Marketing Innovation

NBT cracks 1st public lecture ad innovation in talking to press TIMES NEWS NETWORK     In a first of its kind innovation in language press, NBT carried a talking advertisement on thing of commences Day in its Delhi and NCR editions.     Clinic Plus, shampoo daub owned by Hindustan Unilever Limited, provideed with Navbharat Times on this, with the media agency Mindshare working on the idea. TOI readers get out remember the first talking ad innovation done with(p) in September 2010. This concept was unique as non only was it a talking ad, it in addition sought to even out the theme a musical greeting bill of fare for moms. A special 4-page supplement was created that would serve as the greeting card with a musical chip playing out the Mothers Day greeting. Sundays NBT was inserted inside the same.     Srinandan Sundaram, GMHair Care, HUL tell: The objective was to create brand salience for the Clinic Plus brand which has been positioned as a shampoo for mothers and daughters. The insight was to use the occasion to express the unspoken love that exists between the two. He felt that NBT was a natural choice with its huge range of a function coupled with the fact that most if the consumers were Hindi speakers.

    Amin Lakhani, principal partner Mindshare elaborated: Mindshare Fulcrum finds innovative ways to connect with consumers especially in leveraging the print medium to the fullest. We seek to engage the consumer through 360 degree initiatives. with Times we have done Fragrance newspaper for Bru Coffee in TOI, Kisanpur in Bombay Times and now the talking musical greeting card for NBT Delhi and the NCR editions.     The exercise for 6 lakh copies was a logistical challenge with planning starting approximately two months in advance. Arunabh Das Sharma, president BCCL said, We are in truth happy to partner our jumper lead language brand with the leading hair care brand to create a path-breaking innovation. much(prenominal) advertising that appeals not just to the cognitive but also the emotional senses works... If you want to get a full essay, orderliness it on our website: Orderessay

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