is also credited with a Guinness world record for longest running ad campaign of the world for its Utterly Butterly girl portraying day-to-day issues since 1967. In 1977, the Amul story was showcased through a Hindi movie titled Manthan directed by Shyam Benegal starring Naseeruddin Shah, Girish Karnad, Smita Patil and Amrish Puri which also won National award for best film. The movie again demonstrated the power of collective might as the movie was financed by a contribution of Rs. 2 by 5 lakh farmers. 
 
And then, Amul became a brandname in its own right. It is said that for Operation Flood, Kurien’s idea of having farmers own the brand went a long way in creating a sense of ownership and, in turn, responsibility for the product’s quality. Since the mid-90s, Amul has been able to take the range outside the security of traditional products, milk powder and butter. Amul diversified to everything from ice-cream, curd to long-life flavoured milk. Brand Amul is now present in over 50 countries. 
 
<img class="gwt-Image" src="/photo/53709061.cms" /> 
 
Amul has come a long way since its inception. The contribution of Amul in development of rural India as well as economic growth of the nation is legendary.

Inspired by India’s Freedom Struggle: Amul - The Brand, The Revolution, and The Campaign

<img class="gwt-Image" src="/photo/53667403.cms" /> The need for economic reforms in India, essentially the economic liberalisation in the country, was felt during 1991 when there was a need to rejig India’s economic policies and make it more market-oriented and attractive for private and foreign investment. 
 Many other changes to stimulate the <keyword id="6356076" type="UNKNOWN" weightage="100" keywordseo="indian-economy">Indian economy</keyword> were also required. Specific changes such as reduction in import tariffs, deregulation of markets, reduction of taxes, and greater foreign investment were essential for India to grow, economically and stably. 
 
However, some argue that liberalisation led to increased poverty, inequality and economic degradation and nothing much had changed except for the ruling parties. 
 
But, it cannot be denied that in FY 2013-14, the Indian growth rebounded to 6.9% and then in 2014-15 it rose to 7.3% after implementing the reforms. 
 And to depict these transitions and bringing out them to the public was beautifully done by <keyword id="26280" type="COMPANY" weightage="100" keywordseo="amul">Amul</keyword> through its ads. When it comes to creativity and marketing, Amul wins everyone’s hearts hands down. 
 
Amul depicted the changes since 1991 through its ads and the little girl and the point was noted. 
 Here are 15 ads by Amul that will trace down the reform path this <keyword id="28240" type="PERSON" weightage="100" keywordseo="Independence-day">Independence Day</keyword>.

India’s economic reforms through iconic Amul ads

<img class="gwt-Image" src="/photo/49134877.cms" />An <a href="http://www.businessinsider.in/searchresult.cms?query=amul">Amul</a> advertisement showing a girl changing her playing habits to adapt with her kid brother has drawn flak from all quarters. 
 
daCunha Communications, which makes outdoor <a href="http://www.businessinsider.in/searchresult.cms?query=advertisements">ads</a> for <keyword id="6531735" type="ORGANIZATION" weightage="20" keywordseo="Gujarat-Cooperative-Milk-Marketing-Federation">Gujarat Cooperative Milk Marketing Federation</keyword>'s (GCMMF's) Amul brand, is facing ire on social media as the film is being considered <a href="http://www.businessinsider.in/searchresult.cms?query=sexist">sexist</a> and regressive. 
 
Amul fifth digital film-‘Har Ghar Amul Ghar’-went live on September 19 and ever since is attracting criticism. 
 
However, GCMMF has denied allegations of the film promoting gender bias. 
 
So much so was the anger that Sanjay Tripathy, senior executive vice president and head of marketing, product, analytics, digital and ecommerce at HDFC Life, tagged Jayen Mehta, general manager for planning and marketing at GCMMF, on Facebook and wrote: "Stop this ad." 
 
People also gave negative comments to the ad on <a href="http://www.businessinsider.in/searchresult.cms?query=youtube">YouTube</a>. 
 
The digital film shows a little girl decorating a room with dolls and she places a Barbie doll and Winnie-the-Pooh soft toy inside a baby cot. Enters the father with a newborn baby. He places the baby in the crib and replaces the Winnie and the Barbie with a Spiderman toy saying, "Bhai isse thodi na khelega?" 
 
The father talks to the little girl who seems visibly upset as her efforts to greet the baby went futile. 
 
Finally, when the girl says that she is disappointed as her baby brother won't be playing with her "dolls", the father starts teaching her to play cricket so that she can play with her brother. 
 
Experts say the ad was irresponsible and was not progressive. 
 
Prasad Challapalli, senior VP and head of iContract (part of Contract Advertising), wrote on Facebook: "The father rebuking the girl in the beginning was totally unnecessary. And insensitive in today's day and age of #BoyBrowsing -when girls get to decide what they want to do. End of the day, it does nothing for the brand except generate backlash." 
 
 
 
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/Zx2nFhS6Z_A" width="560"></iframe> 
(Image/Video: Indiatimes/YouTube)

This Amul ad is going viral for all the wrong reasons

<img class="gwt-Image" src="/photo/46606026.cms" />During this cricket season the brand that has scored with its TV campaign, grabbing eyeballs in the process is <keyword id="2048958" type="COMPANY" weightage="80" keywordseo="Cricbuzz">Cricbuzz</keyword>.com. But then there’s a catch to their success on the idiot box. From among the TV Ads they unveiled this season, only one has struck a strong chord with viewers. That’s the ‘Cricket ka Keeda – Milk’ one, where a husband browsing the app on his mobile phone absent-mindedly bowls a packet of milk, only to have it land on his wife’s head and drench her. Viewers loved it! Note two comments on the video uploaded on <keyword id="10879" type="CITY" weightage="80" keywordseo="YouTube">YouTube</keyword>. Sushant Jadav had this say, ‘Concept was superb but the actors made it absolutely awesome, duck karna chahiye tha na, that line made me burst into laughter.’ Another viewer, <keyword id="2770307" type="UNKNOWN" weightage="80" keywordseo="Bobby-Ramani">Bobby Ramani</keyword> wrote, ‘Absolutely hilarious! This ad makes me burst out laughing each time!! Can relate to it!!!’ 
 What’s interesting is, though Cricbuzz put up three Ads on YouTube on the same day, a month ago, the ‘milk’ one has almost four times as many views as the other two. A show of hands in my class too confirmed how popular the ‘<keyword id="2770308" type="UNKNOWN" weightage="80" keywordseo="Milk-Ad">Milk Ad</keyword>’ is. Now this is not the first time such a thing has happened in the world of TV <keyword id="35666" type="COMPANY" weightage="80" keywordseo="advertising">advertising</keyword>. Remember <keyword id="79563" type="UNKNOWN" weightage="80" keywordseo="Naukri">Naukri</keyword>.com and the ‘<keyword id="241428" type="PERSON" weightage="80" keywordseo="Hari-Sadu">Hari Sadu</keyword>’ Ad? The one where workplace boss, Hari Sadu is helped by his subordinate using cuss words to book a table at a restaurant? The Ad hit home, big time! Then the slide started. <keyword id="818790" type="UNKNOWN" weightage="80" keywordseo="the-rest">The rest</keyword> of the Hari Sadu series of Ads that followed sank without a trace. Here’s another example. Remember the <keyword id="1587761" type="UNKNOWN" weightage="80" keywordseo="Mentos">Mentos</keyword> ‘Dimaag ki Batti Jalla De’ Ad on TV? The one where a college kid walks backwards and fools his <keyword id="6356384" type="POSITION" weightage="80" keywordseo="Professor">professor</keyword> to get a seat despite being late to class? That one too went viral. All the other ads in the Mentos campaign featuring a college kid at a musical recital and other similar scenarios went past viewers without even a whimper. 
 
Considering this gaggle of evidence from TV advertising, it’s pertinent to ask if there’s a pattern here that we can learn from. So here’s the question. Why is that brands are more often than not remembered for the one Ad only, despite having released a series as part of their communication campaign on broadcast media? To unravel the reasons, it’s important to understand the role viewer senses and their adaptation to stimuli (read, advertising) play in the success or failure of communication campaigns. So here’s what happens – 
 
1. Stimuli Selection – The ad that grabs viewer eyeballs is the one that presents to viewer senses, stimuli that’s out of the ordinary. That could mean the content is uniquely witty and something viewers can relate to. In the case of Cricbuzz, Naukri, and Mentos, the Ads that connected were the ones that made viewers grin broadly, plus the ‘relatability’ quotient was top notch. 
 
2. Threshold Setting – The problem with ‘uniquely witty’ advertising is that it raises the viewer threshold of ‘uniqueness’ and ‘wittiness’ for those to follow. So to catch viewer attention subsequently, the second or the third Ad must be ‘super witty’. Truth is, most follow ups aren’t and so they sink. 
 
3. Sensory Adaptation - What makes it worse for following Ads is by then, every marketer tries to join the ‘witty’ bandwagon. So there are now too many Ads trying to be ‘funny’ and so ‘funny’ goes out of the window a la ‘viewer fatigue’. The jokes don’t work anymore! 
 
So is there something marketers can do to arrest the effects of a rising viewer threshold, and the damage sensory adaptation to stimuli can cause? 
 
Of course! Here’s what they must do. 
 
1. Note rising stimuli threshold – First recognize that the threshold has been raised, and so ensure subsequent ads are crafted with care. Don’t do funny for funny’s sake, because the first amusing Ad worked. Know this time the viewer won’t bother, unless your Ad puts on view unique original content, or one that’s outscored the previous setting with enhanced wit and relatability quotient. 
 
2. Assess and cross the ‘JND’ – The Weber’s Law of Just Noticeable Difference (JND) says, to produce a noticeable variation in sensory experience, there’s a minimum amount by which the stimulus intensity must be changed. If such a minimum amount isn’t crossed, the subsequent stimulus will have zero ‘arresting’ power. That means, for subsequent ‘funny’ Ads to catch consumer attention, they must be ‘funnier’. Plus the difference between ‘funnier’ and ‘funny’ must be at or greater than the JND. 
 I agree that isn’t easy, especially since the ‘first’ funny Ad raises viewer threshold. But that again doesn’t mean it can’t be done. There are brands out there that have done it, even over decades. The ‘<keyword id="26280" type="COMPANY" weightage="80" keywordseo="amul">Amul</keyword> Girl’ on a billboard and elsewhere for example, hasn’t just managed to catch and keep our attention; she has also made us grin broadly every time she has appeared! Why not, with copies such as, ‘Cricket ya Gaylee Danda’, ‘India, Jeet te Raina’, ‘Swachh a Big Burden’, and others, Amul not just defined our sensory thresholds, it crossed it consistently breaking JND barriers! 
 
Now that’s advertising genius we can all learn from! 
 
(Ray Titus is Professor of Marketing &amp; Strategy at the Alliance School for Business, Bangalore. He is also the author of 'YUVA INDIA: Consumption &amp; Lifestyle Choices of a Young India'.) 
 
(Image Courtesy: cricbuzz.com)

Know the trick behind creating a successful ad campaign

New Delhi [India], May 16 (ANI): <keyword id="9766785" type="General" weightage="100" keywordseo="Lok-Sabha-elections-2024" source="Orion">Lok Sabha elections 2024</keyword> have seen a <keyword id="20108198" type="General" weightage="20" keywordseo="voter-turnout" source="keywords">voter turnout</keyword> at polling stations of about 66.95 per cent so far, as approximately 451 million people have voted during the first four phases of ongoing general elections. In a bid to encourage voters to exercise their franchise in large numbers, ECI has enhanced its targeted interventions to reach out to every eligible voter. The Commission led by CEC Rajiv Kumar along with ECs Gyanesh Kumar and Sukhbir Singh Sandhu, further directed CEOs of the states going to poll in the fifth, sixth and seventh phases to timely distribute voter information slips to all electors and enhance outreach activities. "Commission strongly believes that partnership and collaboration are essential pillars of the voter awareness programme. It's heartening to see that, at the Commission's request, different institutions, influencers and celebrities with significant reach are working enthusiastically on a pro-bono basis," Chief Election Commissioner Rajiv Kumar said. Further, he added that a higher voter turnout would be a message from Indian voters to the world, about the strength of Indian Democracy. He urges all the voters to cast their vote in huge numbers, as voting day is not a holiday but a day of pride, by participating in the festival of democracy. According to an official release, various <keyword id="21686177" type="General" weightage="20" keywordseo="voter-awareness-drives" source="keywords">voter awareness drives</keyword> and campaigns have been carried out by stakeholders in collaboration with ECI. Telecom Service Providers such as Bharat Sanchar Nigam Limited, Bharti Airtel Limited, Jio Telecommunication, and Vodafone-Idea Limited are reaching out to every mobile user in the respective parliamentary constituency through push SMS/Flash SMSs, outbound dialling calls to mobile users, RCS (Rich Communication Services) messaging and WhatsApp messages/alerts. These activities are carried out two/three days before the poll and even on the poll day, in regional languages, with an appeal to vote. ECI has collaborated with BCCI for voter awareness activities during the ongoing IPL season. The voter awareness messages and songs are being played at different stadiums during the cricket matches. The most innovative aspect of this campaign is the administration of voter's pledges by cricket legend Sachin Tendulkar in a pre-recorded video message, at various IPL venues. Further, voter awareness messages are integrated into cricket commentary. Cricketers from 10 IPL teams have encouraged voters to participate in the <keyword id="19895394" type="General" weightage="20" keywordseo="lok-sabha" source="keywords">Lok Sabha</keyword> elections in 2024 with their recorded voter awareness messages. A voting day alert was sent to all Facebook users pan India to inform and inform the voters about the general elections and to nudge them to participate in the festival of democracy, the release mentioned. The release further stated that WhatsApp personalised messages have begun on polling day. Google India is contributing through its iconic feature of Google Doodle on poll days and banners appearing on YouTube, Google Pat and other Google platforms. The Retail Association of India has been actively engaging with voter awareness activities, through their retail network, whereby retail chains are encouraged to celebrate the election as a festival. The vast network of post offices and banking institutions was utilised by ECI to reach out to a wide and diverse audience across the length and breadth of the country. In collaboration with the Ministry of Petroleum and Natural Gas, the parliamentary elections campaign logo "Chunav ka Parv, Desh ka Garv" has been integrated with the IRCTC portal and tickets. Voter awareness announcements have been integrated with the public address system at all railway stations. The logo stickers are used on coaches of the superfast trains. In collaboration with the Ministry of Petroleum and Natural Gas, hoardings on voter awareness have been installed in about 16,000 retail outlets. In collaboration with the Ministry of Civil Aviation, airlines are making an inflight announcement with an appeal message to participate in the ensuing elections. Voter guides are being kept in aircraft seat pockets. Apart from this, many airports are providing space for the display of voter awareness messages. Selfie points have been installed at airports in 10 major cities viz. Delhi, Mumbai, Kolkata, Bengaluru, Hyderabad, Ahmedabad, Lucknow, Patna, Chandigarh, and Pune. Cinema theatres across the country are playing ECI voter awareness films and ECI Song Main Bharat Hoon, Hum Bharat Ke Matdata Hai, at regular intervals, as a part of the Public Service Awareness (PSA) film. Sansad TV is creating short films on Unique Polling Stations set up in remote corners of the country by the election machinery after navigating difficult terrains to demonstrate the challenges in ensuring voting at the last mile. AMUL, Mother Dairy and other milk co-operatives have started branding their milk pouches with the message 'Chunav Ka Parv, Desh ka Garv' and encouraging voters through social media platforms. AMUL is also encouraging voters with its unique messaging through AMUL Girl Topical advertisements in newspapers. Prasar Bharati: Doordarshan has produced, various short films, including appeals from constitutional functionaries like President of India, Vice President of India, and Chief Justice of India, among others. Further, unique polling stations are being covered by the regional Kendra's audio-visual documentation. Music App Spotify is running a campaign called 'Play Your Part', and they have issued print advertisements, and curated the playlists for the elections, on their app. Payments app PhonePe has integrated voter awareness message into their app and is actively encouraging voters. BookMyShow has launched an integrated campaign, titled "Aaj Picture Nahi, Bigger Picture Dekho," to raise awareness among voters. MakeMyTrip is running a campaign titled 'MyVoteWalaTrip', whereby discounts are offered to citizens going to vote. Food delivery platforms such as Zomato and Swiggy are disseminating voter awareness messages through their platforms and social media activities. Grocery App Blinkit changed its logo to "Inkit" for the elections, incorporating a message encouraging people to "Go out and Vote" as a tagline. Uber India is reaching out to voters through multi-channel messaging (in-app, emails, push notifications), offering discounts for rides to polling stations, and amplifying voter awareness messages on social media platforms. Bike app Rapido has been encouraging voters with a free ride to vote. Urban Company has launched 'I Have Voted Campaign' to encourage voters. Tata Neu app, serving as the Tata Group's group-wide consumer-facing mobile app, prominently features the "Cast Your Vote" animated banner on its homepage, with additional initiatives currently underway. Truecaller is enhancing its layout by displaying voter awareness message during outbound calls Some other independent initiatives are Mankind Pharma #VotingVirgin campaign, clothing brand Neeru's "Vote ki Taiyaari" TVC, Tinder's "Every Single Vote Counts" campaign, creatively curated social media post by Matrimonial sites like Jeevansathi.com, etc and discounts for voting by popular brands such as Shoppers' Stop, MakeMyTrip, Chroma and many more. Four phases of Lok Sabha polls have been held and the voting will conclude on June 1 with results on June 4. The remaining phases will be held on May 20, May 25, and June 1.

451 million voters! First four phases of Lok Sabha elections witness 66.95% voter turnout so far

<keyword id="10879" type="General" weightage="20" keywordseo="Youtube" source="Orion">YouTube</keyword> has announced the new <keyword id="316990" type="General" weightage="100" keywordseo="foundry" source="Orion">Foundry</keyword> <keyword id="14587422" type="General" weightage="20" keywordseo="Class-of-2022" source="Orion">class of 2022</keyword>, the company's global artist development programme that focuses on discovering and supporting talent around the world. <keyword id="10569922" type="General" weightage="20" keywordseo="Noor-chahal" source="Orion">Noor Chahal</keyword> and <keyword id="2103988" type="General" weightage="20" keywordseo="Kayan" source="Orion">Kayan</keyword>, both Indian artists, are among the 30 artists from various genres and continents chosen for the Foundry class of 2022. Foundry, founded in 2015, is YouTube's independent music incubator, supporting indie artists at all stages of their careers through annual artist development classes and ongoing release support campaigns. Foundry artists are next generation entertainers, recognized for their innovative approach to music and storytelling. To date Foundry programs have supported 250 independent artists, with alumni including Arlo Parks, beabadoobee, Clairo, Dave, Dua Lipa, ENNY, Eladio Carrion, girl in red, Gunna, Kenny Beats, LostStories, Natanael Cano, Omar Apollo, REI AMI, Rema, Rina Sawayama, ROSALIA, <keyword id="8799842" type="General" weightage="50" keywordseo="seedhe-maut" source="Orion">Seedhe Maut</keyword>, Snail Mail, Tems, Tenille Arts and many more talented musicians. Pawan Agarwal, Director, Music Partnerships (India &amp; South Asia), YouTube, "Helping discover and break new artists, while helping them navigate every stage of their career is one of YouTube Music's core goals. This is especially important for independent artists, who are navigating today's increasingly digital landscape to find stability, creative fulfillment, and a global community of fans. Foundry gives independent artists a springboard to success and we're excited to support such emerging artists and reduce barriers along their journey." The latest Foundry class includes a global collection of artists from the US, India, Korea, Japan, Brazil and Sub-Saharan Africa. Featuring genres such as country, afropop, soul, latin urban and many more, the new class of musicians includes: . Amari' Noelle (US) . Ashley Cooke (US) . ART (DE) . AVUA (BR) . BabyTron (US) . BIBI (KR) . Black Sherif (SSA) . Bruses (MX) . Danielle Ponder (US) . French The Kid (UK) . Genesis Owusu (AUS) . HaruNemuri (JP) . Joeboy (SSA) . Jossman (CO) . Kader Diaby 4Real (FR) . Kaike (BR) . Kayan (IN) . Magdalena Bay (US) . Mehro (US) . Nemahsis (CAN) . Noor Chahal (IN) . Obongjayar (UK) . RIMON (NL) . Roxane Bruneau (CAN) . Skiifall (CAN) . Snow Tha Product (US) . <keyword id="14587421" type="General" weightage="50" keywordseo="sudan-archives" source="Orion">Sudan Archives</keyword> (US) . Thuy (US) . TSHA (UK) . <keyword id="14587420" type="General" weightage="50" keywordseo="yoss-bones" source="Orion">Yoss Bones</keyword> (MX) Noor Chahal said, "Being an independent artist always comes with an essence of absolutely being true to your music as well as your audience. An artist's success cannot be measured by definite parameters, everyone has their own definition of success. I see Foundry helping my music reach new people and ensure that my potential does not go undiscovered or unacknowledged. Every independent artist needs a push like that and I am nothing but grateful to YouTube for this opportunity." Kayan said, "Freedom. To do what I want. It also challenges me in so many ways which teaches me a lot. I guess if you're happy doing what you're doing you're successful, having said that. It doesn't hurt if I can pay my bills, fund my own music, own all of it and still have the drive to want to do better. YouTube is a crucial platform for artists. To connect with my audience and fans and to have a place to share my work with them is super important. Also to understand my audience better and work with that kind of information is such a great strength to have. Foundry is the perfect program to help me really grow what I'm working for." Foundry is intended for independent artists with a vision for their own success, as well as to assist them in navigating the demands of today's music industry. YouTube offers partner strategy support, marketing promotion, and seed funding for content development, which can be used for anything from trying out new music to diversifying video creation formats. 2021 Foundry alumni Seedhe Maut shared, "We constantly strive to push our creative limits to the maximum, and our vision has always been about creating as well as experimenting with music that pushes our boundaries. Being selected as part of Foundry gave us the opportunity to expand our vision and share our music with a wider community. YouTube as a platform has been exponential in sharing our work and connecting with more people across the globe." SEE ALSO : <a target="_blank" class="c-link" href="https://www.businessinsider.in/business/news/top-10-most-chosen-fmcg-brands-of-india-as-per-kantar-report/slidelist/93206746.cms">Parle, Amul and Britannia are the most chosen FMCG brands of India in 2021: Kantar report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/explainer-why-is-americas-largest-crypto-exchange-coinbase-in-trouble/articleshow/93207659.cms">Explainer: Why is America's largest crypto exchange Coinbase in trouble?</a>

Noor Chahal and Kayan, as part YouTube's Foundry class of 2022

<ul><li>The aim of micro-marketing is to tap into 'intent-rich' moments.</li><li><keyword id="8379773" type="UNKNOWN" weightage="20" keywordseo="Dinakar-Menon">Dinakar Menon</keyword>, Business Head, <keyword id="8304947" type="UNKNOWN" weightage="20" keywordseo="big-trunk-communications">Big Trunk Communications</keyword> tells us how micro-moments can be leveraged to tap on customer’s intent and drive business and also when its is best avoided.</li></ul>We live in a digitally-connected world. People spend over 5 hours on their smartphones every day. The number of people who own smartphones is increasing every minute. Internet penetration is almost over-arching and data is becoming cheaper with each passing day. How does all this impact the customer? Well, let’s look at a digitally connected customer and how she runs her day. She wants to purchase a new smartphone as the current one is giving problems. What would she do? Of course, she would “Google” the best available smartphones, try to check out the stores in her locality which have the smartphone she prefers, and seek out reviews on her digital community through Facebook and other social media channels. She would then try to compare prices and buy it through an Amazon or Flipkart. She might have quickly used “Youtube” to find videos about the phone and watch it before making the purchase. The concept of Micro-Marketing is to tap into the above mentioned 'intent-rich' moments. Such moments are a boon to marketers. While it is not as easy as it sounds to identify and leverage micro-moments for the benefit of the brand, the following key tricks can enable marketers to get this right: <ol><li>Understand what’s on the customer’s mind (A strong SEO Strategy) – Brands ought to use their digital prowess to figure this out. If you track and analyze what the customer searches about your brand, it will help you understand the micro-moments in which you should garner her attention. A strong SEO strategy will help to get the customer directly on the desired landing page of your website. You can remarket to them till the prospect converts into a customer by creating a consistent omni-channel experience from there on. </li><li>Be there. Be useful. Be Relevant – Contextual targeting through paid ads: Search is a crowded space and with the top three spots being occupied by the brands that spend well on Google Adwords, most brands will have to figure out other ways to tap into these micro-moments. Platforms such as Facebook, Twitter, Quora, Linkedin etc. do also enable brands to be present in those micro-moments when the prospects need the brand. Paid ads can not only enable the brand to show up at the right time, it can also ensure that the messaging is apt, relevant, creative and clear. This is a great value add for brands which work with a good digital marketing partner to creatively garner mindshare in these micro-moments. </li><li>Leverage Data and build customer journeys (Analytics based <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">mobile marketing</keyword>) </li></ol>The fact that customers will see the brands on their mobile phone is no longer a surprise. Brands must ensure that their content is optimized and responsive across mobile devices. In the age of apps, mobile marketing can induce actions from the customer and those actions can be collated and transformed into insights over time. These insights can help build customer buckets and respective journeys. How does this help? It can congregate customers who are alike in terms of their preference based periodic actions. It can take this cohort of customers and then design micro-moment marketing campaigns. For example, if a particular set of your customers buy groceries from your app on the first day of the month, mobile marketing will enable to capture this intent-rich shopping moment well and marketers can curate micro-moments into the customer journey to convert the customer’s intent into purchase and accelerate business. While micro-moments can be leveraged to tap on customer’s intent and drive business and brand recall, there are instances when micro-moments marketing is best avoided. The 'micro-moments' that you may NOT want to tap There are some micro-moments which brands may not want to tap. A classic example is the recent campaign “Wuhan Se Yahaan Le Aaye” by Amul showing the Amul girl wearing a mask. It invoked a lot of negative reviews from the audience. They were quick to relate the campaign with the Corona Virus epidemic and found it to be very insensitive. While Amul will live another day, such campaigns could be best avoided by brands that are making a mark. Brands have also tried to integrate their campaign ideas with shocking micro-moments such as the tragic death of Basketball genius Kobe Bryant. The “micro-moments” marketing campaigns created around this incident was at the receiving end of the customer’s ire as they viewed the campaigns as being insensitive and opportunistic. There will be immense opportunity to ride topical waves and enhance recall for your brand so skirting controversial micro-moments may not be a wise strategy and brands should stay clear of such micro-moments. Is there an ideal Micro-Moments Marketing strategy? Brands needn’t worry about the ideal strategy. They are best served if they focus on: Understanding Customer journeys: If brands can understand a day in the life of their customers, they would know what they seek out and when. Understanding the customer’s digital journey and preferences and creating those micro-segments for customers is the bedrock of these campaigns. The journeys are best understood by analyzing their search patterns, the words that they associate with your brand and the experiences they share. Listen to them. Carefully: Social listening provides immense fodder for brands to analyze moments and classify them as “intent-rich”. Once these moments and the customer journeys are reviewed and analyzed together, it delivers rich micro-moments and messaging possibilities. Be the first to know and leverage: Once you get the above in order, keenly observe trends in the digital space, scout for topical conversations and curate micro-moment messaging around the same. The possibilities of success with such an approach to micro-moments marketing is very high. Technology and Analytics – The hygiene yet essential ingredient Brands need to understand that digital technology will be the key driver for micro-moments marketing. The contact databases, marketing automation, customer segments etc. should be in place and brands should have the capability to schedule and execute campaigns in real-time to best leverage these micro-moments. A few seconds delay in loading your landing page can translate to an opportunity loss of millions of dollars. The data generated as part of campaign results should be analyzed and reused. The value of the data generated from micro-moments with regards to customer’s/ prospects preferences, interactions etc. is pure gold and will enhance the hit rate and success of subsequent campaigns. -- This column has been written by Dinakar Menon, Business Head, Big Trunk Communications

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