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With the Indian market opening up to a host of different products, advertisers realised that they would require new strategies to win their customers. These strategies had to be new, different and innovative to catch the audience’s attention. Previously, advertisements had a very little novelty factor. They would have a jingle and ads would directly sell their products. There have been times when a celebrity would endorse a product. There have only been a handful of TVC’s that stayed with the audience because it was emotional or smart advertising. But from the past decade, there has been a change in the same. TVC’s have become more interesting, smarter and they have a lot of humor in them. With the increasing competition in the market, advertisers realized that the old method of advertising would not work. They had to try something new and different to get more market share. The best way to do so would be to advertise in such a way that people connect to it. These advertisements ranged from emotional to little every day events or just social awareness messages. Every product was made to associate with it and there were a new group of advertising campaigns. These campaigns worked extremely well and they are still a huge success. Companies are doing their CSR activities via ads as well, so this makes the ad emotional and very appealing. There was a campaign done by a tea company to awaken the public. The ad campaign was a very big hit. Similarly a mobile service provider made itself popular when they launched a social campaign which was called, ‘Save...

The power of social media

While there’s a lot of talk and excitement in the air about social media, not everyone truly understands the power it holds. Social media has become an integral part of our life. Planning your next vacation, Tweeting, updating a status on Facebook, researching or reading reviews about a product or posting a video of your pet dancing to the tunes of PSY song – we all use it for one reason or the other. Social media has even made it to the news headlines many a times, telling stories about how millions of Tweets, Facebook posts help reach out to the mass during a catastrophe. Reaching out to millions with a single click – such is the power of social media. In retrospect, where reaching the mass in case of emergency or need had a selective few medium, social media is a boon. To understand and use social media to its optimal potential can be a challenging task. For businesses, social media is an excellent marketing tool. You will be able to reach out and engage with not just your existing customers, but also those online users who could be interested in your products or services. This communication via social tools lets you listen to them, understand and connect with them. Their questions, suggestions, feedback can help you build up your brand further. Experts say digital marketing and social media marketing are proving to be smart marketing strategies. Investing in these ‘smarketing ‘strategies could benefit the business by accelerating its revenue generation. However, you must know which channels to invest in – poor choices could result in wastage of...