Model Saga: Google India’s quest of ‘Reuniting’ humanity with heart-warming tales

A tech large however an emotional model”, the Google India Promoting Journey is the epitome of carving lovely narrations to drive house the model message, creating legacy for the model in a brief span.

Partitions divide international locations, friendships discover a approach,’ – the unforgettable Google ‘Reunion’ marketing campaign has made us all shed tears of pleasure. A granddaughter in India decides to shock her grandfather on his birthday by reuniting him along with his childhood pal (primarily based in Pakistan) after 6 a long time of separation because of the partition, with a bit assist from Google Search. The storytelling so heat, the narration so impactful, the marketing campaign is actually one in every of its sort. This Thursday, we kickstart the New 12 months for Model Saga by revisiting the Google India promoting journey.

Google Enters India

Google, an American search engine firm, based in 1998 by Sergey Brin and Larry Web page forayed in India solely in 2003-04, at a time when the web penetration within the nation was simply 0.4% as in comparison with the five hundred million and rising web userbase now.

Since then the corporate has undergone a number of adjustments and developed its array of choices with a set goal- to carry all Indians on-line. From enhancing its Search characteristic to constructing instruments for small companies and selling on-line funds, and promoting providers, Google needed to assist Indians connect with the Web seamlessly – a pattern that displays within the Google promoting journey as properly.

Google India Promoting Journey

Whereas there is no such thing as a clear indication of when and the way did  Google begin selling its choices within the Indian market, there’s a enormous portfolio of the corporate relating to launching campaigns,-keeping the Indian shopper on the core of its communication technique.

In its preliminary years, Google helped followers uncover movies, film characters, songs, actors, showtimes, and trailers aligning its core goal of connecting individuals via the ability of the Web. After enabling a seamless expertise for customers to go looking their queries in easy and pure language and dashing up the method, Google shifted its focus to the cellular revolution.

In the direction of 2007-08, the corporate said that mobiles will grow to be the first technique of entry to the Web. Following the bulletins, it additionally joined arms with telcos like Airtel to amplify the message arrange amidst a dystopian narrative to advertise ‘Search Made Easy’.

In 2009, the corporate up to date a extra subtle model of Google Chrome and began advertising tidbits about higher searching by positioning Google Chrome as an online browser that mixes a minimal design with subtle expertise to make the net quicker, safer, and simpler.

It was adopted by releasing 15-second adverts choices ideas for safe search language, dictionary, conversions, time, climate et al, making customers conscious of the specifics of Google Search. The marketing campaign performance-enhanced firm’s choices to advertise searches for schooling, companies, information, practice tickets, flight tickets, jobs, merchandise, and many others and noticed a gentle rise within the queries with time. 

In 2010, DLF IPL’s craze loomed over India and Google too leveraged IPL’s bigger than life fan picture to churn out fascinating animation campaigns – be it the story of a wife-husband or cricket, selling Google Search as the one go-to possibility for monitoring dwell cricket scores.

Additional, with initiatives like Google Doodle for India, Interact India, and repair suites like Adwords, Gmail, and Google Hangouts, the corporate always appeared for advertising the product specs with appropriate narratives in its promoting.

In 2012, as a part of a worldwide marketing campaign ‘Internet is what you make of it’, conceptualised by BBH for the Indian sequence, highlighted widespread customers in India and all over the world who’re passionate to leverage the ability of the net to attain the extraordinary.

By a sequence of brief movies together with tales from celebrities and customary shoppers, the marketing campaign encompassed how the net and its merchandise have modified the lives of tens of millions.

Aside from that includes instruments and updates like Voice-guided GPS updates for Androids, it additionally rolled out campaigns for the Nice Indian Buying Competition and human curiosity tales like Celebrating India with Google+, the tech large’s try at getting into the Social Networking area.

The Reunion Story

In 2013, Ogilvy India and Google India weaved a heartwarming story that traveled throughout boundaries and received tens of millions of hearts, taking the storytelling side one notch greater. Titled  ‘Reunion’, the three and a half minute advert movie was directed by Amit Sharma, written by Sukesh Kumar Nayak, produced by Ogilvy & Mather (now Ogilvy). Piyush Mishra lent his voice for the background rating, composed by Clinton Cerejo, and lyrics given by Neelesh Mishra….phew!

Reunion is a story of two childhood associates, Baldev and Yusuf, separated through the India-Pakistan partition in 1947. Baldev’s granddaughter Suman with the assistance of Google Search reunites the 2 associates. The affect was such that the marketing campaign went viral and was seen greater than 1.6 million occasions earlier than formally debuting on tv on November 15, 2013. The industrial has 15 Mn views on YouTube and over 50 Mn views throughout all digital platforms to this point. The movie impressed the India-Pakistan authorities to ease the visa procedures.

In line with Ogilvy’s Sukesh Kumar Nayak, Google had said of their transient that “Google is a expertise product however is an emotional model. The one factor they needed was to see how significant the search engine is in actual life.” Nayak additionally said that they needed to make “the connection between actual life and Google, magical.

Reunion was filmed in several areas in Delhi, together with an outdated Haveli in Connaught Place, Crimson Fort, India Gate, and a small scene in Lahore, Pakistan.

That is the primary of a sequence of 5 adverts exhibiting the 2 outdated associates reconnecting. The model used shorter product movies on the net platform to ship its message.

Reunion added a brand new chapter to the Google India Promoting Journey.

Celebrating Togetherness

For the 2014 election marketing campaign, Google teamed up with celebrities like Amitabh Bachchan and Virender Sehwag to induce customers to vote as accountable residents.

As a part of its ‘Serving to ladies get on-line’ initiative, Google India launched a digital movie ‘Collectively On-line’ in 2015 urging moms to come back on-line. Conceptualised by Lowe Lintas & Companions, the marketing campaign highlighted the divide between digital migrants and digital natives in India.

Later, for India, Google shifted its main concentrate on democratizing Web entry for non-English audio system contemplating the rising penetration of the Web within the hinterlands – it launched Voice search and simpler textual content enter mechanisms inside Android Google Search App.

In a bid to carry into the forefront the actual tales of energy from India whereas subtly integrating its merchandise, Google rolled out ‘The Story of Amit’ via Google Photographs to rejoice the recollections treasured by a visually impaired particular person.

With a bit assist from Google Photographs’ picture search and organisation options, Amit was in a position to rediscover all these recollections he’d been part of however missed out on seeing.

Then got here ‘The Hero- A Bollywood Story’ in 2016 created by Lowe Lintas Delhi starring Vicky Kaushal. The story of a father and son on a journey to rediscover desires, Bollywood type, with Google Search by their facet. The six-minute-long movie was impressed by misplaced desires that tens of millions of Indians have about making it in Bollywood.

With programmes like #SkillUpScaleUp and Web Saathi, Google India has been always sharing actual tales of achievers from the hinterlands and the city inhabitants who strived to do the extraordinary with the assistance of Google merchandise.

For its Google Pixel providing, the model introduced on board Twinkle Khanna a.ok.a Mr.Funnybones the place she talks about juggling varied roles and obligations and nonetheless finds time to take a selfie the place Google is her fixed associate.

Google Assistant’s marketing campaign ‘Let voice cleared the path’ conveyed the worth of getting one’s personal private Google which extends that will help you throughout units, like Google Dwelling, your telephone, and extra adopted by the rollout of #MakeGoogleDoIt.

GoogleDuo’s video calling characteristic marketing campaign #BeThere highlighted how the app permits customers to be with their family members and expertise moments from wherever they’re. The commercial took a light-hearted narrative with a humorous take. The sequence contained two extra extra movies constructing curiosity across the options of Google Duo.

In 2018, Google’s promoting funding elevated by 45 p.c to INR 696 crore compared to 2017. The corporate’s total media funding, as per entrackr.com, estimated at INR 1,100 crore. Out of this, over 50 p.c was spent on the digital medium.

The main a part of its promoting and advertising drive featured its consumer-facing choices together with Google Maps, video-calling product Google Duo, fee app Google Pay, and {hardware} merchandise like Google Pixel and Google Dwelling. In print, the search engine agency promoted its enterprise product G Cloud. Google has been eyeing high-impact properties corresponding to cricket and leisure programmes, and common films.

Additionally Learn: #SocialThrowback2020: Brand Saga Recap – Must-read advertising journeys that aged like fine wine

Supporting SMBs, below its #StoriesFromIndia initiative, Google India introduced into the limelight the tales of household companies to start-ups, portraying how Indian companies are utilizing the web to take their merchandise to prospects internationally

The corporate’s 2018’s Google For India – a brief movie created by Leo Burnett, depicted how the web empowers individuals. It largely targeted on rural India and showcased how utilizing the web has made individuals extra impartial.

The marketing campaign highlighted the large affect that Google’s varied initiatives have on India. Whereas working for the marketing campaign, the company mapped Google’s initiatives corresponding to rail Wi-Fi and its developer’s coaching programme and picked up actual use circumstances, tales from the bottom.

In 2019, Google roped within the common couple – Virat Kohli and Anushka Sharma who had been seen selling Google Duo within the background of a 90s music.

In September 2019, through the Google for India event, the tech large launched its new app ‘Google Pay For Enterprise’ to encourage SMBs to undertake digital funds and make the method of onboarding simpler through video KYC, and prompt verifications utilizing Google Duo. 

The corporate additionally teamed up with YouTube influencers to unfold consciousness on on-line security. It launched instruments such because the Safety Checkup and Password Checkup to assist customers strengthen their Google Account safety and handle points instantly.

In February 2020, in a bid to step up its efforts to make sure the net security of customers amid growing stories of cyberattacks, the unfold of faux data, and hate speech, Google India rolled out #PehleSafety to teach customers about finest practices to remain secure on-line. 

In October 2020, Google launched a ‘Make Small Robust’ initiative to assist small and native companies throughout the nation. The brand new initiative launched by Google was geared toward supporting Kirana shops, vegetable distributors, and extra who suffered huge losses through the Lockdown. 

December 2020 noticed the corporate launch a video marketing campaign, #BolneSeSabHoga that includes Gajraj Rao. Google acknowledged a related Indian behaviour of asking for assist and constructed its marketing campaign round it. The advert promotes an ideology of getting all of your questions answered by asking the best particular person. 

At current with an perception that some issues are finest mentioned within the language, you’re keen on and Google loves having so many languages to specific,  the corporate’s ongoing marketing campaign ‘Your web in your language’ empowers Google’s dedication in the direction of constructing an web the place you’ll be able to say extra, learn extra, and entry extra data in your most popular ‘bhasha’.

The Google India promoting journey via its heartwarming tales and product integration has made tangible results on our lives, encompassing human curiosity tales and enabling a way of permanency for its campaigns. Only a few manufacturers can boast of an affect on a demographic so various and widespread. However, Google India has executed it.

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