Beware the quantum computers
Today’s encryption technology will be putty in the hands of those running the post-quantum world. How equipped ...
What is more popular than an IPL match featuring the world's most destructive Twenty20 batsman? Social media, being used by corporates to drive consumer behaviour, and showcase themselves as all-rounders in the game of life.
Rajasthan Royals recently teamed up with Operation Smile India, which provides free surgery to repair cleft lips, cleft palates and other facial deformities in children.
The company decided to use the power of social media to drive social change. Through a campaign developed by Ogilvy India, consumers are exhorted to express support for the cause by tweeting :{to:) #CleftoSmile. The goal is to reach one million tweets by April 30.
“The idea is to raise enough of a noise to make cleft treatment a part of the government's agenda. If this translates into volunteers and funding, it would be the icing on the cake,” said an official.
Though the company is in talks to bring corporates on board to help with funds, and is engaging with telecom majors to monetise the tweets, its first priority is the mass awareness of cleft deformity and available medical solutions.
Besides Twitter and Facebook, YouTube and other platforms are in use. Ranjit Barthakur, Chairman, Operation Smile India said, “One in 700 children in India is born with a cleft deformity every day. One million remain untreated due to lack of resources.''
As for the Rajasthan Royals partnership, CEO Raghu Iyer said, “A new comprehensive Cleft Care Centre in Jaipur would be launched in partnership with the Santokba Durlabhji Memorial Hospital and the Rajasthan Royals by April end, for surgery and post operative care.”
Corporates are adding cricketers to the social media mix. Virender Sehwag wearing corrective prescription glasses attracted immense attention late February in Bangalore, during the Australia tour of India. Within 24 hours of the viral, Titan Eye Plus ideated, conceptualised and created a campaign called ‘SpecXYViru’.
The Twitter campaign started before Sehwag came to bat and though he got out within 30 minutes, the topic continued to trend. Godrej Consumer Products used social media for its Cinthol brand.
A hashtag (#InViratsHead) invited Indian cricket fans to answer what was going on in Virat’s head. Within three hours and without any media spends, the hashtag was trending worldwide. In just one day, the campaign generated 7,000 tweets and had 400+ followers in a five-hour time frame. The current reach: over 730,000. The campaign has reinstated the power of social media.
Today’s encryption technology will be putty in the hands of those running the post-quantum world. How equipped ...
Rocketship’s Anand Rajaraman on getting pitches from places like Rameswaram and Patna
Bengaluru-based Archeron group plans to open five banks that are run entirely by AI and quantum technologies
Ably skippered by N Srinivasan, India Cements is upping its post-Covid-19 game by expanding capacity
Three-in-one: Passive debt funds come at a low cost and have high-quality portfolios. Some offer return ...
Trend in the rupee movement and Q4 earnings can give direction to the market
There is room for improvement in fund transfer options
Silver looks positive but lacks the higher volumes required to substantiate bullishness
Murder is a theme that is unlikely to darken and yellow with time, the writer Truman Capote had once said.
Expect the unexpected when musicians of different traditions come together for a duet
On Ugadi, the Telugu New Year Day, a chronicler recalls slices of an isolated year gone by and realises that ...
In her novel based on the life of Rani Jindan Kaur, author Chitra Banerjee Divakaruni crafts a hero for the ...
Marketers are padded up, sponsorship deals have been struck, and campaigns are rolling out. Now let the games ...
And what marketers can possibly do to bring it back in our lives
The agency has changed form over the years but its lustre has not dimmed
Media Factory has purchased the majority stake held by Sam and Lara Balsara of Madison World in Madison Media ...
Three years after its inception, compliance with GST procedures remains a headache for exporters, job workers ...
Corporate social responsibility (CSR) initiatives of companies are altering the prospects for wooden toys of ...
Aequs Aerospace to create space for large-scale manufacture of toys at Koppal
And it has every reason to smile. Covid-19 has triggered a consumer shift towards branded products as ...
Please Email the Editor