Chatpati chutney storms online space...
Display advertising, direct marketing, ATL, BTL,
promotion campaigns… doesn’t it sound a tad too clichéd? Moving out of run-of-the-mill advertising and creating a new wave in the media space is a concept called viral marketing. And one of the pioneers in spreading this virus in India is a chatpati agency – Webchutney. Founded in 1999 by two ex-Grey Worldwide employees – Siddharth Rao (CEO) & Sudesh Samaria (Chairman cum NCD), Webchutney is a typical full service interactive agency, just that they operate in the online space.
So how did Webchutney catch the viral marketing fever? Reminisces Rahul Nanda, COO, Webchutney, “In 1995, Internet got a thrust in India & everyone started forwarding power-point files, chain letters, jokes, et al. That was also a form of viral marketing. However, Webchutney pioneered the creativity around it. We gave it a flavour of animation and used it as a business proposition for our clients.” A viral may be text, animation or a film, which is forwarded from one person to another via chain e-mails. One of the first few virals created by Webchutney was the Chidiya Udi viral for travel portal Makemytrip.com (MMT).
But given the newness of the media and the medium, are clients receptive to accepting this brand of viral innovation in their marketing plans. Nanda gives the case in point of MMT. “They gave us the entire creative freedom. They were aware of the fact that when you start a viral marketing project, you just have an idea. But to spend a humongous amount of money on just one statement, build it into an animation and then make it successful is a big thing. For this you need the client to be as creative and brave as the agency.”
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Source : IIPM Editorial, 2008
Display advertising, direct marketing, ATL, BTL,
promotion campaigns… doesn’t it sound a tad too clichéd? Moving out of run-of-the-mill advertising and creating a new wave in the media space is a concept called viral marketing. And one of the pioneers in spreading this virus in India is a chatpati agency – Webchutney. Founded in 1999 by two ex-Grey Worldwide employees – Siddharth Rao (CEO) & Sudesh Samaria (Chairman cum NCD), Webchutney is a typical full service interactive agency, just that they operate in the online space.So how did Webchutney catch the viral marketing fever? Reminisces Rahul Nanda, COO, Webchutney, “In 1995, Internet got a thrust in India & everyone started forwarding power-point files, chain letters, jokes, et al. That was also a form of viral marketing. However, Webchutney pioneered the creativity around it. We gave it a flavour of animation and used it as a business proposition for our clients.” A viral may be text, animation or a film, which is forwarded from one person to another via chain e-mails. One of the first few virals created by Webchutney was the Chidiya Udi viral for travel portal Makemytrip.com (MMT).
But given the newness of the media and the medium, are clients receptive to accepting this brand of viral innovation in their marketing plans. Nanda gives the case in point of MMT. “They gave us the entire creative freedom. They were aware of the fact that when you start a viral marketing project, you just have an idea. But to spend a humongous amount of money on just one statement, build it into an animation and then make it successful is a big thing. For this you need the client to be as creative and brave as the agency.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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