MAM
People resent big brands invading social networks: TNS
MUMBAI: Businesses are wasting time and money trying to reach people online without realising that many people resent big brands invading their social networks, according to findings from a global study launched by TNS.
The findings were revealed by TNS‘s Digital Life study, a view of how more than 72,000 consumers in 60 countries including India behave online and why they do what they do.
TNS‘ research reveals that if not carefully targeted, the efforts of developing profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply are wasted (49 per cent of Indian consumers think so).
It found that 57 per cent of people in developed markets do not want to engage with brands via social media – rising to 60 per cent in the US and 61 per cent in the UK. Instead, misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads.
This is being combined with ever-increasing content produced by consumers – the study shows 47 per cent of global digital consumers now comment about brands online. It is as high as 63 per cent in case of Indian consumers.
The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard – presenting a major challenge for businesses trying to enter into dialogue with consumers online.
TNS chief development officer Matthew Froggatt said, “Winning and keeping customers is harder than ever. The online world undoubtedly presents massive opportunities for brands, however it is only through deploying precisely tailored marketing strategies that they will be able to realise this potential. Choosing the wrong channel, or simply adding to the cacophony of online noise, risks alienating potential customers and impacting business growth.”
TNS‘s Digital Life study asked consumers around the world whether they actually want to engage with brands on social networking websites – either to find out more or to make a purchase.
Although 54 per cent of global people and 60 per cent of Indian people admit social networks are a good place to learn about products, the research shows brands must harness digital more carefully if they are to use it to their advantage and deepen relationships with customers and prospects.
The study also reveals big geographic contrasts which highlight the risks of brands employing a catch-all approach that doesn‘t take the needs of different consumers into consideration.
Fast growth markets were found to be far more open to brands on social networks. Just 33 per cent of Columbians and 37 per cent of Mexicans said that that they don‘t want to be bothered by them, while 59 per cent of people across fast-growing countries see social networks as a good place to learn about brands. However, even here brands must still plan and manage online engagement carefully to avoid alienating consumers and doing more harm than good, according to TNS.
TNS India associate VP Shailendra Gupta explains, “Digital waste is the accumulation of thousands of brands rushing online without thinking who they want to talk to – and why. Many brands have recognised the vast potential audiences available to them on social networks; however they are failing to understand that these spaces belong to the consumer and their presence needs to be proportionate and justified.
“The key is to understand your target audience and what they want from your brand – social networks aren‘t always the right approach. If consumers in one market don‘t want to be talked to, can you use an alternative online method – creating owned digital media platforms, targeted sponsorship or search campaigns – to engage in an appropriate way that will achieve business results, without adding to the digital waste pile?”
TNS‘ Digital Life study also sheds light on why people do engage with brands online. In India, 45 per cent of those motivated to post comments on companies do so for the simple desire to impart advice.
Findings showed that globally more people like to praise than complain online (13 per cent versus 10 per cent), which is a similar trend in India as well (12 per cent versus 11 per cent). The Spanish are the least likely to praise online, with just one in ten people saying that they would do this, and Argentineans are amongst the most likely to complain about brands online (12.5 per cent).
However the motivations of online commentators can be self-serving. 63 per cent of Indian consumers are driven to engage with brands online by a promotion or special offer.
Gupta added, “There is a huge appetite for increased internet access and mobile services among consumers in fast growth markets. Digital Life shows that as online communities mature, brands that can cut through the digital noise have fantastic potential to drive rapid growth from this nascent consumer base.”
MAM
BKT Tyres launches ‘Elevate Your Drive’ campaign with Ranveer Singh
TV led multimedia campaign marks BKT’s entry into India’s on highway tyre market.
MUMBAI: When ambition meets asphalt, the road suddenly looks a lot wider. BKT Tyres has rolled out a new brand campaign titled ‘Elevate Your Drive’, fronted by actor Ranveer Singh, as the company formally enters India’s on highway tyre market. The television led multimedia campaign introduces the brand’s core consumer proposition built around confidence, progress and performance on the road.
At the heart of the campaign lies a simple human insight: while most people aspire to move ahead in life, uncertainty and self doubt often slow their journey. Replace doubt with confidence, the brand argues, and every drive becomes a step towards something bigger.
The campaign film features Ranveer Singh appearing as himself, reflecting the spirit of ambition and forward momentum. Through a voiceover, he threads together stories of individuals from different walks of life, capturing their journeys from good to great and from ordinary to extraordinary.
Alongside the visual storytelling, the campaign also introduces a new sonic identity for the brand, designed to help BKT build recall across platforms through a distinctive audio signature that echoes the idea of elevation.
BKT, chief marketing officer India Mahesh Koppad said the campaign aims to position the brand with a clear purpose as it expands its presence in the Indian consumer segment.
“With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a meaningful purpose. Mobility is about empowering progress in a market where consumers seek reliability, performance and meaning from the brands they choose. Our ambition is to enable every Indian vehicle owner to move forward with confidence,” he said.
Expereal co founder Avik Chattopadhyay who worked on the brand strategy for India, noted that entering the consumer tyre segment requires a strong focus on purpose and positioning.
“The best way for an off highway specialist brand to enter the consumer segment is to adopt a deeply customer centric approach to purpose, promise and positioning. BKT Tyres aims to enhance every vehicle owner’s progress and driving delight by creating an ecosystem that empowers individuals to move ahead with confidence,” he said.
The creative campaign was conceptualised and executed by Infectious Advertising. The film was produced in collaboration with Mangata Films and Prachar Communications.
Infectious, creative chairman and managing partner Ramanuj Shastry said the idea behind the campaign was to capture the relentless human pursuit of improvement.
“The journey from good to better never really ends. For some, victory is the destination, but for the truly great it is only a pitstop. BKT Tyres ensures that when the human spirit wants to go further, the road does not hold it back,” he said.
With the ‘Elevate Your Drive’ campaign rolling out across a high reach media mix, BKT Tyres is looking to build early visibility and connect with Indian consumers as it accelerates into the on highway market.
