Digital Marketing Tips (Part 2)

Spend Wisely

Each Platform used to market online provides you with a different value. You need to analyze which outlet you should invest more time and money into, and which ones are not as imperative. Some platforms that work really well for one company, yield little to no results for another. It is all very specific to your brand, and you need to plan your budget accordingly.

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INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for an Automobile Company)

Best Multi Channel Campaign by/for an Automobile Company

By Inextis Events Pvt Ltd for Tata Motors Ltd

The Campaign

Zest – A word that connotes great enthusiasm and energy – exactly the persona Tata Motors had in mind when they launched the Zest. The aim was to rebrand themselves as a youthful and energetic brand in touch with the needs of today’s consumers. To understand and communicate with the millennial generation. Keeping the positioning in mind, objective was to connect with consumers in a meaningful yet stylish manner. To join in the conversation with consumers yet have fun while doing so. Being a key experiential and strategic partner to TML, Inextis had been working closely with them on various projects and the brand Zest in particular.

Hence a strong understanding of the brand ethos and what could be done to leverage it.

Key Objectives:

  1. Bring customers together for a shared experience
  2. Make them part of a community
  3. Build organic conversations that lead to media coverage

The Idea

The driving force behind their concept is the idea of “Family” to help the brand evolve into an inclusive community where consumers and their vehicles could come together under the umbrella of shared experiences. How they bought their concept alive:

The TML brands BOLT & ZEST were already part of a pan India program called the Mileage Rally. Their key idea was to tie all these small-scale rallies together culminating into one big rally that would become a part of the INDIA AND ASIA BOOK OF RECORDS. Tech driven engagements were integral to highlighting the energy and youthfulness of the brand while also providing fun user generated content that could be amplified on social media. The audience experienced engagements like:

  1. Anti-gravity Photo Booth.
  2. Tech Finger – Motion sensor gaming using your fingers
  3. Life Size Angry Birds

Racing tracks and much more, all of which were an instant hit with the TG. Inextis also shared a common goal with TML: The engagements needed to be not only innovative but shareable, amplifiable and most of all, fun for the Zest customer.


In order to bring their consumers into the Zest community, it was important to have a finale option where the audience could go from being passive spectators to fully involved participants – in other words, creating a feeling of being ONE family.

The core thought started from creating ONE rhythm together and resulted in creating the “Drums Cafe India” for the finale – where the audience came together and created a cohesive symphony – which, unsurprisingly, became one of the biggest highlights of the event.

The Result

  • #ZestRecordRun trended for more than 6 hours in India
  • Ranked number 1 for more than 2 hours
  • Digital Reach – 22 lacs
  • Digital Impressions – 34.2 million
  • Zest Run video on YouTube – 25lac impressions, 6lac views and 5lac post engagement
  • Covered by more than 40publications

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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INKSPELL – Case Study of the Week(Best Viral Marketing Campaign)

Best Viral Marketing Campaign

By Sparkt Private Limited for Star Plus

The Campaign

The channel, through its content, has always supported the cause of gender equity and has been a beacon brand for women, encouraging women to stand up for their identity.

Taking this legacy forward, and to challenge and question orthodoxy and age-old gender stereotypes that come in the way of progress for women they created a vibrant expression for the limitless power of women, through the brand philosophy of “Nayi Soch”.

The objective was to establish the new philosophy and generate a social media storm of chatter around #NayiSoch and innovative user engagement that created a movement on digital platforms reaching out to maximum users along with celebrity contribution.

The Idea

To leverage the biggest sport in the country that is dominated by males to break the stereotypical notions around lineage and identity fall short of acknowledging the role of women. The campaign films of real life examples of the 3 cricketer icons and the philosophy were released across all digital platforms along with on-air.

The channel took this thought to each and every user online by letting them join the #NayiSoch chatter on Twitter by not just tweeting but also sporting a virtual customized jersey just like the cricketers do in the films. The activity was a first of a kind ever done by any brand to connect with each viewer individually with a customized response and engagement where last name on the user profile, the profile pic change to customized jersey with mother’s name, a Twitter header of Nayi Soch with all 3 cricketers and a customized auto tweet on their feed happened altogether with a single click on the platform.

On 29th Oct, the Indian cricket team walked into the cricket stadium with their mother’s names on their jersey for a match establishing the philosophy of Nayi Soch – a first ever in sporting history. The channel released exclusive clips from the match on social platforms further amplifying the buzz.

The lead protagonists of the shows on the channel in exclusive video clips sported the jerseys with their mother’s names and spoke about the contribution of their mother’s in their success.

The channel unveiled the Nayi Soch with the new women characters and films with vibrant expression for the limitless power of women,that mirrored the brand philosophy of Nayi Soch on 7th November 2016.

The Result

  • Over 8 billion potential impressions.
  • Over 1lakh total mentions.
  • 2000K+ profile changes on Twitter.
  • 23Mn+ Video Views.
  • #NayiSoch trended at 1 spot in India.
  • Celebrities of the likes of Amitabh Bachchan, Aamir Khan, Sonam Kapoor, Arjun Kapoor etc also contributed to the cause in conversation on Twitter
  • Acknowledged by the Amul through hoardings.

Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #05:

Random Search to Personalised Research

Picture this, Google insights report that there has been a 115% growth in search volumes for mobile searches for ‘best face lotion and moisturizers ‘ , 165% growth for ‘best water bottles’ and a 305% surge in search volume for toothpaste related searches. Just when we were comfortable going with established product categories as being high involvement and low involvement, Google search data seems to turn in a googly at us.


With the handy mobile phone firmly held, consumers now declare their research obsession more than ever before. Given that ‘best’ and ‘reviews’ form the favorite query prefix or suffix, it’s a catcall to brands wanting to up their authenticity quotient online.  What is being said is perhaps as important as how it is being said! Hence, while objectivity should rule the roost with regard to content optimization, personalization in terms of empathetic tone in the narrative may be next big catalyst for content marketing.


For instance, when prospects search with the query ‘best toothpaste for gum problems’, should the toothpaste power brand use a clinical problem solving approach  prompting them to input current dental regimen, or should it showcase  a dentists’ FAQ section? Well, there is merit in both, as far as the dentists’ advice is contextualized to the context of the ‘person’ behind the stated problem.

#contentmarketing #content #marketersalert #profsmitha #icl2018

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Why Marketers should go for CDN?


CDN(Content Delivery Network) is a system of distributed servers that delivers pages and other web content to a user, based on both geographical locations of the user, the origin of the webpage and the content delivery server.

Wondering how it works? CDN minimizes the distance between the visitors on the website and the website server. The catched version of the content is stored at various different locations, those servers are then help responsible for delivering the content to the visitors lying withing the designated area.

I know… I know you might be thinking is CDN complicated?  So, CDN makes it easier to load the website for your visitor wherever they are in this big world. Hence, ensuring a consistent  experience for all the  consumers in terms of speed . And the best part is CDN’s are easy to implement are self configured.

Now you might even think that going for  CDN service providers will be a costly affair! NO!!! Most CDNs are third-party paid services and can range from expensive, high-end setups for enterprise websites, to more cost-effective small/medium website oriented solutions.


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The run for Content Superhero has begun! If you have a campaign with exemplary content then submit your work by clicking here.

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