MAM
Marketers should understand the principles of guerilla marketing: Gibson
MUMBAI: Indian marketers have started adopting the “Guerrilla social media marketing”, an unconventional marketing strategy intended to get maximum results from minimal resources. It is about achieving conventional goals by unconventional means. Instead of investing huge sums of money, people and time, it uses innovation, information, creativity and community to succeed. Social media is often referred to as a guerrilla media, but that‘s only true if the people and their organisations understand the principles and processes of guerilla social media marketing. These were the thoughts shared by International speaker and author Shane Gibson, while his keynote at the World Brand Congress (WBC) 2011 that began here today.
“Building community helps messages go viral over social media. However it is a messy media and people are looking for us to be authentic and engaging. The companies should have the ability to run marathon to stay in the game. Social media is an earned media. Many people want to know you. One should build a community so that people can talk to each other, share thoughts and practices. Social media marketing is about listening to what consumers say. It is a real time feedback. You need to know your customer, discover them. By listening and monitoring customer, you get to know more about them,” he said.
“Its time to nano-cast through Facebook groups, LinkedIn groups and sub-group for B2B markets, offline events and seminars, Webinars and podcasts, #tags and Twitter lists, one-to-one dialogue and fusion partnership,” he added further.
Later, there was a panel discussion on ‘Application of guerrilla marketing in businesses‘ with speakers- Nita Kapoor (EVP-marketing and corporate affairs, Godfrey Philips India), Sandeep Sharma (Sr VP -marketing and sales, Times Now and ET Now), Sanjeev Kotnala (VP-brand communication and national head, Dainik Bhaskar Group), Neeraj Sanan (EVP-marketing and distribution, Media Content and Communications Services) and Rohan Vaidya (GM-strategic sales, Wipro Infotech).
Kapoor emphasised on three key points – firstly, culture of social media, language, and interface, all is guerrilla. Secondly, one can deliver messages of integration with social media and third, today there are very good measurements to be able to track your target group, activities and responses on social media. “Organisations in India must look at these perspectives. One has to understand that social media is media, it can‘t take over your brand strategy, distribution strategy and production strategy,” she averred.
Kotanala, meanwhile, felt that none of the media can work in isolation. He said, “There should always be a right mix of media to deliver the message to the audience. There is a lot that can be done on social media but there has not been enough education about it.”
However, for Sanan, social marketing is a complement and not a substitute to marketing. “It is far more a PR tool than an advertising tool”, he said.
Kapoor also feels that when a brand has to address the regional audience, it has to go regional way, engage them in their own language.
Sharing his views on social media, Sharma said, “Social media is big. You should be there all the time.”
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
