We present to you

1. MARQUE! 6 NOVEMBER 2011
CANVAS
Story Telling Campaigns
The campaigns and the advertising a! about stories....
Sneak Peak
• Stories and analysis of Power - Bharadwaj Battaram
• Once upon a time - Priyamvada Singh
• Cadbury’s Campaign - Ankur Shukla
• Different, And, Inside - Bharadwaj Battaram
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2. MARQUE! 6 NOVEMBER 2011
STORIES AND THE ANALYSIS OF POWER
The 21st century unfolds. Humanity faces a new crisis, unique and complex. Centuries of colonialism,
genocide, unchecked industrialization, plunder of the natural world, and the unexamined story of
“progress,” have pushed the planet’s life support systems to the brink of collapse. An understanding of it
all can be found looking through the lens of stories.
Humans understand the world and their place in it through stories. Stories are embedded with power,
power to explain status quo, power to define the world and change it even, power to create and bring
together, and power to destroy too.
As they say, “History is written by the winners”, over time a story (even imposed by brute force) becomes
conventional wisdom and embeds itself into the culture and heritage, the ways of life. In other words, we
live in an Era of Stories, outdated stories and stories of meaning and reason. As more and more people
realize what stories are outdated and bring us to divide and ruin, the world is changing for the better,
thanks to the efforts of these wise few. With these efforts also grows the room for new stories, alternate
stories.
This space invades everywhere as people from all walks of life take to action challenging systems of
domination and control. These interventions occur at all places, from the point of destruction of the
ecosystems and life to the point of birth and production where workers organizing in the workplaces,
sweatshops and farm lands. Consumer boycotts and market campaigns spring up at the point of
consumption where are sold products made from exploitative processes.
In today’s media saturated world, soundbyte news coverage seamlessly blends with image
management, misinformation and global advertising marketing complex. To keep the work from
drowning, an understanding of the cultural environment and a deeper understanding of how power
operates through narrative proves necessary.
Story based strategy explains what people DO, what the existing stories are and what the underlying
and defining assumptions are. It works to reach past people’s narrative filters, affect the dominant issue
and bring it to a better light.
The revolution is coming. The revolution of the common sense. The revolution of the imagination.
All the changes in the world point to that. And as marketers, it is duty to be ready and part of the
revolution.
- Bharadwaj Battaram
IIM Rohtak
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3. MARQUE! 6 NOVEMBER 2011
ONCE UPON A TIME
We all had a grandmother who used to tell us and will keep following in life. This is where
bedtime stories. But there was something in those marketers gain. They make use of this human
stories, that I am reminded of them all and would tendency. The tendency to grasp more when told in
want to pass on to my grandchildren. Why is it so? a story because it relates to our surroundings, it
Stories leave an impact on our mind so strong that relates to our life.
even when 15 years old, we still manage to
remember them. They stay there somewhere and
pop up when you see anything related...like when
you see shiny heels, they remind you of
Cinderella... the instance you see your friend
sleeping, u call her ‘sleeping beauty’... I bet this
happens with all of you. So what is common in all
of them? Why every one of us has our favorite
fairy tale?
Human mind is good at understanding things
and remembering them when associated with
something and followed up on the same story line.
Stories are something which have been there since
our birth. All the stories of our childhood have
some theme or lesson in it which we still follow
Today Maggi is loved by before office, it is there with customers and thus was able to
around 90% of population of friends, and it’s there always. So show the trust customers have on
India. The present generation when Nestle asked people to it. It not only increased their
have enjoyed it since their share their stories with them, sales but also strengthened the
childhood. When ‘Maggi’ turned customers started recollecting bond between the customers and
25 in 2009, Nestle launched a their memories with Maggi. It Maggi.
campaign “Me aur meri Maggi” indirectly made them realize for Marketing through
and it was a huge success. They how long they have been storytelling is an art which
started with a beautiful concept enjoying Maggi and thus making depends on how accurately you
of asking the customer about their loyal customers even more are able to identify the factor
their story with Maggi. They loyal and attached to it. The which moves a customer and
targeted every single loyal customers got an opportunity to which can make a customer
customer and attacked their share their stories and thus to be relate with a brand or company.
emotions. The campaign asked able to see themselves on the Nestle figured it out pretty
everyone to share their stories packaging of their favourite accurately and launched its
related to Maggi 2-minutes brand. Thus the customers were absolutely new campaign which
Instant Noodles. Maggi (esp excited. With a low cost strategy, connected to mass like never
instant noodles) is now an requiring only redesigning the before...
important part of our lives. It packaging and setting up a
was there in our Tiffin when we website to request stories, Nestle
went to school, it is there at 3am was able to touch each of their
when we are hungry in hostel, it loyal customer’s heart. The
is there when we don’t have interesting point here is that the
enough money for a lavish treat, stories about Maggi were given
it is there when we don’t have by customers. The company just
enough time to make breakfast triggered the emotions of the
- Priyamvada Singh
IIM Rohtak
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4. MARQUE! 6 NOVEMBER 2011
CADBURY, STORY BASED CAMPAIGN
Stories are part of every culture and especially wife takes a bite of the cube and reluctantly smiles
Indian culture where we are used to listening to at him. The husband then points towards the exit
them during bed time. They are used as a means to and she steps out with him. Just then, a young
teach us moral values and provide entertainment at neighbor notices her and compliments her. This ad
the same time. Using them in advertisements with is again in the form of a story with which young
effectiveness requires a lot of creativity. It can also married couples could associate. The values of
be used to make your product a high involvement Indian families are brought out. A very common
product because if used effectively people will talk problem with which young married women could
about it, it will be there in the mind and we will like associate is used. In India it is still difficult for
to see it again and again. The present article will women to wear modern clothes (e.g jeans) in front of
discuss ad campaign from Cadbury which was in the elders. This problem is beautifully used in the form
form of a story. of a story and the importance of “kuch meetha ho
The ‘Shubh Aarambh. Kuch Meetha Ho jaye” is also brought out. The background music
Jaye’ (Auspicious start. Eat something sweet) again is very cleverly
campaign was build around the fact that Indians used and leaves a nice
usually prefer to eat something sweet before doing auditory impact.
some ‘shubh kaam’ to have a favorable outcome.
The ad which I am talking In India sweets are
about is set up on a bus stop with symbols of festivity
the girl eating dairy milk and and happiness and a
waiting for bus. The boy asks for lot goes into preparing and serving them.
a bite to which the girl inquires Indians are diehard fans of sweets and keep
the reason. He tells her that his looking for occasions to celebrate. Sweets are
mother has advised to eat ingrained in Indian culture and associated with
something sweet before starting positivity and prosperity. Cadbury Dairy Milk
anything auspicious. The girl offers him a cube of has tried to capture the essence, the flavor and nitty-
the chocolate. She then inquires about the ‘shub gritty of the mithai moments, building itself on the
kaam’, and the boy tells her that he was thinking of back of a widely followed custom and familiar
dropping her at home. It unfolds like a story and you rituals. By continuously honing the strategic
are hooked to it till the end. It’s difficult to change communication behind the brand’s eloquent
the channel if you are watching it for the first time. campaigns and commercials and through insightful
You want to know what will happen next. In just few product innovations, Cadbury Dairy Milk has
seconds the advertisement has all the elements of a succeeded in devising ways to increase consumption
beautiful story crafted to perfection. The music in and become a healthier choice of replacement to the
the background is also very soothing and brings out traditional sweets. The targeting of each segment
the naughtiness in the whole set up. The target has been with innovative story line behind it and
segment is the young generation. Young people with issues they could associate. If all the elements
usually find it difficult to ask a girl out for a date or of a good story can be incorporated in such a short
start a conversation. The ad uses this hitch very span time and leave a smile on your face at the end,
cleverly. I am sure the boys would have felt the then the ad surely sets a standard for itself in terms
creativity in starting a conversation and girls would of being creative and fulfilling the purpose for which
have felt how innocent it was after seeing the ad. It it was meant. You never get bored seeing the ad
also highlights the Indian cultural values for the again and again.
youth. It is difficult to get out of your head.
Another ad in the same campaign in which a
husband offers Cadbury Dairy Milk to his wife who
is nervous to step out in jeans because of the
reaction of her neighbors and mother in law and
what they would say about her. The husband tells - Ankur Shukla
her that his mother would advise her to eat IIM Rohtak
something sweet before starting a ‘shub kaam’. The
! PAGE 4

5. MARQUE! 6 NOVEMBER 2011
DIFFERENT, AND, INSIDE
Inspiration springs from the most dire of situations and that inspiration flares the imagination, that’s
how great concepts are sometimes born. Two of the biggest names in today’s world stand proof to the
statement, names that we see everywhere we turn, names that have grown to supersede all others, names
both of which are duo syllabic and five letter long.
THINK DIFFERENT bought space in popular magazines and fashion
In an almost forgotten, long ago time, dire magazines for the print ads.
straights were where Apple was in. It was 1997. The campaign debuted on September 28, 1997.
Steve Jobs had returned. Press wasn’t interested in It was remarkably popular, receiving glowing press
Apple. The TV studio on Cupertino campus was write-ups. It was the turning point for Apple. The
unneeded. Umax’s updated S900 embarrassed ads won a slew of awards. Developed a cult
Apple. Apple’s brand was diluted. following. After the first campaign, Apple started
Acting as the de facto CEO, Jobs took on the sending complimentary products to public schools
problem personally. Lee Chow, creative director of to hang in the classrooms.
Chiat/Day, one of the three ad agencies invited to The campaign maintained till 2002, some of
present ideas, presented Jobs with a new slogan and the Apple stores featuring Think Different
aesthetic for the ads: Think Different. Chow said tableaus.
he wanted to feature filmmakers at Dreamworks
SKG working on their Macs.
Jobs, enamored with the concept had other
ideas. Instead of filmmakers, he wanted to use
celebrities and thinkers. The brainstorming began
on the spot.
Chiat/Day and Jobs got working on the ad, in a
totally computer based creative environment.
Though the ad was entirely produced by Chiat/
Day, Jobs reviewed revisions at every step. The
Television commercial was produced using an Avid
4000 system on a Mackintosh with Adobe
AfterEffects. Jennifer Gulab, who worked on the
TV commercial, was in contact with Jobs daily,
working out the images, the music and the
narration which was done by Richard Dreyfus.
Dreyfus read a free verse poem, “Here’s to the
Crazy Ones” written by a Chiat/Day copywriter,
Craig Tanimoto.
The first rule of the campaign was that there
would be no products in the ads. The participants
(or their estates) instead of being paid, were given
money and computer equipment to be donated to
the charities or non-profits of their choice. Apple
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6. MARQUE! 6 NOVEMBER 2011
INTEL INSIDE
From the dawn of personal computing in the advertising stressing speed, power and affordability.
1970s, marketing was driven by computer vendors It used state-of-the-art special effects to take
and software publishers. The processor drove the viewers on a sweeping trip through the innards of
rapid increase in performance which in turn helped the personal computer before hovering over the
systems run smoothly and faster. Intel played a campaign's raison d'être - the then new Intel
central role in transforming the PC. But the i486™ processor. Along with colorful TV
consumers were none the wiser. One mentioning advertisements, Intel added a distinctive and
“microprocessors” would get mystified stares from memorable three-second animated jingle (known as
the consumers. a signature ID audio visual logo), displaying the
Then came 1989. And Dennis Carter. logo and playing a five-tone melody.The tune, now
Marketing manager at Intel, he formed a small familiar, cemented a positive image in the
group and marketing microprocessor 386SX to the consumers’ minds.
IT managers purchasing PCs for their businesses. The campaign was a huge success. The PCs
The effort was successful and the team realized the took over the world in the years to follow. And
time was ripe to launch a new marketing program, with them, Intel grew on too. From being a
a novel campaign of marketing to the end users. component unknown, the processor became The
The idea seemed a stretch to the people within the component in the PC and Intel was on the Top.
company and to the media too. Another issue was
that the semiconductor was only a component, a
key component but a component still.
After much study, in 1991, Carter and team
launched the Intel coop marketing program. They
came up with the tagline “Intel. The computer
inside” which was later shortened to “Intel Inside”.
The OEM program was the first, and when it was
underway, Intel started print advertising around
the world explaining to the customers the logo and
what it meant. In 1992, made by George Lucas’
Industrial Light Magic, Intel debuted its first TV
ABSTRACT’S THE KEY
There are numerous style. While many would choose greatness from the past and the
campaigns that the world has to tell the story open and clear; present, and telling of the
witnessed, which are built around most consciously, and treasures hidden inside.
a story. There are also the many unconsciously, tilt over to the Campaigns centered on stories
more campaigns that aren’t so more abstract telling of the story, certainly can be successful, if told
obviously built around a story. so much so that the lack of story properly.
But, the fact remains, there is no seems an argument holding
campaign that doesn’t have a ground. It is here that the line
story at its heart. A successful takes birth, Abstract’s the key.
campaign is like a well written Could it be so? The story
story, pulling in the reader into certainly seems to be with the
the world of the story. It is up to abstract. And these abstract
the marketer to choose the stories change fortunes, change
design of the campaign and the the world itself, telling of
- Bharadwaj Battaram
IIM Rohtak
! PAGE 6

7. MARQUE! 6 NOVEMBER 2011
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