Mobile Apps

HDFC, ICICI, SBI,  Banks launch m-pay apps

Following developments and innovations in digital technologies in India, financial services companies are also taking increased interest in nurturing their relationship with technology. To serve the new-age tech-savvy consumer in India, Axis Bank launched its Ping Pay app via an ad campaign featuring film actress Deepika Padukone.

 AXIS BANK

Axis Bank has been very active in the television commercial space and launched various campaigns with its brand ambassador Deepika Padukone but its Ping Pay app is Axis Bank's first venture into the app market. Targeting the social networking youth of India, the app allows the user to transfer money via social networking platforms such as Facebook, Twitter, WhatsApp, emails and SMS.

The commercial articulates this insight as “Jab bhi Pay karo, kuch na kuch say karo”.

The ad campaign has not introduced the feature as a purely digital feature of a financial services company but it also seeks to add the attributes of social media communication to the app.

NEW INFORMATION ON BANK PAYMENTS : 

Commercial banks are entering the mobile payments space, a market that was incubated by Airtel Money, but which since then has seen a host of players including Vodafone m-pesa, Paytm, MobiKwik and Oxigen.

HDFC Bank

HDFC Bank has just launched Chillr, a third party app platform that allows users to transfer money to anybody in their phone book contacts. The user only needs to know the phone number of the person to whom he/she is transferring. But the transfer happens directly from and to bank accounts. For now, only an HDFC Bank account holder can send money, but can do so to any bank account holder. Till date Chillr users can transact up to Rs 50,000 per month.

ICICI BANK

ICICI Bank launched the Pockets app. Pockets is a wallet model like Paytm and MobiKwik.  It is not necessary to be an ICICI Bank account holder to use it, but account holders can use it with their internet banking credentials. The app uses a virtual Visa card and users can choose to add a zero balance savings account to it. Pockets allows users to transact upto Rs 10,000.

SBI BANK

On 18th August,2015 Union Finance minister Arun Jaitley launched State Bank of India's mobile wallet- State Bank 'Buddy' in collaboration with Accenture and MasterCard. The 'Buddy' application will be available for all customers irrespective of the bank the customer is banking with or card customer is using. The application will be available on the Google Play Store and Apple App Store.

The Mobile Wallet comes with features like send money to registered and new users, recharge and pay bills instantly also book for movie tickets and flights.

 Competitors

• Paytm ( Payment Through Mobile)

Paytm founder Vijay Shekhar Sharma is the consumer brand of India’s leading mobile internet company owned by One97 Communications. One97 investors include Ant Financial (AliPay), SAIF Partners, Sapphire Venture and Silicon Valley Bank.Paytm is India’s largest mobile commerce platform. Paytm started by offering mobile recharge and utility bill payments and today it offers a full marketplace to consumers on its mobile apps. Paytm received a big boost when cab aggregator Uber chose to use it as their wallet.  In the year 2014, Paytm entered India's e-commerce market providing facilities and products similar to businesses such as Flipkart, Amazon.com, Snapdeal. In 2015, it has also added booking bus travel.

The world is becoming increasingly mobile. People want access from wherever they are, whenever they need it. Paytm has an option of recharging and shopping from whenever, anywhere and are equipped with a secure online wallet called Paytm Cash.

• MOBIKWIK

MobiKwik was founded by Bipin Preet Singh and Upasana Taku in 2009. MobiKwik is a mobile/online wallet from where we can pay our bills, make phone and DTH recharges, transfer money to friends and family.They started MobiKwik to ease the payment problems faced by online users in India. Soon they entered their service on mobile apps.

Strategy : 

The digital eco-system is growing fast in the India with most brands pumping in funds to reach out to their target audience and create conversations. Be it a product or a service brand, they all want their audience to connect with them via smartphones. And it's not just a phenomenon spoken in conferences or platforms, but it is advertised.

The bank says that it sees its new service as part of a step towards a cashless economy in India, which already has a large prepaid mobile market. The Indian consumer is looking for new and innovative ways to interact with payments and this is evident from the growth in the number of mobile wallet services being made available in India. The focus is really on simplifying the entire digital banking and payment experience.

Challenges : 

•  Low customer awareness : One of the most immediate problems for mobile wallets is their low popularity. There are still many people who do not know about mobile wallet and still stick to the traditional way of payment.

• Low Merchant Adoption There is low merchant adotion because of the following reasons:

1. Additional cost of new technology
2. Integration challenges with existing Customer Relationship Management

• Low customer adoption

1.  Perceived Security Threat
2. Information Privacy
3. Dispute Resolutions
4. Mobile Device Adoption Capability

Nescafe Vs Bru

Nescafe

Nescafe is a brand of instant coffee made by Nestle. It comes in many different forms. The name is a portmanteau of the words "Nestle" and "cafe". Nescafe is in fact the only brand within the Nestle family where quality goes well beyond the product itself.

Another well known brand element is the mug with its energic red colour. Nescafe logotype has always been the same since its origin.

SUCCESS FACTORS FOR NESCAFE ;

1. PROMOTION STRATEGY : Each advertisement of Nescafe build impression of consumer so, this brand can live in mind of consumer. Nestle has used a number of advertising strategies throughout the years to make the product Nescafe appealing. In particular, it has used persuasive advertising, with an emotional aspect, to make it an instant success. Another powerful tool is the widely known ‘Nescafe tune’ which is one of the best advertising campaigns which was launched about 20 years ago.

OLD ADS OF NESCAFE

• Nescafe Indian Advert 1998 - Taste thats get you starting up

• NESCAFE Morning Band TV Ad

• NESCAFÉ GOLD - The New Karan Johar Ad 2013 India     (Official)

• NESCAFÉ Cartoonist | #ItAllStarts | New Ad 2015

• NEW NESCAFE AD 2014 | #ItAllStarts

Nescafe gave us the most viral ad last year, when they introduced us to Ra Ra Ra Rishi , the stuttering comedian.

The advertisement created a wave in the world of internet and received a very happy response from the users.

“Ek haklate hue comedian ki sabse badi taakat hoti hai ….. s s s s s suspense”

He doesn’t shy away from his inability, he turns it into a skill and even raps his own name towards the end.

“Ra-ra-ra Rishi”

With this commercial, they have put in a lot of thought to create magic around their brand and enhance the connect with audiences.

Nescafe has served its coffee strong to the online audience while embedding a social message without being too preachy. Additionally, the  ad has also grabbed the 5th position in the all time ads posted by Nescafe India on its YouTube page.

       2.  PRODUCT

Nescafe has developed a lot over the years and is touted as the market leader in the instant coffee industry. Nescafe which is Nestle’s product,  enters to be a leader of coffee. There are new coffee products to enter the market continually, although the general day and special day such as, Valentines Day. Nescafe got the activities “Nescafe Perfect Cup Perfect Harmony” to customers. A most of the activities was Brand awareness and Brand image thought out making loyal in the Brand image.

        3. POSITIONING

1 coffee cup 1 good feeling with Nescafe, all people have known to brand in the verities character such as, to pass love between two person, red cup, hug, happiness, co-workers, and or so. This whole happed on Nescafe strategy. Therefore, when we think Nescafe we will think the coffee cup. "Nescafe mug" red cup was popular.

BRU

                                             

Bru is a power brand from the Hindustan Unilever Limited. BRU’s  philosophy of “conversations over a cup of coffee help us to enrich those relationships that matter most to us” makes the brand absolutely relevant in today’s context. It has mainly tried to focus on the "Special Bond" which we share with our loved ones.

Bru is positioned on the theme of happiness. The brand has the tagline "Happiness begins with Bru". The positioning and communication has been consistent with the brand's promise of kickstarting one's day with a Bru.

SUCCESS FACTORS FOR BRU

1. Innovation in New Products : BRU is the leading coffee brand in India. It offers a range of products in Instant coffee, Conventional coffee, Ice and Hot Cappuccino. BRU was the first coffee brand to go national with a variety of offerings suited for the varied and distinct taste palette of the Indian consumer. BRU’s expertise in coffee ensures product delivery to the highest quality standards. The products are made from choicest beans, slow roasted to perfection, preserving the fresh coffee aroma for a great aromatic cup of coffee and a coffee experience like no other. BRU strives to stimulate conversations over coffee livening up every shared moment. These thrusts in new product development and roll out are visible when one visits a super market. The coffee section is full of various flavors and packs of Bru which itself creates a positive appeal for the brand
2. Innovation in Packaging : Another critical factor that aided Bru’s success was the innovation in packaging. The brand made the entry barrier low by launching small affordable SKUs. There are single serve and large packs at different price points making the brand affordable .The innovation and push with which it pushed a leading Nescafe to number two position , the new packaging, the price points that came down with the new small packets that anyone would buy, the good ads that made the brand look happy, the product up gradation ( flavour-lock for instance) were all admirable.
3. Aggressive Campaigns : Another factor which made Bru successful was its campaigns. The brand is famous for two campaigns. One featuring Amrita Rao was a big hit. The theme revolved around a shy girl wanting to introduce her boyfriend named Sagar to her father.

 Another campaign which was highly popular was the ‘little cup’ ad. The ad shows the wife announcing the “good news” through a symbolic ‘little cup’.

Bru Gold’s recent Ad campaign is all about creating a moment to strengthen these close relationships. Therefore the brand beautifully captures this essence in the new tagline “Tasty Bru gold ka waqt nikaliye aur rishton mein swad gholiye."

Bru is positioned on the theme of happiness. The brand has the tagline “Happiness begins with Bru “. The positioning and communication has been consistent with the brand’s promise of kick-starting one’s day with Bru. Consumers started loving the brand for its innovation and campaigns.

BRU & Nescafe - Points of differences

• Packaging : BRU has innovated in the packaging of its instant coffee by introducing the powder in clip-lock packets. It also introduced an air- tight plastic container which carried a packet of instant coffee powder. Nescafe on the other hand has by and large has stuck to its glass jar for packaging purpose.

• USP- Nestle - 100% pure instant coffee , BRU - No. 1 coffee brand in India

• Flavours - One of the BRU's more recent variant in instant coffee is 'BRU Lite' - specially introduced with a classic Mocha flavour for those who dislike coffee for its bitter taste. This gives Bru an advantage over Nescafe has largely stuck to its traditional flavour.

Nostalgic Paper Boat Ad!!

PAPER BOAT

Paper Boat Takes You On A Ride Down The River Of Memories...

It is best said that the childhood days are the best days of anyone's life. Childhood, the days we made paper boats and sail it across rough water. Paper Boat as a name, and an image, bears the nostalgia of our collective childhood. Paper Boat advertisements are in sync with its brand philosophy of ‘Drinks and Memories'. Nicely weaved story around the brand with the Malgudi Days background score apt for the situation.

Aptly titled 'A Paper Boat ride down the river of memories', the breezy three-and-a-half-minute long ad film has been executed by Karishma Lintas. It beautifully traces the magical moments and memories of one's childhood.  The film ends with a voice-over 'Bachpan ki yaadon ko fir se bahao, badi chatpati hai yeh fir se pilao".

Dig into your childhood memories with this ad campaign by Paper Boat.


          

After watching all the ads of Paper Boat I strongly believe that everybody has a child in them and childhood memories and flavours are always cherished. The Paper Boat ad is different from the other beverage brand ad because they have tried to build an emotional bond with the target audience, the young adult who is working. The video was first launched on Facebook and YouTube. There’s an Ad film for Aamras, Aam Panna, Jamun Kala khatta, Jal jeera, and Chilled Rasam, with the protagonist reliving their childhood when they sip the drink. The four television commercials, each with a distinct narrative, explore product-specific memories.The films end with the voice over urging viewers to relive their childhood ‘memories’ through Paper Boat drinks.

How is the Paper boat Ad different from the other Beverage brand Ads?

A brand is successful if it can tell you a story you can associate with.  Paper Boat did the same thing it encourages you to revisit your childhood stories. They decided to use poetry and Malgudi Days background that universally takes us all back to that innocent world. Also what I have observed is that they have tried to establish a strong consumer connect, the brand builds together heart-warming

childhood memories, beautifully amalgamating them with elements relating to the good old days.

Paper Boat Vs Its Competitors:

Although, Paper Boat has quickly achieved immense success and recognition in the metro cities in India, the brand is yet to make a strong place in the overall Indian market. This can only be achieved by the company with the use of mass media marketing that is by following the footsteps of its competitors like Coca Cola, Pepsico, Parle and Dabur. The big players in the market extensively use mass media advertising on television and now are also concentrating on social media marketing. Most of them use famous Bollywood actors, cricket stars to endorse their product on television, which has a major impact on the brand awareness of the organization’s products. Some recent examples of endorsements by major brands are:

1. Deepika Padukone endorsing Coca-Cola

2. Ranbir Kapoor endorsing Pepsi

3. Sharukh Khan endorsing Parle’s famous brand Mango Frooti.

4. Bipasha Basu endorsing Real Activ juice from Dabur

So according to me advertisements have a significant impact on the choice of a brand that a consumer prefers and celebrities have a positive effect on the perception that people have of brands. Celebrity endorsements influence their buying behaviour. This can also be used to draw a conclusion that Paper Boat can look at endorsing a celebrity to promote their brand which will have an immediate impact on the preference of its customers and will enable an easy brand recall in the consumer’s mind.

Conclusion  :-

 I see a great future for this brand, simply because of three key points :-

1.  Great Packaging.
2.  Have proudly displayed their "Indianness" on their brands and products.
3. NON-ALCOHOLIC! and natural ingredient-filled.

https://youtu.be/w3KtDmFq8HA