Tanishq has launched a promo for it’s commitment ring, Tanishq One which involves the full kaboodle of new media stuff: blog, Twitter feed, Flickr photostream, downloadable widget, Facebook page and YouTube channel. At the heart of the activity is the Love Express contest where you are asked to tell what you love about the one you are with.
While the attempt to straddle all new media is commendable, you get the feeling that the fire power to make an impact across all the channels is perhaps missing. The twitter feed is a link to the blog posts which in turn, are consumer entries. And did they have to name the lone file on their YouTube channel, ‘final viral video’? Globally, the best of brand videos that went viral happen to be either outstanding or bizarre ads (Johnny Walker, Evian), videos that build in a brand property tangentially (Never Hide, Samsung LED) but did not shout out ‘I am Viral! Please pass it around!’. Also, the good ones center their online activity around one gigantic idea. Take for example, this promo from Wired Magazine for Nokia N97 – done with a lot of finesse and centred around the Spy Game idea. Nevertheless, heartening to know that Indian brands are taking to media beyond television.