Using Multiple Media Mix is very effective for all brand campaigns - Sanket Paradkar

Think of some brand campaigns which made an impact in the advertising world. Now among these name few campaigns which had restricted themselves to only one media. Isn’t it difficult to point out any such campaign? In today’s world it has become imperative for brands to use multiple media mix to achieve different objectives related to awareness, engagement, trial, advocacy etc. and to make an indelible impact on people’s minds.

Brands use different media for different purposes. Media like television, print, outdoor etc. are used for brand building. When it comes to engagement social media can serve the purpose effectively. Internet marketing tools like SEO/SEM are used for lead generation. While channels like email marketing involve call to action and are effective to drive sales. A lot of brands also indulge in experiential marketing and use mobile apps as a medium to educate customers and give them experience about their offerings.  It is hard to achieve these different objectives using a single media. One more advantage of using multiple media mix is it makes measurement of results easier to evaluate the performance of the campaign.

Let us talk about recent ‘Oh Yes Abhi’ campaign by Pepsi during IPL. It launched musical ads with catchy tunes on television. Pepsi used print and outdoor media effectively to catch attention. It also launched digital leg of the campaign which gave online users the opportunity to shoot and showcase a 60-second film that is in line with the new brand proposition. Winners were given prices. Pepsi also launched India’s first online, on-demand gig which featured Raghu Dixit performing and taking requests from the online audience. In addition to all these it also came up with mobile app named ‘The Pepsi World App’. Due to all these efforts Pepsi got maximum visibility and garnered maximum mindshare among consumers during the campaign.