In an increasing competitive market, companies are coming up (with) new ways to promote their brand and enhance brand visibility. Campaigns are the latest marketing tool adopted by any sized company to create brand awareness and boost customer involvement. Some campaigns involve a social cause while some involve some have elements which compliments the image of the brand, some have fun themes and similar other kinds.
Before launching any campaigns, extensive research and information should be accumulated and analyzed to evaluate the impact of such campaigns on the consumers and its relevance with product or service. Coca-Cola is planning to launch their new campaign involving the sport “Parkour” for the Thumbs Up brand, which carries an image of adventure, attitude and action. Thus this campaign will complement Coca-Cola’s existing brand image.
Campaigns carrying social cause also create a lot of goodwill on consumers and also contribute to the social and environmental development. The recent campaigns by Aircel, Idea, Nokia spreads awareness about saving extinction of tigers, saving trees by less use of papers and planting trees respectively. Among large number of players in the market, these campaigns help in creating a separate identity of the brand in the minds of the consumers. These kinds of campaign create lot of hype among the consumers and boosts goodwill and sales as well.
Mediums of campaigning also plays important part and variety of medium are used by the companies to increase consumer involvement. For instance, Temptation deodorant’s very recent campaign “Sorry Boys” uses internet and TV channel as the medium to reach out to the consumers. In using television as medium it is also important for the company to select the right channel and/or program to reach out to the target consumers. Temptation deodorant telecasts their campaign in MTV channel known for its youthful, adventurous content and huge teen and middle age spectator base. One of the most evolving channels of campaigns is the social networking sites. The most important part of any campaigns is to evaluate its importance and impact it creates. Benchmark must be set to measure the success of the campaigns. Any successful campaign must be upgraded for continuance of consumer involvement.
Completed B tech in Information Technology under West Bengal University of Technology.Currently pursuing Masters in Business Administration(MBA) from Indian Institute of Social Welfare and Business Management(IISWBM),Kolkata with marketing as major specialization and finance as minor specialization. Have penchant for blogging and broadening my learning curve. Like to explore more insight on branding and its nuances. 
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