MAM
Social media is changing consumer behaviour: Nick Decrock
MUMBAI: The social and mobile media revolution is changing the way people communicate, look at brand and media, seek information and purchase goods. This is forcing companies to completely rethink the way they do business.
Yento! marketing technologist Nick Decrock, who was one of the speakers at Click Asia Summit, feels that social media is about relationships and people. With over 50 per cent of the world’s population under 30 years of age, 93 per cent of marketers use social media for business.
“Social media has changed the way we do things. It is changing the consumer behaviour. I feel its basic human behaviour that has driven social media’s success. We have opinions which we want to share, we like to be a part of a group and that makes us feel stronger.”
Decrock firmly believes that mobile phone penetration will drive social media’s success and vice-versa. “Now-a-days, you are always connected with smartphones. Social and mobile media have brought computing finally to a personal level. So its time to make marketing personal again. Soon, more people will access the mobile web than the desktop web.”
According to him, consumers now expect marketers to be contextual and relevant all the time. Also, people want things that are for free. Websites like Facebook, Twitter, and search engine-Google, all are free for the users. “People will trade their privacy in return for honest rewards and full transparency,” he adds.
He feels that privacy is just a modern invention. It has been nurtured by the rise of anonymous cities. “In old villages people shared as much as now on social networks”.
Consumers want to take control over things. “What people expect from Facebook, they now expect from your brand too. Facebook is permission based, there is transparent profile data, and the user has communication control and can apply privacy setting. If FB can do it for 800 million users, why can’t the marketers do it for their customers?”
Customers want to be invited; they should be brought into boardrooms to improve relationships.
“People share news, views, and experiences, about the brands online. Often the brand experience is the main online conversation. Such is the importance of social media,” said Decrock.
MAM
Borosil launches ‘Larah House Shift Campaign’ for dinnerware range
New TVC celebrates chaotic yet heartwarming moments of moving house.
MUMBAI: Borosil just unpacked a campaign so relatable, even your mismatched plates are nodding in agreement because when shifting homes, the real treasure isn’t the new address, it’s the dinnerware that survives the journey. Borosil Ltd. has unveiled its latest television commercial for the Larah dinnerware range, titled the ‘Larah House Shift Campaign’. Conceptualised by Sideways, the film captures the familiar chaos of moving house through the light-hearted banter of a couple unpacking their new home.
In the ad, the wife searches for something while the husband hilariously fumbles with minor blunders. What could have been a moment of frustration turns into playful teasing, turning everyday imperfections into inside jokes and transforming the stress of settling in into shared memories.
Rather than focusing solely on product features, the campaign takes an emotion-led approach, positioning Larah dinnerware as a natural part of these everyday moments that turn a house into a home. Known for its elegant design, durability and blend of aesthetics with functionality, Larah is presented as the reliable companion that makes daily dining feel special.
Borosil Ltd. VP for marketing Barnali Shankar said, “With the ‘Larah House Shift Campaign’, we aim to celebrate the beauty of everyday dining moments and the role they play in bringing people together. At Borosil, we believe dining today goes beyond just food, it is about the experience, the setting, and the emotions shared around it.”
The campaign will be amplified across digital platforms and news channels, targeting young, urban consumers and modern Indian families who value both functionality and aesthetic appeal in their homes.
In a world where moving house often feels like a comedy of errors, Borosil’s Larah campaign reminds us that the best dinnerware doesn’t just survive the chaos, it becomes part of the story, turning unpacked boxes and misplaced plates into the first chapter of a new home’s memories.
