Author: Marketing Journo

Visit to Raymond’s ‘Ready to Wear’ store – A worthy lesson learned, unexpected!

Visit to Raymond’s ‘Ready to Wear’ store – A worthy lesson learned, unexpected!

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Blog Post Photo 1

Last week, I and my wife planned to purchase shirting and suiting from a Raymond store. Thus, we visited an outlet in our locality, Adyar. Upon entering the store, we were able to spot only ready to wear clothing. We couldn’t find fabrics, which we intended to purchase.

Then, there came a person to attend us. From the attendant, we ensured that the store is a ‘Ready to Wear’ outlet. Also, he went on to add that the store provides ‘Made to Measure’ service too.

For context, as per Wikipedia, ‘Made to Measure’ (MTM) typically refers to custom clothing that is cut and sewn using a standard-sized base pattern.

As far as Raymond’s MTM is concerned, customers willing to avail the service will have to visit the store to consult their advisors. Try out dresses of various sizes and select the one that fits best. Choose from a range of fabrics and pick personalized elements like embroidered initials and cuffs and collars.

Measurements and preferences gathered from the customers will be fed into the system to be utilized later to craft the customized garments. Dresses, in finished condition, can be collected from the respective stores in 12 days.

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Apart from the aforementioned information, the attendant conveyed that the customers could avail either ‘Made to Measure’ or ‘Ready to wear’ service from the stores similar to the store that we visited i.e. We will not be able to purchase fabrics here to be stitched elsewhere or use just the tailoring service here, after purchasing fabrics from some other place…not even from another Raymond outlet.

To better understand the services of the stores under discussion, he briefed us the branding of both i.e. The ‘Ready to wear’ stores are assigned with the logo, present in the below photo…

Raymond Ready To Wear

Whereas, the stores that sell fabrics are characterized with the name, ‘The Raymond Shop’ and by the logo, present in the below picture…

The Raymond Shop

A worthy lesson learned, unexpected!

Photo Courtesy: Fotor and Raymond

An Overview of Raymond’s Cost-effective, Dual-Purpose Matching Glass!

An Overview of Raymond’s Cost-effective, Dual-Purpose Matching Glass!

Blog Title Photo

We are in an era where brands are trying out to enhance customer experience by incorporating technological innovations that incur a substantial cost. At the same time, brands are also attempting to pan out cost-effective means of innovations. Of late, I came across one such economic strategy i.e. utilization of a dual-purpose matching glass, deployed by the Indian branded fabric and fashion retailer, Raymond.

Recently, I and my father visited one of the Raymond outlets in Chennai, to purchase cloth materials for a pair of formal shirt and trousers.

Firstly, we selected a couple of shirtings.

Then, we selected a set of clothes for pant. To facilitate us in rounding off our activity of selecting matching cloth materials, the store assistant placed the shirt cloth above that of the trouser and placed a matching glass over them, as below…


The matching glass has been created in such a way that the shirt and pant parts of the glass are transparent. So, every time when the glass is placed over a set of shirt and pant clothes, the consumer can get to know how well they appear on a person.

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Apart from providing a preview of a shirting and trouser cloth, the matching glass promotes Raymond’s custom tailoring service.

You could notice the hashtag, #TailorYourStyle, Raymond logo and the text, CUSTOM TAILORING inscribed over the glass. Wherein, the hashtag and text refer to the brand’s service, Raymond Custom Tailoring. According to Raymond, the service offers customized shirts, trousers & custom suits made using high-quality fabrics with assistance from experienced stylists.

Click here to know more about the offering!

Watch below the advertisements for Raymond’s custom tailoring service…

When clothing companies like American Apparel are letting customers watch videos of models wearing the brand’s clothes in its Augmented Reality app, Raymond’s approach of using matching glass appears to be cost-effective and at the same time, serving dual-purpose.

Photo Courtesy: Fotor and Raymond

‘The Curse of La Llorona’ impressively jumped on the ‘Avengers: Endgame’ bandwagon

‘The Curse of La Llorona’ impressively jumped on the ‘Avengers: Endgame’ bandwagon

'The Curse of La Llorona' impressively jumped on the 'Avengers : Endgame' bandwagon

It’s a rarity to see a flick in a movie series, generating massive frenzy all over the world before its theatrical release. Now, when I try to recall one such rare movie, Avengers: Endgame of Marvel Cinematic Universe (MCU), pops up without a shadow of a doubt.

Since the movie, Avengers: Infinity War ended in a suspenseful manner, fans were left with utmost anxiety as to not miss the film’s sequel. Also, as the sequel, Avengers: Endgame (22nd movie of MCU) being labeled as the last movie of the franchise, the eagerness among the fans got immense. These aspects laid the groundwork for the “last installment” of one of the most memorable franchises of Hollywood to ride high.

For brands looking to promote their product/services, the movie appeared as a significant vehicle to unleash their prowess in marketing. Thereby, we have been observing various brands impressively riding the Avengers: Endgame wave either by associating themselves with the movie or by ambushing the same.

What appeared more interesting in these strategies was a movie doing a marketing ambush at Avengers: Endgame. Wherein, the ambush extended beyond the universe…SHARED UNIVERSE!

Before describing the movie’s marketing ambush, let me brief about a series of promotional contents shared by Marvel Studios for Avengers: Endgame.

A month before the release of Avengers: End game, a series of character posters featuring the MCU superheroes were shared on social media. Superheroes, who survived the snap of Thanos like Tony Stark, Steve Rogers and Thor in ‘Avengers: Infinity War’, appeared in full color. Whereas, the heroes, who turned to dust such as T’Challa, Peter Quill and Gamora, appeared in black and white. Also, each poster featured the tagline, ‘AVENGE THE FALLEN’. As the Hollywood Reporter puts, the tagline offered a new definition of the Avengers title and a callback to 2012’s first Avengers movie, wherein Tony Stark told Loki, “If we can’t protect the Earth, you can be damn sure we’ll avenge it.

Check out the character posters below…

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The Curse of La Llorona‘s marketing ambush at Avengers: Endgame:

On 25th April 2019, the day before the release of Endgame, the following poster was released in the social media of the movie, The Curse of La Llorona

Also Read: Dindigul Thalappakatti’s marketing ambush at the 2019 IPL!

The poster featured the titular character, La Llorona looking off camera and the tagline, ‘AVENGE THE CHILDREN’, rephrasing ‘AVENGE THE FALLEN’. The tagline appeared in a similar font and carried the spark effect from the original posters.

The rephrased text makes more sense to the movie’s crux as La Llorona persistently tries to drown children. Also, the social media post carried the text, ‘Twice the scares, half the time’ with the hashtag, ‘#LaLlorona’.

When all is said and done, it’s really impressive to notice The Curse of La Llorona, the sixth installment in The Conjuring Universe doing a marketing ambush at Avengers: Endgame of Marvel Cinematic Universe.

Photo Courtesy: Fotor and The Curse of La Llorona

Dindigul Thalappakatti’s marketing ambush at the 2019 IPL!

Dindigul Thalappakatti’s marketing ambush at the 2019 IPL!

Of late, I’d lunch with my family, in one of the outlets of Dindigul Thalappakatti in Chennai. In the restaurant, below every diner’s plate, I noticed paper placemats imprinted with the below advertisement…

Cover Image

On seeing the ad, two aspects made me glue to its content. Firstly, it’s the advertisement’s striking design. Secondly, it’s the predominant yellow jersey sported by the two human batting figures featured in the ad.

After going through the paper placemat, I realized that the promotional material did not feature any of the names, which a cricket fan in Tamil Nadu would easily relate to, such as…

  1. IPL
  2. IPL 2019
  3. Indian Premier League
  4. CSK
  5. Chennai Super Kings
  6. Mahendra Singh Dhoni
  7. Dhoni
  8. MSD

But, via this strategy, the restaurant was able to tap into the emotions of a Cricket fan.

Considering Dindigul Thalappakatti circumventing the use of the above-mentioned names in its promotional materials and at the same time, trying to capitalize the excitement around IPL 2019, the strategy could well be quoted as an ideal example of Ambush Marketing!

Photo Courtesy: Fotor and Dindigul Thalappakatti

What Can ‘The Burger King’ Mascot Teach Marketers?

What Can ‘The Burger King’ Mascot Teach Marketers?

The King Collage

Recently, I read the Adweek article titled, Burger King’s Week of Being Misunderstood Just Ended With Advertising’s Best Reunion in Years. In addition to providing an overview of the Burger King’s commercial, All By Myself, the write-up showcases a glimpse of the history behind the fast food chain’s viral marketing mascot, Subservient Chicken. As history appeared interesting, I jumped on to read more pieces on the character. In the process of reading, I was enticed to know about Burger King’s primary mascot, The King. Apart from being interesting, its evolution and longevity suggested ways in which a brand can incorporate its mascot in the marketing strategy.

Here are my top lessons from the history of The Burger King mascot.

Incorporate mascot in the Fusion Marketing approach:

Like most of the big guys, Burger King has as well cooperated with brands, having the same kind of prospects and standards, in joint marketing efforts. In a handful of such fusions, the quick service restaurant has brought in its most popular mascot, The King.

The mascot appeared in the Burger King’s campaign for the film, Superman Returns in summer 2006.

In July 2007, The King featured in the commercials meant to promote the animated comedy film, The Simpsons Movie. Wherein, the character appeared with the show’s typical traits of four fingers, yellow skin, and an overbite.

Burger King - The Simpsons Movie
The Burger King in a commercial for The Simpsons Movie

Later, the mascot appeared in the tie-in promotion of the film, Star Wars: Episode III – Revenge of the Sith and advertisements for a cross-promotion with the National Football League (NFL) and Direct TV’s NFL Sunday Ticket sports subscription package.

In summer 2018, the US brigades of Burger King and Budweiser entered into a partnership, which yielded a limited-edition burger, American Brewhouse King Sandwich and revived the American beer maker’s iconic campaign, Whassup. To top it all, The King, holding a set of the new burger in his hand, “spoke” in the spot. The advertisement supported the revitalized campaign.

By doing Fusion Marketing, the associated brands are expanding their reach but reducing their cost of marketing because they are sharing it with others. When such an approach incorporates a brand’s most popular mascot in a unique and engaging manner, the resultant campaign gets more appealing and its outreach gets more effective.

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Integrate mascot into different forms of content offerings:

Apart from using the mascot in numerous commercials, the fast food restaurant has leveraged the persona by…

  • Featuring an animated version of The King at the beginning of each episode of Seth MacFarlane’s Cavalcade of Cartoon Comedy, a cartoon series created by Seth MacFarlane and released on YouTube

By integrating the mascot into different forms of content offerings as mentioned above, the brands are leveraging different channels to take their mascots to the audience. In the process of this integration, there is a likeliness for the existing audience to get entertained in a fresh manner, and for a new fan base to get roped in.

Make the mascot spearhead topical moments:

For Good Samaritan Day in 2018, Burger King treated everyone with a good-natured film. In the video, you see a car fire on the side of a highway. Alongside the car is a guy who appears to look up to travelers vrooming past him to lend him a hand. People who pull over to assist the guy are in for a surprise when The King, flame grilling Whopper, welcomes them. What appeared as an engine fire are actually the flames from the grill. The fast-food restaurant presented Burgers and iconic Burger King Crowns to the Samaritans. Watch the video of the one best Burger King marketing campaigns of 2018, by clicking here!

Here, I would like to recall a moment from Tamil Nadu, India. The below bespectacled and laughing character has been the mascot of the 93-year old Vikatan Group…

Vikatan Logo

For decades, the old man has been symbolic of most of the publications and businesses of the group.

On 7th August 2018, when Kalaignar M. Karunanidhi, an Indian writer, and politician who served as Chief Minister of Tamil Nadu, India for almost two decades, passed away, the Vikatan group customized its mascot as below…

Vikatan Sad Logo

Topical moments spearhead by mascots, as mentioned above, offer the audience with occasions that deserve everlasting remembrance.

Customize mascot to appeal to children:

Burger King has customized its mascot to appeal to children in various stages of its history.

In the late 1960s, Burger King introduced a small and animated king character called Kurger Bing in its children’s advertising, voiced by the American voice actor, Allen Swift.

Kurger Bing
Kurger Bing

In all advertisements, the character presented small gifts to children or bought them some Burger King Food. In many of the ads that featured the king, he recited the brand’s slogan, ‘Burger King, where kids are king!

Later, in 1976, the Marvelous Magical Burger King, who ruled Burger King Kingdom (a fantasy world associated with Burger King) and performed magic tricks, replaced Kurger Bing.

The Marvelous Magical Burger King
Marvelous Magical Burger King

The King appeared in the Burger King Kingdom commercials from 1976 to 1989. In favor of the Burger King Kids Club Gang commercials, the quick service restaurant discontinued its Burger King Kingdom ad campaigns in 1989.

An updated version of Kurger Bing later appeared in the Burger King Kids Club Gang advertisements during the mid-2000s.

Another case in point is on how the paint company, Nippon Paint India promoted its KIDZ Paint product by involving kids. In 2018, Nippon Paint India used its mascot, Blobby to promote its child wellness product, KIDZ Paint aimed at children in the 0-12 age group. Furthermore with each KIDZ Paint product came a free Blobby hand puppet.

The above examples perfectly illustrate that mascots could come in handy in marketing, especially when brands have the relevance of tapping the attention of kids.

And, here ends my article that maps the high points in the history of The King with marketing. Hope you enjoyed reading the write-up! Now, let me know the marketing lessons, which you have inferred from brand mascots, in the comments!

2018, A Big Year of Cashierless Shopping!

2018, A Big Year of Cashierless Shopping!

2018 is a big year of Cashierless Shopping!
2018 is a big year of Cashierless Shopping!

In 2018, technological innovations of retailers for cashierless shopping have raised the bar over the expectations of customers on the convenience in the retail checkout process. Following the roll out of the checkout free Amazon Go at Seattle in January this year, the trend of cashierless shopping seems to have picked up steam among a significant number of retailers and start-ups.

In this article, I present a list that provides an overview of the technologies of such retailers and start-ups. Here we go!

Amazon Go:

In January 2018, Amazon opened the first checkout free convenience store, Amazon Go in Seattle. Since then, it has opened two additional stores in Seattle and a couple of stores in Chicago and San Francisco. To ease off the check-out process at the stores, one has to download the Amazon Go app (which is available in both iOS and Android) and have an Amazon prime account.

Before entering the store, the customer has to open the amazon app in the smart phone, swipe it at the turnstile present at the storefront, put the phone into the pocket and start shopping. When the customer takes a product, an entry of the same gets added to the app’s virtual cart. And, when the customer puts the product back to the shelf, the entry of the item gets automatically removed from the virtual cart. Once after leaving the store, the technology adds up the prices of the collected items and charges the customer’s Amazon account. The receipt of the transaction is send straight to the app, which completes the checkout process.

Amazon has used computer vision, deep learning algorithms and sensor fusion, much like one would find in self-driving cars, to implement the above transaction process and calls the same as Just Walk Out Technology.

Click here to watch how the checkout process pans out in Amazon Go!

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In 2017, the Chinese e-commerce Company had announced that it would be opening hundreds of unmanned convenience stores called X-Marts across China by partnering with the leading Chinese Real Estate Developer China Overseas Land & Investment LTD. As of now, the company has opened 20 of such stores. Technological solutions for the stores have been fully rendered by’s in-house logistics innovation lab JDX. The solution is provided by integrating smart technologies such as RFID (Radio-Frequency Identification), facial recognition and image recognition.

The checkout process is facilitated via the ‘JD.ID’ app. Before starting to shop, one has to open the app, go to my account and tap the option, ‘JD.ID X’. As a result, a QR (Quick Response) code will be generated in the app, which has to be swiped at the turnstile. Following which, one’s ID is confirmed through facial recognition. Thereupon, the customer will be good to go for shopping.

RFID tags are attached to each of the products that are present in the store. Post the shopping, the checkout terminal will identify the customers through facial recognition, add up the prices of the picked items and charge their credit card. The transaction details will be sent directly to their smart phones.

Watch the video, ‘Introducing JD.ID X-Mart’, to know how the checkout process works in X-Marts!

Sam’s Club Now:

This year in June, the Walmart’s members-only warehouse retailer Sam’s Club announced that it will be opening a new store in Dallas. In October, it shared the news that the new store will be named Sam’s Club Now and it will serve not just as a retail outlet but also as an epicentre of technological innovation for Sam’s Club. In the new store, Sam’s Club will be testing out technologies like computer vision, augmented reality, machine learning, artificial intelligence and robotics.

To kick off its process of technological innovation, the retailer will be launching an app named Sam’s Club Now based on its existing ‘Scan & Go.’ app. In the app, by combining machine learning with the customer’s earlier purchase data, a shopping list will be auto-filled. This shopping list will then be used with the beacon technology to map the most favourable route for customers through the store. A map will pop up in the app and guide the users within the store.

Also, the app embodies voice search to identify products in the store. And, by using the app’s augmented reality feature, customers can scan the items and bring them to life.

Once the shopping is done, the customers will be getting a code in the app. To complete checkout, the code has to be scanned at the exit.

Click here to check out the video about the technological amenities that are available at Sam’s Club Now!


The convenience store, 7-Eleven will be introducing a service, similar to that of Sam’s Club Now, at 14 of its locations in the Dallas metro area. To avail the service, customers have to download the 7-Eleven app and register for the 7Rewards loyalty program. Also, the customers have to be located within the geofenced area surrounding the pilot stores.

In the products available in the stores, there will be options for the customers to scan using the app. Post the scanning, payment can be done via Apple Pay, Google Pay, a debit or a credit card. Once the payment is done, a QR code will appear in the confirmation screen. The QR code has to be scanned while exiting the store.


Bay Area start-up Zippin has launched an automated checkout store in San Francisco. The store is expected to turn into a full-sized convenience store offering a cashierless shopping experience in the coming months. To shop in this store, customers have to download the Zippin app, open it, scan the QR code displayed in the app at the store’s turnstile, pick up items and leave the store. Customers need not scan at turnstile to exit.

Overhead cameras available in the store track the movement of people. Weight sensors, over which the products are placed in the shelves, track the items picked from and put back to the shelves by the customers. When the customers leave the store, the app sums up the prices of the items picked and charges their online account.

Rather than to rake in profits, Zippin has set up the store as a prototype to showcase their new-found technology to potential clients and is aiming to sell it to other stores.

Also, the bay area neighbours of Zippin such as AiFi, AiPoly, Standard Cognition and Trigo Vision too have jumped on the bandwagon in bringing out similar systems. Out of which, Standard Cognition has announced that it aims to equip 3,000 convenience stores in Japan with its technology, by summer 2020. And, it is planning to start its own demo store in Japan. As of now, its technology is available at its proof-of-concept location at San Francisco, Standard Store.

Trigo Vision:

The retail automation platform Trigo Vision, shared the news that the Israel’s largest supermarket chain Shufersal will be adopting its software platform in its 272 locations.


Apart from the aforementioned instances of cashierless shopping, the American department store chain Macy’s is planning to implement a mobile payment feature in all its stores before the 2018 holiday season. Macy’s is facilitating the payment process via its app.

And, as per a Reuters report, Microsoft appears to be in developing an Amazon-Go-like technology and is in talks with retailers like Walmart to become their strategic ally.


Apart from offering a seamless shopping experience, the implementation of the cashierless checkout feature helps the retailers to better their inventory management. With many retailers climbing on the bandwagon of adopting a cashierless shopping feature, we have to wait to see on whether this trend is going to be the wave of the future or a flash in the pan.

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Tip to improve Vocabulary: Lesson from ‘The Pursuit of Happyness’

Tip to improve Vocabulary: Lesson from ‘The Pursuit of Happyness’

Tip to improve Vocabulary: Lesson from ‘The Pursuit of Happyness’
Tip to improve Vocabulary: Lesson from ‘The Pursuit of Happyness’

By the end of the day on most Fridays, I have this habit of watching a new film, predominantly from Hollywood. The choice of the movie and its genre depends upon my mood, prevailing at that time. I always look for movies possessing seamless narrations. At the same time, I pay special attention to moments, which provide some serious lessons that are essential to life, in the movies. For instance, I would define the 2006 American biographical drama film, ‘The Pursuit of Happyness’ a repository of highly valuable life lessons. Besides the movie rendering illustrations for aspects like determination, killer instinct, upbringing and forbearance, a sequence in the film provides a brief lesson on vocabulary. The sequence features the conversation between the father-son duo, Chris Gardner (the character of a dad, played by Will Smith) and Christopher Jr. (the role of a soon-to-be five-year-old son, enacted by Jaden Smith) during the course of their walk to meet a potential client of the former. Prior to the sequence, Chris Gardner conveys Christopher Jr. that possibly he would take him to the football game after the meetup with the prospect.

The interaction between the two during the walk transpires as follows

Christopher Jr.: Are you bringing it (referring the bone density scanner, which Chris Gardner is carrying) to the game?

Chris Gardner: Yeah, I don’t wanna leave it. And maybe we’re going to the game.

Christopher Jr.: Where are we going now?

Chris Gardner: To see someone about my job.

Christopher Jr.: I don’t understand

Chris Gardner: You don’t understand what?

Christopher Jr.: Are we going to the game?

Chris Gardner: I said possibly we’re going to the game. You know what “possibly” means?

Christopher Jr.: Like probably.

Chris Gardner: No, “probably” means there’s a good chance that we’re going. “Possibly” means we might, we might not. What does “probably” mean?

Christopher Jr.: It means we have a good chance.

Chris Gardner: And what does “possibly” mean?

Christopher Jr.: I know what it means.

Chris Gardner: What does it mean?

Christopher Jr.: It means that we’re not going to the game. 😊

Whenever I come across the usage of the words, “possibly” and “probably”, I just recall the aforementioned conversation and get myself clarified. This brief lesson suggested me a valuable tip on vocabulary. The tip is to note down informative and appealing dialogues like the above mentioned, as and when I notice them.

So, what makes the dialogue appealing? As the convo has been written out in such a way that a father describes about the difference between two words to his soon-to-be five-year-old son, the explanation has been rendered in a simpler form. Also, if something like a thought, idea, or a concept is explained with a relatable example then there is a high probability for individuals, who are able to relate with the instance, to have a lasting remembrance of the concerned topic’s meaning or context.

Hope you found my tip on vocabulary to be useful and practicable. Now, head to the comments and let me know your ways to improve vocabulary. And feel free to share a link to your blog post, which is relevant to this article so that I can check it out as well!



4 Examples of Captivating Fusion Marketing Campaigns (And Why They’re So Great)

4 Examples of Captivating Fusion Marketing Campaigns (And Why They’re So Great)

Main Pic 3

Recently, I have been reading the late American Business Writer Jay Conrad Levinson’s book, Guerrilla Marketing: Easy and Inexpensive Strategies for making big profits from your small business. In a chapter of the book, the author has listed down twenty ways in which guerrilla marketing differs from the old-fashioned brand of marketing. In one of the ways, the writer defines traditional marketing as an approach, which suggests a brand to observe its industrial market completely to decide which of its competitors are to be utterly defeated by it.

Conversely, he proclaims guerrilla marketing as an outlook, which advocates a brand to discover businesses that possess the same kind of potential customers/clients and standards as it does, so that the brand can collaborate with the selected businesses in their marketing endeavours.

By opting the latter, Jay Conrad Levinson asserts that a brand is expanding its marketing reach, but reducing its marketing cost as it is sharing the expenses with the fellow business. And, he puts forth the term Fusion Marketing, which guerrillas use for this viewpoint.

There are tons of great examples for Fusion Marketing out there. To show you what makes them so captivating, I have curated a list of 4 examples of interesting Fusion Marketing instances. Here we go!

1. Burger King and Budweiser

Targeting the 2018 summer, the American brands, Burger King (BK) and Budweiser partnered and launched a limited edition burger named American Brewhouse King Sandwich and a special crown referred as Freedom Crown, for fans of both brands, to celebrate the Independence Day of United States of America. The crown, which holds both an American Brewhouse King Sandwich and a Budweiser beer, was available for people aged 21 or older, for a limited time. In the process, the collaboration revived the American beer maker’s iconic campaign, Whassup. In which, the original Budweiser Whassup commercial was remade by seasoning it with a special cameo from The King himself. To top it all, the BK’s mascot, holding a set of the new burger in his hand, “spoke” for the first time, in the spot. The ad was meant for supporting the revitalized campaign, driven by the agencies MullenLowe and David.

Whassup 2018 is one among the campaigns of BK that epitomizes the fast food restaurant’s Global CMO, Fernando Machado’s regular catchphrase, Burger King team is fighting the good fight for creativity!

Watch the ad below!

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2. Uber and Mission Impossible 6: Fallout

When Tom Cruise is committed in doing all his high-risk stunts in the sixth Mission Impossible instalment, Fallout then how are the trained stunt men, hired by Paramount Pictures, occupying themselves?

You get to hear a light-hearted answer encapsulated in a video created by Uber, to promote its sponsorship of the red carpet premiere of Mission Impossible – Fallout that took place on July 12th 2018 in Paris.

In the documentary-style interview video, a fictional stunt man named Adrian Cooper talks about the ways in which he uses his plentiful downtime on the shooting spots.

One best way, in which he spends time, is to drive for Uber. Apart from enthusiastically letting his customers know about Tom’s daredevil stunts in Fallout, he conveys them on him being eager to watch the live streaming of the movie’s world premiere in Uber’s YouTube channel. The video ends with him saying, “I can’t wait to see all the stunts I didn’t do”!

Watch the hilarious video by clicking the link in the below tweet!

3. The Lego Movie and Turkish Airlines

Ahead of the upcoming release of The Lego Movie 2, Turkish Airlines partnered with The Lego Movie franchise and created an in-flight safety video, comprising the stars of The Lego Movie, driven predominantly by characters like Emmett and Wyldstyle. In the infotainment video, the cast takes passengers through the safety procedures, which are usually explained by the crew members before the flight takes off. It’s a fun way to kick-start the flight journey with a video, which brings together two brands that are well-known across the globe.

As per The Drum, 16 production specialists have toiled for 950 days to turn 2,938,840 Lego bricks into this edutainment video.

Also, the video kicks off a drive, which will encompass a global TV campaign, themed wrapped airlines, in-flight and in-airport activations and a second safety video.

Click the link in the below tweet to enjoy the Turkish Airlines Safety Video with The LEGO Movie Characters!

4. Aquaman and Ocean Conservancy

Going by Jason Momoa’s comments to, the threat posed by pollution in the oceans seem to factor into the Aquaman’s portrayal of the conflict between the surface and Atlantis. This major plot point of Aquaman makes sense of its pairing with the non-profit environmental advocacy group Ocean Conservancy for the organization’s 33rd annual International Coastal Cleanup event, conducted on September 15th 2018.

As a lead-up to the event, people were encouraged through the Aquaman’s social media to be an Ocean Hero by joining it, downloading the organization’s app, Clean Swell and subsequently, participating in a Cleanup event near them. Post cleanup, volunteers were asked to submit data related to the marine debris collected by them in the app. Volunteers using Cleanup data cards were provided with an option to enter the details into Ocean Conservancy’s database. Eventually, the data will be formulated to Ocean Trash Index, which will then be an information source for everyone on the impact of the ocean trashes.

Please find below the peek into the International Coastal Cleaup, which happened on September 15th 2018.


In the aforementioned fusion marketing campaigns, it is evident that the brands have adopted the guerrilla marketing outlook by discovering businesses that possess the same kind of potential customers/clients and standards as they do and collaborated with the selected businesses in their marketing endeavours. These approaches would have helped the brands to get more bang for their bucks, with less work.

Experiential Marketing Campaigns: Warner Bros. Pictures’s ‘The Nun’ vs 24AM STUDIOS’s ‘Seema Raja’

Experiential Marketing Campaigns: Warner Bros. Pictures’s ‘The Nun’ vs 24AM STUDIOS’s ‘Seema Raja’

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Experiential Marketing Campaigns: Warner Bros. Pictures’s ‘The Nun’ vs 24AM STUDIOS’s ‘Seema Raja

Previously, in my article titled, ‘Experiential Marketing Campaigns: Warner Bros. Pictures’s ‘IT’ vs 24AM STUDIOS’s ‘Velaikkaran’, I presented you the similarities between the marketing tactics of ‘Warner Bros. Pictures’ and ‘24AM STUDIOS’ for the 2017 American supernatural horror film, ‘IT’ and Tamil social thriller movie, ‘Velaikkaran’ respectively. As a follow-up, in this write-up, I share my thoughts about the Experiential Marketing Campaigns of ‘Warner Bros. Pictures’ and ‘24AM STUDIOS’ for their recent offerings, ‘The Nun’, an American gothic horror film and ‘Seema Raja’, a Tamil action comedy drama film, respectively.

Warner Bros. Pictures’s photo booth at ‘FANEXPO Canada 2018’ for ‘The Nun’:

Fan Expo Canada is a fan convention being held year after year in Toronto, Ontario. As part of the event for 2018 (August 30th 2018 – September 2nd 2018), ‘Warner Bros. Pictures Canada’ had put up The Nun-branded photo booth for the purpose of activation for the movie. Wherein, the fans stepped inside a mobile mirror room and clicked a selfie with the lookalike of the scary Valak. Taking a snap with the entity’s double in a room with an eerie backdrop created an illusion of posing with 100 of such creepy Valaks. When exiting the booth, people were provided with a complimentary photo, sharable in social media. Also, it was advertised that fans will get a chance to win prizes including passes for the advance screening of ‘The Nun’. The customized photos had the movie’s name and theatrical release date i.e. September 7.

Atop the booth was the call-to-action, ‘SHARE YOUR #LASTPRAYER’, which was prominent enough to encourage people to share their photos using the hashtag, ‘#LastPrayer’ in social networking sites. The phrase, ‘WITNESS THE DARKEST CHAPTER IN THE CONJURING UNIVERSE’ was imprinted over the exteriors of the booth along with the movie’s name, theatrical release date and the technologies in which the flick is going to be available in theatres like IMAX and Dolby Cinema.

To prepare audience for the feel, which the movie is going to deliver them, replicas of tombstones rigged with bells (Reminiscent of a nightmarish graveyard sequence from ‘The Nun’) were erected over a couple of false burials at the booth’s entryway. And, a couple of effigies of a faceless nun (Reminiscent of the character appearing in the movie) were placed at the top of the booth.

An announcement, about The Nun-branded photo booth, was put out by ‘Warner Bros. Pictures Canada’ and ‘FANEXPO Canada’ in social media.

Check the replies to the below tweet to have a look at the customised versions of the photos, captured at the activation!

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24AM STUDIOS’s karaoke booth at popular multiplexes for ‘Seema Raja’:

Karaoke Booth in Luxe
Couple of karaoke booths (One for adults and the mini version for kids) placed at ‘Jazz Cinemas Luxe‘ at ‘Phoenix Market City‘ in Chennai

24AM STUDIOS’, apart from deploying traditional marketing tactics, has been a production house, which has been interacting with the movie going audience using innovative ways for their films.

For their debut venture ‘Remo, the studios had employed Cupid Standees’ campaign, which served as a perfect example of how content can be personalized in such a way that it resonates with the target audience.

For ‘Velaikkaran’ (24AM STUDIOS’s second film), the makers had made the slum set, featured in the movie, open for a public visit.

People do not pay attention to advertising; they pay attention only to things that interest them.

I came across the above phrase in the book, ‘Guerrilla Marketing: Easy and Inexpensive Strategies for making big profits from your small business’ written by the late American Business Writer Jay Conrad Levinson. The recent promotional strategy of ‘24AM STUDIOS’, for their third production venture, ‘Seema Raja’, Seema Raja-branded karaoke booth appears as a perfect illustration of the above quote.

Of late, a lot of people seem to actively express themselves in platforms like ‘’ and ‘Dubsmash’. So, there seems to be no better time than the present to roll-out the offline customer engagement marketing tool, karaoke booth. Karaoke booth is where people can privately render their vocals for pre-recorded music and eventually combine both.

The booth unveiled for Seema Raja, emphasizes the movie by offering the pre-recorded musical tracks of five songs from the film as of now. Also, it contains the lyric videos and the trailer of the movie. People can also try out Dubsmash with the teaser of Seema Raja.

The best from among the performers in the karaoke booth will be picked and provided with an opportunity to meet D.Imman (Music Director of Seema Raja). It has also been advertised that the performances of the people will be uploaded in YouTube. In order to encourage an online conversation around the campaign, hashtags such as ‘SingAlongWithSeemaRaja’ and ‘#SeemaRajaKaraokeBooth’ have been created.

This participatory tool powered by ‘CanLah! Studio’, has been placed in popular multiplexes like ‘Palazzo’ at ‘The Forum Vijaya Mall’ and ‘Jazz Cinemas Luxe’ at ‘Phoenix Market city’ in Chennai, ‘Cinipriya Complex’ in Madurai and ‘FunCinema’ at ‘Fun Republic Mall’ in Coimbatore. This approach should have helped the movie to gain more exposure among the theatre-going audience.

A Special Midnight Screening for ‘The Nun’:

To make fans feel utterly terrified, ‘Warner Bros. UK’ offered them an opportunity to watch ‘The Nun’ at midnight on September 6th 2018, inside Brompton Cemetery (a London cemetery in the Royal Borough of Kensington and Chelsea). To get a pair of tickets, the fans had to visit and enter the code, BCM37X.

Click here and watch fans appearing panic-stricken by faceless nuns, jumping out at them at the cemetery, before the screening!

A Special Touring Talkies Screening for ‘Seema Raja’:

Touring Talkies’, an almost defunct concept, is the practice of screening films under a tent, usually covered with a thatched roof or a ceiling using asbestos sheets. ‘24AM STUDIOS’ tried reviving this thing of the past by arranging ‘Seema Raja’ shows at three locations of Tamil Nadu namely ‘S.E.V Matriculation School’ (Natham Road, Madurai), ‘St. John’s Vestry Anglo Indian School’ (Trichy) and ‘Cluster Media Academy’ (Peelamedu, Coimbatore) at 7:00 PM on September 16th 2017. The hashtag, ‘#SeemaRajaTouringTalkies’ was created to nurture an online dialogue around the campaign.

Apart from karaoke booths and touring talkies shows, ‘24AM STUDIOS’ came up with Seema Raja-branded mini trucks, carrying bioscopes equipped with head phones, which traveled across Tamil Nadu and Pondicherry. Wherein, people were able to watch the videos of Seema Raja. Customized hashtags, ‘#SeemaRajaBioscope’ and ‘#SeemaRajaBioscopeVandi’ were launched to integrate this street marketing drive with the online space.

Leveraging the marketing tool,360° video’ to encourage the audience to go through an immersive experience:

To promote ‘The Nun’, ‘Warner Bros. Pictures UK’ had released a 360° video titled, ‘The Nun – 360 Experience – Official Warner Bros. UK’ in its YouTube channel. In the video, the fans get a chance to virtually traverse through the cloistered abbey, featured in the movie.

Click here to watch the 360° video!


In addition to being interesting, the aforementioned experiential marketing campaigns of ‘Warner Bros. Pictures’ and ‘24AM STUDIOS’, for ‘The Nun’ and ‘Seema Raja’, offer some important takeaways such as the right place (or) platform where a campaign has to be deployed and the ideal partnership to be involved in, to plan and implement a striking marketing strategy. To top it all, the campaigns had boosted a significant pre-release buzz for the respective movies and have become memorable!

And, here ends my blog post about the Experiential Marketing Campaigns of ‘Warner Bros. Pictures’ and ‘24AM STUDIOS’ for ‘The Nun’ and ‘Seema Raja’ respectively. Now, let me know your opinion on my article in the comments section!

These are the 10 Best Burger King Marketing Campaigns of 2018

These are the 10 Best Burger King Marketing Campaigns of 2018

To our June baby! (1)
These are the 10 Best Burger King Marketing Campaigns of 2018 (So far)

The marketing campaigns of Burger King have always been a delight. Hence, it is business as usual so far in the year 2018 for the fast food restaurant’s marketing and communications wing. Plentiful campaigns, which are buzzworthy, are being rendered from its various locations across the globe.

The social media presence of the Burger King’s Global Chief Marketing Officer, Fer Machado, and the mentions, pertaining to the campaigns, in popular online media like Adweek and The Drum prompted me to list down BK’s 10 best marketing campaigns of 2018 so far. So, in this article, I present my list in no particular order.

1. A wrap to transmogrify a bus into a fire truck:

Agency: &Partner

&Partner, an advertising agency from Copenhagen, wrapped the right side of a bus to transmogrify the transit vehicle into a Burger King-branded fire truck. The meaty idea, inspired by the iconic fire trucks in New York, is the agency’s entry in an outdoor advertising competition in Denmark. In the contest, each participating agency was asked to select its client and come up with an idea to advertise the chosen brand with a bus. The concept bolstered the focus of the fast-food chain on flame grilling.

2. Free WhoppHER for every Saudi woman behind the wheel:

Agency: Grabarz & Partners

To celebrate women driving in Saudi Arabia, post the lifting of the decade-old controversial ban on the same, Burger King offered free Whopper sandwich to every woman passing through its drive-thru restaurants in the country. The quick service restaurant chain set the ball rolling for the campaign from June 24th through July 24th.

Click here to watch the campaign video!

3. A parabolic solar cooker to sear a burger:

Agency: Memac Ogilvy

Burger King’s Kuwait operation and Memac Ogilvy together devised and executed an idea to cook up Whopper using the heat produced by parabolic solar cookers, which mobilize direct sun rays to generate the heat. In Kuwait, when the temperature reaches 122 Fahrenheit, BK prepares this Sun-Flamed Grilled Whopper. This offering is available only at select locations in Kuwait (provided when the temperature favors).

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4. A Good Samaritan Day video presenting a good-natured stunt:

Agency: David the Agency

For this year’s Good Samaritan Day, Burger King treated everyone with a good-natured film. In the video, you see a car fire on the side of a highway. Alongside the car is a guy who appears to look up to travelers vrooming past him to lend him a hand. People who pull over to assist the guy are in for a surprise when Burger King’s advertising mascot, flame grilling Whopper, welcomes them. What appeared as an engine fire are actually the flames from the grill. The Samaritans are then offered Burgers and iconic Burger King Crowns.

Also Read: What Can ‘The Burger King’ Mascot Teach Marketers?

5. Whopper Neutrality stunt to explain the potential effects of Net Neutrality:

Agency: David

Burger King got behind the topic, Net Neutrality to explain it to not just a handful of its store customers but in fact to possibly every internet user with one of its brilliant in-store stunts. At one of BK’s outlet, if customers were to get served their Whoppers quick then they had to pay the QSR more than the actual price of the food offering. What if they don’t? The answer is simple. Even if the Whopper is ready, the customers had to wait pointlessly for a certain amount of time to collect it.

The expansion which the Burger King had displayed for MBPS over the pricing board (i.e., from “megabits per second” to “making burgers per second”), to be showcased to the customers, was also innovative. Hidden cameras placed in the store captured the goings-on inside the store and varied emotions of the customers in focus and rendered an edutainment.

6. An ‘explainer’ video on ‘Pink Tax’:

Agency: DAVID the Agency (Miami)

This is yet another instance of the fast food chain getting behind a topic concerning the public. The topic in this campaign is ‘Pink Tax’, a price, which refers to the products made for women like razors, shampoo, and conditioner, that is significantly higher than the cost of the male equivalents of those products. In a film released by Burger King, one can see female customers charged $3.09 for “Chick Fries”. Whereas, “Chicken Fries” being charged at $1.69. Wherein, the only difference between the two food items is the box in which they are served i.e. “Chicken Fries” in a yellow box and “Chick Fires” in a pink box. Like Whopper Neutrality, the goal of this campaign as well is to render infotainment around the focal topic and to convey the stand of Burger King on the same.

Watch the ‘Chick Tax’ spot by clicking here!

7. Gift Whoppers or Oreo shake to ease co-workers stuck at the office in summer:

Agency: Buzzman

Burger King Belgium and the agency Buzzman collaborated and yielded the summer special digital campaign, ‘Whopper Out of Office’ that kick-started on July 3rd. In which, the fans, enjoying their summer vacation in a remote destination, were given an innovative option to taunt and then pacify their fellow coworkers stuck at the office by treating them with eatables. All they have to do is provide their destination, duration of their journey and a description in the website set up for the campaign. So, when a person contacts them, he/she will receive an automatically generated email along with a gift voucher for a Whopper or an Oreo shake and their individually tailored message for him/her.

Click here and have a look at the campaign video!

8. Summer pairing of Burger King and Budweiser – A paragon of Collaboration Marketing:

Agency: David and MullenLowe

The pairing of the US brigades of Burger King and Budweiser is what I call as a perfect example of Collaboration Marketing. Targeting the summer season, the partnership, in addition to yielding the limited-edition burger ‘American Brewhouse King Sandwich’, revived the American beer maker’s iconic campaign, ‘Whassup’. To top it all, the BK’s mascot, holding a set of the new burger in his hand, “spoke” in the spot. The ad was meant for supporting the revitalized campaign.

Also Read: 4 Examples of Captivating Fusion Marketing Campaigns (And Why They’re So Great)

9. King Popcorn campaign to hack Whopper into the movies:

Agency: McCann Lima

As soon as the prohibition in the Peruvian Law on taking outside food to the theatres was ceased, movie halls started letting consumers enter their premises with foods ‘similar’ to those sold in the cinema’s concession stands. Burger King Peru and McCann Lima sensed a marketing opportunity, seized the situation and ended up with the King Popcorn campaign. Wherein, the fast feeder, located in food courts close to the movie theatres, packed a popcorn tub with a Whopper at the bottom, a French Fries pack above it and a tray containing a handful of popcorns at the top. The outward appearance of this food item named King Popcorn resembled the snack sold in the theatres. Thereby, it facilitated the hacking of the Whopper and French fries inside the movie. This innovative move by Burger King increased its sales by 40% in the activation period and put the brand in the consumer spotlight.

10. Incendiary print and outdoor ads for a recruitment campaign in Germany:

Agency: Grabarz & Partner Werbeagentur GmbH

For the Burger King Recruitment campaign in Germany, the fast food chain in the country and Grabarz & Partner came up with a series of incendiary, eye-catching print and outdoor ads. The ads depicting real-life events had the text, ‘LOVE FIRE? CONTACT US’ accompanied by the web address, ‘’, catchphrase, ‘FLAME GRILLING SINCE 1954’ and the Burger King logo.


Even though I consider the aforementioned campaigns as best of Burger King in 2018 so far, I can’t resist myself in admiring the other efforts of the restaurant like Burger King China’s celebration of International Women’s Day 2018 and Burger King Romania’s “Whopper No Show” campaign. Also, it sounds appealing when coming across tweets from BK’s Global CMO that gives a glimpse of the interiors of the fast feeder’s outlets of different countries. Overall, I find the collective marketing and communications efforts of the QSR chain to be lively!

Having documented a list of best Burger King marketing campaigns of 2018 so far, I now eagerly look forward to what the chain has in store for the remaining months of this year.