Before there was a Nano, there was the Beetle, and now it is here. The original “people’s car” was the Volkswagen Beetle that became synonymous with freedom, the sixties and the “drop out” hippy culture. Now it is India – overpriced and nowhere near the original vision of a cheap affordable car – but still an Icon of the automobile’s 110 year history.
Category: Branding
Jun
03
C3CUBE initiates touch-screen kiosk entertainment revolution in India
Dilli DIl Se Kiosk, DT Place, Saket
During this IPL season, if you had walked into any of the major outlets of McDonald’s or Nirulas, the DT Mall Food Courts or any of 27 prime retail locations across the Delhi NCR region, you would have seen a crowd of young people engrossed in a futuristic, interactive touch-screen kiosk. This was the Dilli Dil Se Network, part of the Coca-Cola Dilli Dil Se marketing program celebrating the Delhi Daredevils and India’s first ever network of multimedia, broadband-enabled entertainment kiosks.
The Dilli Dil Se kiosk network was conceived and developed by acclaimed multimedia producer Raja Choudhury and his digital agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated marketing program to leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This program also included a website, www.DilliDilSe.com, designed by C3CUBE.
Traditionally, touch-screen kiosks are visible in banks, at airports, stations, museums aimed at facilitating customer transactions, information or ticketing. This is the first time a kiosk network has been created solely for the purpose of promoting a sporting event and providing entertainment in a safe, fun-filled environment. And the formula worked! During the DLF IPL 2009, over 20,000 enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the top of the league table, and into the semi-finals.
The cutting-edge kiosk network integrated a large 19 inch letterbox touch-screen interface and a 32 inch LCD TV and provided dynamic content such as a promotion, games, a private social network, video mail, SMS tweets, a juke box, Bluetooth 2.0 downloads, videos, ads, team player game cards, 3D virtual tours and much more.
“This is a first-of-its-kind entertainment kiosk network” says Raja Choudhury, who has been building award-winning kiosks, websites, videos and TV programs in the US, UK and Indian markets since 1993. “We believe such a network that integrates Web 2.0, flash games, a social network, Bluetooth, video mail, SMS and music over a 2 Mbps broadband connection, has not been deployed so far. Coca-Cola India believed in our vision and we were able to make this possible during the IPL.”
C3CUBE and Coca-Cola India were able to attract some key partners to this pioneering experiment during the DLF IPL event including McDonald’s, Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps, Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.
Dilli Dil Se Kiosk, DT Mega Mall Gurgaon
Mansoor Siddiqi, Director – Integrated Marketing Communications at Coca-Cola India said that “The Dilli Dil Se kiosk network was a fresh initiative in the marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer their team on, in an involving and fun manner, and achieved engagement metrics beyond our expectations.”
C3CUBE Multimedia is a two-year old agency with offices in New Delhi and New York that has already notched up major interactive successes including 2 Webby Honoree Awards in 2008 for OurWeddingDay.com and CBCWorldwide.com as well as numerous awards for JadeNYC.com and the documentary film “Spirituality in the Modern World.” The company now plans to launch a series of public multimedia projects in the Indian market, including a new tourism, information and entertainment kiosk network for Delhi called the Delhi I-Zone in time for the Commonwealth Games in 2010.
For further information contact Kritika Singh at Kritika@c3cube.com or call +91 989984749.
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May
22
New Delhi, 22 May 2009 – As the Delhi Daredevils make their way into the semi-finals, one website is proving a big hit with fans as it celebrates the victories in a novel and unique way. Developed by New Delhi and New York creative hotshop, C3CUBE Multimedia for Coca-Cola India, www.DilliDilSe.com takes Daredevils fans into an alternate universe with a fun game called “Get Gauti to the Match”, a multimedia team section with shareable and collectible virtual fan cards, a complete social club with friends, forums, crazy videos, a slogan contest, a 3D guide to the Ferozeshah Kotla stadium, Delhi events from Buzzintown, live scores, music, prizes and much more.
DilliDilSe.com brings a fresh take on the success of the Delhi Daredevils.
DilliDilSe.com Home Page design - moveable ajax tiles provide interactive intro to exciting site
DilliDilSe.com is Coca-Cola India’s first entry in the Web 2.0 world of rich online media and social networking as part of its sponsorship and promotion of the Delhi Daredevils team during DLF IPL2 in South Africa. It partnered with Webby award-winning creative agency, C3CUBE Multimedia to design and deploy both the website and a network of 27 multimedia touch-screen kiosks at prime customer outlets such as McDonald’s, Nirula’s, DT Malls and other locations across Delhi NCR.
DilliDilSe.com takes a very different route from the regular fan community and team sites during IPL 2. The site integrates bright and cheerful design elements, cutting edge Ajax technologies, rich media flash content in the forms of games, tours and fan cards and the best of Web 2.0 technologies including a social club with friends, videos, photos, slogans, forums and short messages. Fans can interact with Gauti, Veeru, Amit, as well as each other in new and unusual ways within a safe, fun-filled environment.
In describing the vision for the site Mansoor Siddiqi, Director of Integrated Marketing at Coca-Cola India said that “we felt the Delhi Daredevils fans needed something in addition to the regular channels of communication, to share their passion for the team during the DLF-IPL season in a dynamic and interactive environment…and DilliDilSe.com is our way to help them cheer the team on.”
Raja Choudhury, Managing Director of C3CUBE Multimedia said “the partnership with Coca-Cola pushes the boundaries of what is possible in sports promotion in terms of online presence, and we are excited to see the success of DilliDilSe.com as the Delhi Daredevils shoot to the top of the league table.”
For further information contact Kritika Singh at Kritika@c3cube.com or call +91 9899847497
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Sep
23
Being Creative: Or how to ride out the global recession
Unless you have been hiding under a rock, you would not have failed to notice that the global economy has gone into a spiral with the collapse of major financial institutions in the US, painfully high oil prices and unstable global markets all leading to a worldwide economic recession. The Indian economy too has not been spared for, yes, we do live in a “flat world” where everything is interconnected. We can expect a reduction of growth to under 7%, a dramatic drop in US and European IT imports and outsourcing, a very high interest rate, increased middle class unemployment and a drop in consumer confidence. But is it all doom and gloom or can an SME ride it out and still survive?
While most small businesses will be tempted to button down, cut costs and visit the local astrologer, it may be worth seeing this period as an opportunity instead. Here are a few ideas of how you can thrive in this slump:
Improve your relationship with your existing customers – CRM is one of the subtle arts that always gets neglected but is never more important than in a downturn. Invest carefully in ideas and systems that will help you keep your customer base connected and reassured. Look at tools like SugarCRM, Saleforce.com and HighRise and see how you can keep your customers near.
Outsourcing from larger players – as the big boys slash jobs and cut costs an opportunity is created for an SME to offer efficient lower cost services for outsourcing from back office to software development and creative services.
Finding new sales channels – while one market tumbles, many more do open up. After the Iraq war started, many Indian companies found work in large subcontracts in the Middle East and elsewhere supplying US and allied troops. While the US may slow down, Europe is still buying and so are Russia and China. Also remember, that in this recession the number of government, infrastructure, and institutional and foundational contracts available for bidding will increase considerably and so a slight repositioning may open new doors.
Improving your branding – use this time to clean up your brand and position it better in the marketplace. Add substance to your website, start a newsletter, launch a Blog, attend conferences and get out there. Now is the time to build more relationships in preparation for the inevitable upturn.
Getting lean and efficient – yes getting lean is very important now but not just by cutting costs or shedding deadwood. One should consider mapping all processes and embracing workflow efficiencies like Lean Six Sigma. Look at every single one of your processes and see how you can improve efficiency, cut out fat and improve performance.
Recruiting real talent – fortunately for you there is going to be an increase in talent available in the market through layoffs and that too at a lower price. Now is a good time to find that MBA or Six Sigma Black Belt you always wanted to hire.
Never stop learning – use this time to catch up on all your knowledge. Get your staff trained in new tools, software applications, process management systems and communications methodologies. There are tons of short courses available across the country to help you improve your own knowledgebase and capabilities.
Here’s wishing you a safe voyage as we ride the waves of this recession.
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Feb
03
Seven Steps to Building a Great Online Brand
A quick survey of Websites considered “GREAT” will reveal that the majority of them were started by small companies or entrepreneurs using limited financing, a lot of sweat and a great idea. YouTube.com, Linkedin.com, Craigslist.com, Flickr.com, Naukri.com and even the big boys Yahoo and Google were once ideas in the heads of individuals or small companies. But, how did these brands become so big and in such a short time.
Well, apart from luck, timing and the presence of angels, all online branding exercises share certain characteristics that differentiate them and make them “great.” In the 14 years I have been designing and studying online and multimedia brands I have come to understand that there are seven steps any entrepreneur can take to ensure success. ( Read more )
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Oct
18
The Great Indian Web Rush….
According to the world’s leading Web traffic measurement service Alexa, only 5 of the of the Top Twenty Websites in the Indian Market are indigenous Indian products – the rest are all products of global media giants like Google, Microsoft, ESPN and Yahoo. On the Indian front, the usual suspects Rediff (#5), Naukri.com (#12), IndiaTimes (#14) and Sify.com (#20) rule and one private site DebonairBlog.com (a porn site – #19) lead the way.That makes 4 big Indian brands and 1 porn site!
Further along we have Raaga.com at 24, Bharatstudent.com at 30, SantaBanta.com at 33 and Indian Railways at 37. Good to see some independent entrepreneurs breaking the top 40 ceiling – well done! But there should be many more in the top 40.
So what does this tell us. Well, while it may appear that in the future, the Web in India might be brought to us exclusively by multinationals and large Indian publishing companies, the truth is that what we see before us is a huge opportunity.
The Indian Web market is about to cross over the 60 million user mark this year (25 million active users) and if all predictions prove true, we should have over 100 million active users by 2010 (Nielsen Net Ratings). On the other side broadband home access and the rapid spread of credit and debit cards will help create a vibrant ecommerce market well in excess of the current $1 billion (eStatsIndia.com). This means that the Indian market is ready for a wide range of new service, utility, shopping, leisure and entertainment sites that cater to this upcoming boom. These are heady days for Indian Web Publishers. What’s stopping you?
…Read my next post on branding to help you map out your conquest of the Indian Web market.
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reflections on indian creativity and innovation
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