Insights
What the decks argued, one item at a time — every insight, finding, implication, recommendation and idea, each pointing back to the slide it came from.
474 items from all 19 decks. Every item quotes the slide it came from.
To increase brand consideration, the agency must integrate digital touchpoints with the identified social and emotional triggers.
“To ensure we reach the single malt lovers of India and increase consideration towards our brand, we must tap into their digital triggers and inculcate their emotional and social triggers in our communication.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 12
Glenfiddich should leverage celebrity collaborations to tell 'Where Next' stories.
“Collaborating with influential figures from various creative spaces of India for inspiring stories on “Where Next””
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 19
The Glenlivet should use gamification to engage consumers with the brand's history and craft.
“Offering an engaging new experience through a gamified virtual tour of the Glenlivet Experience Center, featuring unknown stories and hidden clues throughout the areas to keep the audience intrigued and actively engaged”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 24
The Glenlivet should utilize exclusive, invite-only clubs to engage HNI and UHNI audiences.
“An invite only exclusive and private club for the HNIs and UHNIs of India called Le Cercle, providing unique experiences to its patrons”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 26
The Macallan should partner with cultural institutions to create emotional connections with its audience.
“Leveraging cultural anchors such as performing and visual arts to connect emotionally with the audience through collaborations with national art festivals and theaters.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 29
The Macallan utilizes niche themed collections to maintain audience engagement.
“Continuously innovating new collections inspired by themes like movies and ingredients, such as the Harmony Coffee Collection and the James Bond 60th Anniversary Collection, to keep the audience engaged and eagerly anticipating new releases”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
The Macallan leverages co-creation partnerships to combine brand values and expertise.
“Co-creating a limited edition single malt whisky in partnership with Bentley to leverage each other's values, heritage, and expertise.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
The Macallan uses music partnerships to deliver brand values through immersive experiences.
“Collaborating with musicians, singers, and composers to create music that conveys the emotions, story, and heritage of the brand and product, thereby emotionally delivering the brand’s values in the form of an evocative and immersive auditory experience”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
Paul John uses award highlights in its visual strategy to establish itself as a pioneer.
“Flaunting the awards from around the world to establish Paul John as a leading single malt whisky recognized on the global stage and celebrated as a pioneer in the industry”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 35
Paul John uses nature-inspired imagery to convey a premium brand image.
“Stimulating a sense of tranquility through product highlights that feature nature-inspired backgrounds or conceptual elements, such as smoke, to convey a premium and sophisticated brand image”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 35
Amrut uses educational content regarding ingredients and craft to engage inquisitive consumers.
“Creating educational posts around the brand’s story, product’s ingredient story and cocktails online to tap into their inquisitive consumers.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 41
Amrut leverages experiential distillery tours to educate consumers on the production process.
“Offering a tour of the Amrut Distillery to select visitors who sign up on website to learn the art behind the bottles.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 42
Indri uses a 'slice of life' visual approach to show consumption occasions.
“Giving a glimpse of various moments and moods in which Indri is usually savoured.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 45
Indri should use educational social content and podcast appearances to engage new whisky drinkers.
“Answering FAQS around whisky in their social content. Participating in category led podcasts like "Inside Indri Whisky with Madhu Kanna””
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 46
Indri should leverage its global awards and testimonials to establish itself as the premier Indian Single Malt.
“Showcasing all their awards, achievements, testimonials from across the globe to position themselves as the best in Indian Single Malt category.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 46
Indri should use pop culture collaborations to generate buzz and reach new audiences.
“An official collaboration with HBO & Game of Thrones to tap into the trending buzz around House of Dragons upon its season 2 release.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 47
Indri should partner with brands in lifestyle sectors to create on-ground experiences.
“Collaborating with brands and people in various niches like hospitality, food, music and art to create on ground experiences and penetrate new audiences.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 47
Rampur should use its Indian heritage to create culturally resonant messaging.
“Leverage your brand’s deep connection to the Indian roots to create culturally resonant messaging that taps into national pride and authenticity.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should become a guide for consumers by providing educational content with influencers.
“Enhance brand credibility and consumer knowledge by offering insightful, educational content in collaboration with influential figures.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should develop a consistent visual identity to signal luxury status.
“Create a visual mood board for Rampur that defines the premium status of the brand through a consistent color palette, well defined premium consumers in luxury settings, and imagery that showcases exclusive and sophisticated experiences”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should build a loyal community through exclusive access and purpose-led campaigns.
“Foster a sense of belonging through community and enhance brand loyalty and implement purpose-led campaigns that extend beyond digital storytelling to create meaningful on-ground experiences that deepen consumer engagement”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Brands should act as a guiding compass on YouTube to help consumers set direction and encourage exploration.
“BE THEIR GUIDING COMPASS – SET THE DIRECTION, ENCOURAGE EXPLORATION”
Fintech brands can establish deep customer trust and loyalty by operating as educational creators with authentic in-house experts across the entire marketing funnel rather than relying on overt sales tactics.
“Fintech brands can establish deep customer trust and loyalty by operating as educational creators with authentic in-house experts across the entire marketing funnel rather than relying on overt sales tactics.”
To win share of intent, brands must identify and commit to being present, useful, and fast during consumer micro-moments.
“Thus, to win the hearts, minds and intent, capturing maximum share of consumer intent will be key by… Identify the micro-moments of prospective customers that fit the business, then commit to being there to help when they happen.”
Bombay99 should manifest its brand canvas by focusing on simplifying and stylizing the drinking experience for social tastemakers.
“Simplifying & Stylizing Drinking Experience”
Brands must align with consumer micro-moments by being present, useful, and providing a frictionless experience to capture intent.
“Thus, to win the hearts, minds and intent, capturing maximum share of consumer intent will be key by…”
Bombay 99 should define its brand space around an 'effortlessly euphoric' drinking experience to guide future messaging.
“Therefore manifesting the brand canvas… Effortlessly Euphoric Drinking Experience”
Candid should adopt a social media strategy that moves beyond product features to foster emotional connections with consumers.
“Candid must assume a distinct role on social media – one that transcends product limitations and fosters a connection catering to emotional needs of consumers across mindsets.”
Candid should partner with influencers outside of the category to better reach younger demographics.
“Expand its reach by collaborating with influencers beyond the category who resonate with the younger audience.”
Candid needs to develop unique visual assets to differentiate itself from competitors.
“We will also have to create ownable and distinct visual assets to overcome the challenge of the similarity in brand colors with our peers.”
DBS should tailor its social media content to match platform-specific user expectations, such as light-hearted, lo-fi content for Instagram.
“Instagram is a platform where audience goes for creative inspiration and connect with their interests. They expect light hearted, lo-fi, entertaining content on Instagram. We need to curate our content accordingly.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 49
DBS should develop content IPs to improve content navigation and drive brand recall.
“Create content IPs to facilitate easy navigation and drive recall / Content IPs to drive recall and easy navigation of content.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 49
DBS must pivot its target audience focus from early earners to aspiring planners and wealth builders to support its 'masstige' positioning.
“we must shift our focus to an audience that aligns with a masstige mindset”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 53
DBS needs to shift its social media strategy from a B2B focus toward individual retail customers.
“While business customers remain important to us, our focus is now on expanding our business towards individual customers, therefore the pivot on social”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 56
DBS should leverage its technological leadership to demonstrate to individual customers how the bank enables them to 'Live More, Bank Less'.
“Given our brand's leadership in digital transformation, which sets us apart as 'A Different Kind of Bank,' we should leverage our technology to demonstrate to individual customers how we empower them to 'Live More, Bank Less.'”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 60
DBS should position itself as an effortless ally that integrates banking into the background of customers' lives.
“At DBS, banking blends seamlessly into life, requiring no extra effort. We simplify finances through real-life scenarios, making transactions intuitive and insights actionable.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 64
DBS needs to increase its focus on individual consumers and build cultural relevance to resonate with diverse Indian audiences.
“While we focus on business consumer equally, social focus needs to shift more towards individual consumers / BRING CULTURAL RELEVANCE / With our approach becoming more masstige, we need to build cultural relevance to resonate with the diverse Indian audiences”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 65
DBS should adopt a 'Dependable Friend' personality on social media to make banking feel approachable and effortless.
“DBS will not be just a bank; it will be a reliable friend who’s always got your back in organizing plans, handling the details, and making sure things run smoothly.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 77
DBS should use Instagram as an 'Inspiration Corner' to showcase how banking works in the background.
“Ultimately becoming the ‘Inspiration Corner’”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 78
The content strategy should utilize owned 'snackable' formats and paid influencer/meme collaborations.
“Our owned content brings this to life with binge-worthy, snackable formats that seamlessly integrate DBS into everyday moments.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 79
The campaign should be structured into three phases: Campaign, Amplification, and Sustenance.
“Dividing the campaign into 3 phases”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 81
Place hyperlocal billboards at travel and lifestyle hotspots to provide location-specific recommendations while reinforcing the 'Live More, Bank Less' brand promise.
“The idea is to strategically place billboards in locations where people are heading towards and give them a reason to live more at that place.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 99
Reinforce the brand's positioning of seamless service through witty closing messages and visual cues.
“Uses a witty closing message and loading indicator graphic to reinforce DBS Bank's positioning around seamless service.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 151
To connect with Gen Z on digital platforms, brands must tap into their needs for expression, building, and belonging.
“to truly connect with this consumer on digital, we need to leverage the common thread that ties these consumers together / and that's their need to express, build and belong”
Brands should engage with micro-communities through strategic partnerships and sponsorships to connect with passionate audiences.
“Engage with communities through strategic partnerships, sponsorships, or on culture integrations to authentically connect with this passionate and deeply engaged audience.”
Brands should leverage platforms like Snapchat to create immersive experiences and integrate social commerce.
“Leverage platforms like Snapchat to create immersive experiences and integrate social commerce.”
Frooti needs to analyze the specific characteristics and needs of its youth target audience to successfully shift its brand appeal.
“Looking ahead, as Frooti is shifting to build greater appeal for the youth, it’s crucial to deep dive into our core TG, their characteristics and needs from the category”
Frooti needs to evolve its brand positioning to move beyond product-centric messaging to celebrate its broader brand ethos.
“Build a brand that moves beyond celebrating the product to celebrating what we stand for and our universe of users who are young, vibrant and aspirational”
Brands should adopt an 'everyday speak' approach to build long-term familiarity and recall.
“They are owning the “Everyday speak” approach. It may look off-the-cuff, but underneath is a consistent, pre-defined voice and strategy that builds long-term familiarity and recall.”
Brands should join existing internet conversations with a distinct perspective rather than interrupting them.
“These brands don't try to echo every conversation, they step into ones the internet is already invested in by adding a distinct, brand-led perspective.”
Brands should treat comments and mentions as content rather than backend support.
“They treat engagement as content, not backend. By responding to mentions and audience content, they stay present in real-time culture.”
Brands should involve audiences in decisions and brand moments to create a sense of ownership.
“By involving audiences in conversations, decisions and brand moments, they create a sense of ownership that turns passive consumers into active brand advocates.”
Brands should align their behavior with six strategic pillars: Zeitgeist, Selfhood, Participation, Ownability, Tensions, and Signals.
“ZEITGEIST / Be a part of the emotional and cultural mood of the moment / SELFHOOD / Know what role your brand plays in identity construction of the consumer / PARTICIPATION / Turn your audience into collaborators / OWNABILITY / Build recognisable brand behaviour / TENSIONS / Tap into real contradictions of everyday life of the consumer / SIGNALS / Understand what choosing your brand means to them”
The agency advises using dynamic, match-contextual creative content to engage audiences during major sports events like the IPL.
“JK Tyre engaged IPL audiences using dynamic, match-contextual, and culturally localized creative content across social media channels.”
The agency recommends using topical wordplay and puns related to player names and match events to drive engagement in sports marketing campaigns.
“JK Tyre capitalized on real-time IPL 2024 match moments through topical social media creatives featuring player-name puns to promote its various tyre offerings.”
White Rivers Media asserts its capability to execute influencer and content creator campaigns across diverse industry categories.
“With access to multiple categories of influencers/content creators, / both exclusive and otherwise, we have launched efficient and / creative campaigns for clients ranging from apps to consumer / durables.”
Use face recognition technology to serve ads alongside content featuring specific recognizable personalities to increase relevance.
“Face Recognition Technology Ensured That The Ads Were Presented Alongside Recognizable Personalities, Increasing The Campaign's Appeal And Relevancy,”
Leverage food-related character traits for brand integrations on food delivery platforms to enhance movie awareness.
“Our Dragon Warrior Being One Of Biggest Foody Character In Animated World, Leveraging This Characteristics And Promoting Kung Fu Panda 4 On India's Top Food Delivery Platform with 2M+ DAU Become Hero Idea Behind This Integration.”
Use opt-in reward video ads in gaming to reach a receptive audience.
“Reward Videos are opt in advertising method where users are given opportunity to have extra life or move in exchange of Willingly View Advertisements This Voluntary Opt-in Approach Results In A More Receptive Audience.”
Use full-screen interactive quiz interstitials on premium websites to engage audiences and introduce new characters.
“Utilizing Full Screen Quiz Interstitials To Attract The Audience On Various Premium Websites And Providing Them A Unique Opportunity To Engage With Content And Learn About Movie.”
The campaign utilized a custom L-shaped frame on Connected TV to provide an engaging way for users to book tickets via QR code.
“Along With Movie Trailer, We Used Customize L Shaped Frame On Connected TV Providing User A Engaging Option To Book Ticket By Scanning QR Code.”
The campaign used a 2-in-1 interstitial ad format on Inshorts to combine trailer viewing with a direct call-to-action for ticket booking.
“To Enhance The Audiences Trailer Experience, We Employ A inshorts 2in1 Interstitial. / This Design Features A Horizontal Split, Where The Upper Half Presents The Movie Trailer, While The Bottom Half Showcases A Movie Creative That Highlights The Release Date Along With A Call To Action.”
Marketers should utilize the 'Scrolling With Feelings' report to understand the emotional social media habits of Gen Z.
“This report encapsulates the essence of the emotional tapestry of the generation and shed lights on intel that can help unlock the secrets to captivate and connect with the next generation of consumers.”
Hyundai should use the DRIVE framework (Design, Reliability, Innovation, Versatility, Eco-Friendly) as content pillars.
“These form our Content Pillars, the foundation of our content strategy”
Hyundai should position itself as a bold, innovative brand that resonates with the adventurous spirit of the youth.
“To show Hyundai not just as a brand for older generations but as the one that is bold, innovative and carries the same adventurous spirit as the youth.”
Launch the campaign around Father's Day to emphasize the emotional bond of passing down brand loyalty.
“Launching this campaign around Father’s Day adds a sentimental value, emphasizing the bond between father and daughter. It illustrates how values, preferences, and brand loyalties are often passed down through generations.”
Create a video campaign featuring SRK and Suhana Khan to demonstrate Hyundai's heritage and evolution.
“Proposes a video campaign featuring Shah Rukh Khan and Suhana Khan to highlight Hyundai's heritage and evolution from classic models to modern electric vehicles.”
Adopt a social media tone that balances innovation with everyday relatability.
“The tone is meant to be aspirational yet grounded, speaking to both the innovative spirit and the everyday realities of our audience.”
Utilize CGI animations for business-as-usual content to showcase vehicles in diverse environments.
“CGI videos offer an immersive way to showcase Hyundai vehicles through realistic 3D animations. This execution method allows for dynamic presentations of the car in various environments and scenarios”
Produce ASMR-style content to highlight the tactile and sensory quality of Hyundai vehicles.
“ASMR videos provide a unique sensory experience by focusing on the subtle sounds and tactile elements of Hyundai vehicles.”
Partner with BTS and host Sakshma Srivastav for a branded content series and vehicle tour.
“Series with BTS band and popular host Sakshma Srivastav, where we will integrate discussions about Hyundai cars and their top picks.”
Collaborate with digital media outlets to produce a Carpool Karaoke series featuring influencers.
“Collaborate with communities like Mashable India or Curly Tales to integrate and build engaging content with internets fav influencers in a Carpool Karaoke series.”
Partner with Kamiya Jani and Curly Tales to leverage their audience reach and engagement.
“Proposes partnering with creator Kamiya Jani and Curly Tales to leverage their combined reach of over 1.68M Instagram followers and a 4.67% engagement rate.”
Collaborate with influencers to create exclusive YouTube review videos at Group Landmark's dealership to improve search visibility.
“Elevate influencers into powerful advocates by collaborating with them to produce exclusive review videos. These videos will center on Group Landmark's car dealership, showcasing their latest car releases, the local surroundings, and seamlessly incorporating the brand.”
Adopt an influencer-first approach to improve storytelling, reach, and engagement through established communities and trending content formats.
“Take an Influencer First Approach / Narrative to the Entire Trip: Influencers can provide a continuous storyline, making the content more engaging by sharing their personal experiences and perspectives.”
Segment influencers into three categories—car enthusiasts, travellers, and travel aspirers—to tailor messaging around performance, community, and comfort.
“Car enthusiasts - Talk about Hyundai’s performance, engineering, and innovative features appeals to those passionate about automotive details. / Travellers - Subtle integrations through vlogs documenting their journeys, engaging with communities and how exciting it is being part of the explorer community / Travel aspirer: Travel aspirers with busy work lives who vlog about exploring in their free time value Hyundai's blend of comfort and practicality, making every journey a seamless escape from their daily routine.”
The agency must extend the JSW brand promise 'Better Everyday' to social platforms to help the audience understand the brand's role in their daily lives.
“Create an extension of the brand promise “Better Everyday” on social platforms so that the audience understands the role we play in their everyday life.”
The agency should leverage the pillars of technology and trust to facilitate authentic conversations on social media.
“Using the pillars of technology & trust we want to create authentic conversations.”
The campaign's primary goal is to generate brand awareness and brand love for JSW.
“In other words, we are here to to build awareness and brand love for JSW...”
JSW should use 'Better Everyday' as a cohesive thread across all consumer touchpoints to improve brand consistency.
“Give a bigger purpose to the proposition "Better Everyday" and it should serve as a cohesive thread that interlinks all brand communications.”
JSW should design platform-native content experiences that align with social media behaviors to foster stronger engagement.
“Design immersive, platform-native content experiences that resonate with cultural trends and align with social media behaviors.”
Use 'Better Everyday' as a strategic lens to guide the content landscape across the five pillars.
“The intent of this slide is to illustrate how "Better Everyday" can serve as a strategic lens that can guide our entire content landscape.”
JSW should consistently communicate its brand purpose and core values through the 'Better Everyday' lens.
“Consistently conveying our brand’s purpose and core values through a unique lens (“Better Everyday”).”
JSW should incorporate the varied perspectives and use cases of each social media platform effectively.
“Incorporating the varied perspectives and use cases of each social media platform effectively.”
Define specific roles for each social media platform (Inspire, Connect, Immerse, Lead) to communicate the 'Better Everyday' promise.
“Inspire, Connect, Immerse And Lead to firmly engrain in customers' minds that Together with JSW, a BETTER EVERYDAY is not just promised—it's guaranteed.”
Shift from a product-catalog social strategy to a value-led content ecosystem rooted in a specific cultural space.
“Build a value-led content ecosystem rooted in a specific cultural space to drive recurring audience interest and intentional engagement with the platform”
Move beyond functional cocktail recipes to create a visually immersive cocktail universe.
“Tap into the audience’s growing interest in cocktail experimentation by building a visually immersive cocktail universe that showcases engaging, process-led recipes and creative drink experiences.”
The brand should leverage the existing Superstay ecosystem to build trust and provide transparent education regarding oxidation and shade selection.
“Make choosing and wearing shade feel more dependable -Borrow trust from the Superstay ecosystem and anchor it within “Superstay way to make it work””
The brand should position cushion foundation as an adaptable tool for everyday life, incorporating consumer 'hacks' into the product's value proposition.
“Build format around adaptable performance, where “hacks” are treated as extensions of product value”
Marketing narratives must prioritize performance-based proof in real-world conditions to address consumer skepticism.
“Lead with performance-first narratives rooted in lived realities, making proof in real conditions central to how Superstay Mattemax cushion is introduced”
The brand must tailor content to three distinct consumer mindsets—Proof Seekers, Adapters, and Everyday Optimizers—to drive trial and retention.
“To drive trial, we need to serve different ways consumers seek value from the format”
The agency should shift from treating growth as a communications problem to treating it as a behaviour-shaping problem.
“We move from product marketing to adoption architecture where we don’t treat growth as a communications problem alone, but as a behaviour- shaping problem”
The brand should move from isolated product education to a system that helps consumers adapt and optimize the format.
“Move from isolated product education to a richer system that helps consumers use, adapt and optimise the format”
The brand should build stronger reasons for cushion to become part of everyday beauty behavior to move it beyond occasion-led use.
“Build stronger reasons for cushion to become part of everyday beauty behaviour”
Payments Banks must shift communication from functional features to the distinct, purposeful roles they play in a consumer's financial life.
“Shift communication from what a Payments Bank does to the distinct role it plays in diverse aspects of a consumers' financial lives.”
To drive adoption, the brand must solve for identity, relevance, habit, and confidence simultaneously.
“Adoption won’t move through proposition alone; brand must solve the interconnected frictions around it”
Transition from instructional financial education to entertainment-led storytelling.
“Brands are moving from instructional financial education to entertainment-led storytelling, using fictional narratives, relatable characters and serialized content to make financial literacy emotionally engaging and culturally consumable.”
Shift from campaign-based bursts to continuous cultural participation.
“From campaign bursts to continuous cultural participation”
Move from transactional messaging to platform-native storytelling.
“From transactional messaging to culture-hacked, platform-native storytelling”
Use creator collaborations to build long-term brand affinity rather than just product awareness.
“We need to go beyond product awareness to build a brand world that helps us with creating long-term brand affinity by tapping on broader culture of modern money and behaviour”
Adopt a two-pronged mechanic to build brand affinity and cultural relevance.
“Build distinct brand meaning for our consumers to build core affinity and mental association... Place the brand inside the culture to build relevance and go beyond the cluttered category communication”
Position the 'Safe Second Account' as a complementary banking relationship for urban consumers.
“Position the “Safe Second Account” as a banking relationship that complements consumers' banking ecosystem by fitting seamlessly into the different financial roles they navigate every day”
Position the 'Guarantee Subsidy Khata' as a dependable banking relationship for rural consumers.
“Position the “Guarantee Subsidy Khata” as a dependable banking relationship that fits naturally into people's everyday realities by making government benefits, household finances and essential transactions more accessible, reliable and relevant to the way life is lived.”
Build trust with rural and semi-urban audiences through utility-first content and financial awareness.
“Build trust through utility-first content, financial awareness and community value; mainly for rural & semi-urban audience”
Rampur should develop an overarching brand narrative rooted in its Indian lineage to differentiate itself.
“Thus, establishing a brand role stemming from the traditional roots of Rampur, providing users a window into a rich culture legacy will be the road to an ownable and distinguishable narrative.”
Rampur needs to implement a digital bridge to connect with international audiences and strengthen brand bonds.
“With our target audience residing internationally, it becomes crucial for us to introduce a digital bridge that helps strengthen brand association and further nurtures a deep bond with Rampur”
Monkey Shoulder should prioritize cultural belonging through strategic brand collaborations over winning on taste superiority.
“The play is not to win on taste superiority, but to win on cultural belonging through strategic brand collaborations : to be the whisky that lives in the most fun rooms, with the most fun people, in the most fun moments.”
Sangam should transition from a generic premium positioning to a distinct 'citizen of the world' identity.
“Build a sharper portrait of the “citizen of the world” - culturally curious, globally influenced, collectors of experiences”
Sangam should organize its brand narrative and lifestyle engagement around two specific content pillars: 'The Sangam Story' and 'The Sangam Lifestyle'.
“SO HOW DOES SANGAM BRING THIS CONFLUENCE OF WORLDS TO LIFE? THROUGH TWO DEFINING PILLARS THAT SHAPE THE BRAND & THE LIFESTYLE AROUND IT.”
Launch a digital video series featuring a cultural voice to explore global whisky traditions.
“A digital video series where a well-known Indian cultural voice hosts conversations exploring whisky traditions from around the world.”
Host a large-scale mixology showcase at Lord of the Drinks to demonstrate how bartenders reinterpret whisky.
“A large-scale mixology showcase at Lord of the Drinks (one of Asia’s largest bars), where top bartenders reinterpret global whisky traditions using Sangam.”
Create a secret menu of Sangam-based cocktails in select venues to drive discovery.
“A limited-time secret menu across select restaurants and bars featuring exclusive Sangam-based cocktails inspired by global whisky traditions.”
Develop a signature brand track by transforming natural Himalayan sounds into music.
“A unique musical collaboration that transforms the natural sounds of the Himalayas like rivers, wind and rain into a signature Sangam track.”
Curate a branded Spotify chart featuring cross-cultural musical influences.
“A Spotify Top 50 chart celebrating songs where musical worlds meet blending languages, instruments and cross-cultural influences.”
Use a digital microsite to allow users to blend whisky-inspired aromatic notes into a custom scent.
“Through a dedicated microsite, users explore aromatic notes from the whisky — citrus, fruit, spice, oak and honey, blending them to craft a unique scent.”
Use a creative challenge format where influencers are given a brief to merge their disciplines.
“Each episode presents a simple brief that forces both creators to merge their disciplines into one outcome.”
Launch a global call for entries on a microsite to invite emerging artists to contribute to the Sangam Museum.
“Alongside works by renowned creators, the platform opens a global call for entries, inviting emerging artists to submit their own interpretation of Sangam.”
Brands should focus on co-creating culture with gaming creators rather than using passive sponsorship methods like logo placement.
“It’s not about slapping a logo on a jersey and calling it a day. It’s about building the culture with creators”
Brands must be present during specific consumer micro-moments, including watching, playing, sharing, discussing, buying, and connecting.
“BE PRESENT AND RELEVANT IN THEIR MOMENTS”
The agency recommends building brand fandom by expressing specific personality traits through content themes.
“Making the brand a geo tag in this space by actualizing category specific elements of the brand’s personality through content themes Power Bold Winning Mentality”
Position the brand within group gaming streams to engage with audiences.
“Position Thums Up Charged in group streams with key players in the space that stream with their friends and engage with their audiences during these streams.”
Monkey Shoulder should adopt the tone of a 'cool instigator' to mirror its audience.
“Speaks like the cool instigator in the group chat who knows where the night’s going - mirroring the social tone of the audience it is trying to attract and make the brand feel like part of the same tribe”
Sangam should position itself as a meeting point of global cultures to create a distinct cultural universe.
“Sangam should become a meeting point of global influences - food, craft, music, travel meeting in one space.”