Before the evolution of mankind, news was always spread through word of mouth. But eventually, as times changed, so did the communication channels. From wood block printing to digital print, print media has come a long way.
The primary motive of print media was to spread news and information to the general public in the fastest way possible. Earlier, man would anxiously wait for the newspaper every morning to start off his day. That single booklet was his source to the news and information from all over the world. However, in recent times, with the growing usage of Google and Digital news apps, the consumption of news has become more instantaneous and on the go. While this may be good in terms of faster reach and convenience, it also limits the amount of exposure every person subjects him/herself to. Attractive headlines or topics from interest areas are the only news that is ever read by a person. An individual interested in sports may not be interested in finance, and vice versa. In such a scenario, how can one increase their intake of knowledge?
Another factor that contributes to the dying age of print media is the increase in the advertisements or sponsored articles. Print in all its forms, may it be newspapers, brochures or hoardings, is flooded with promotions. While some may argue that ads are information too, it does not focus on news as a form of information. Less content and more ads is the latest trend.
To combat these problems, there is a well known term in Marketing known as Newsjacking. A term coined by David Meerman Scott, Newsjacking is a topic that has been covered by everyone in the marketing and advertising industry. As the name suggests, Newsjacking is all about hijacking the most trending and relevant news, while promoting your brand in the midst. Writing this article on the trending event of “International Print Day 2018” is a form of Newsjacking. It is a medium of spreading awareness on recent news, giving a view point on the same and promoting your brand, all at the same time. These types of ads are beneficial both to the consumer and the brand. Consumers tend to read more and become more aware of recent trends and news. Their intake of knowledge that was earlier limited now increases. On the other hand, brands build their personal awareness and increase recall.
Whether Newsjacking is done on physical or digital print, it will always gather eyeballs, if done right. An attractive hoarding at the side of the road or a trending article on social media is always hard to miss. When a news or topic is trending, any content created pertaining to that story is automatically featured at the top of the search list. Like any product, even news has a shelf life. A news lifecycle comprises of “A breaking news”, “Public excitement”, “Peak” and “Old News”. It is extremely crucial that brands pick the right time to Newsjack. It is all about finding the right moment to talk about a topic, while the story is building and before it is flooded on all mediums.
In India, the first name that comes to mind while speaking about Newsjacking is popular brand, Amul. Amul has followed and mastered the art of Newsjacking long before the term was coined. It has not only carved its way into trending topics but has managed to stay relevant and consistent even after all these years. No matter what the news, the Amul girl in her polka dot dress and bow has always been constant. This brand has not only managed to promote recent news, but also their own brand offering of being the “Taste of India”. Newsjacking is an intelligent, time conscious and topic sensitive tool, and Amul has used it masterfully and to the fullest. May it be the election of Sundar Pichai as the CEO of Google or promoting net neutrality while criticising the TRAI, Amul has found a way to create content.
From waiting every morning for the newspaper, consumers now watch out for trends. The increasing number of bloggers and vloggers in recent times are proof to the concept that relevant content is the key to ensuring that print media never dies. The opportunities through newsjacking and media are endless. One just needs to keep an eye out!
References: Sparrer, C. (2017, September 12). The Value Of 'Newsjacking' For Enhancing Brand Awareness And Thought Leadership. Retrieved from Forbes: https://www.forbes.com/sites/forbescommunicationscouncil/2017/09/12/the-value-of-newsjacking-for-enhancing-brand-awareness-and-thought-leadership/#1c7f7b21f804 Sukhraj, R. (2016, August 11). The Art of Newsjacking (And Its SEO Benefits). Retrieved from Impact: https://www.impactbnd.com/blog/the-art-of-newsjacking-and-the-seo-benefits
Partner
With 15+ years of spatial design experience, Sveta leads the team that helps extend brands to three-dimensional spaces. She has the ability to visualise intangible attributes such as brand positioning and translate them to materials, finishes and furniture in every space. Her belief is simple – ‘every detail in retail design has to reflect the brand.’ Over the years she has worked with some of the biggest brands in the hospitality and retail industry. At ABND, she is pivotal in projects that require branded interior design, retail design, way-finding and signage systems. Sveta is as defined and disciplined in dance as she is in her work!
March 1, 2018
The pioneer of liberal education in India, Pune based FLAME University is creating waves in liberating young minds. Over the years, the institution has built a reputation for itself that is significant enough to reckon with. Built on the methodology of psychologist Howard Gardner’s ‘multiple intelligence,’ there is a renewed focus on interdisciplinary learning. A vast array of options lies for students as there are over 250 unique major-minor combinations to choose from here. While you can major in subjects like Economics, Psychology, International Studies, Environmental Studies and Journalism, you can also graduate in Dance, Music, Theatre and Design. At FLAME, you could also do a BSc in Applied Mathematics and BBA degrees in Finance, Marketing, Communications Management, HRM, Operations and Entrepreneurship.
At a time when private players are still not trusted in the field of higher education, FLAME University is still a clear preference for young minds, owing to its unique approach. The string of collaborations it has made makes it an institution of excellence which stands out. Renowned foreign universities including Nuffield College, York University of Canada, and Wellesley College, Babson Collaborative and other institutes of repute have tied up with FLAME University.
At ABND, FLAME University was given a rejuvenated identity. Several competing institutions offered Liberal Education as part of the curriculum as well. In an attempt to set themselves apart from the clutter, FLAME University needed to rebrand themselves by giving Liberal Education a new way of expression we proposed for them – ‘Diversity of the Mind.’ To know more on how this reputed institute was envisioned anew and given a dynamic visual identity. To know more Click Here
Founder-Partner
Kunal says, “I’ve no specific talent, I’m merely inquisitive.” While his past experiences include product design, retail branding, packaging and design for manufacturing his true passion lies in branding and strategy. He’s the go-to person whenever the crafting needs finesse or the creation needs a fresh perspective. A certain sixth sense guides him in business and branding, honing the skill through experience. Kunal is also a guest lecturer and visiting faculty at a college in Mumbai, teaching branding to young bright minds.
February 27, 2018
Coming into view, the emerging logistics company, Grab, have recently received heavy government investment backing from Small Industries Development Bank of India’s wholly owned subsidiary, SIDBI Venture Capital Limited. Pratish Sanghvi, the co-founder of Grab, said that this funding of $1.5million is detrimental to their growth as the company is currently working on a crowdsourcing distribution model. SIDBI has joined a list of their big investors including Aramex, Zomato, Sixth Sense Ventures and Oliphans Capital. In spite of the hyperlocal delivery space being overcrowded, Grab was a prominent player for SIDBI to consider because of its sector-agnostic approach and its high chances of being EBITDA positive.
Providing hyperlocal and intracity logistics services to businesses including restaurants, food tech platforms, pharmacies and banks, Grab was once only doing food deliveries, being known as Grab-A- Grub. ABND had worked on the brand’s identity when they wanted to expand from being a food delivery startup to an all-encompassing hyperlocal logistics company. Changing from Grab-A- Grub to Grab, their rebranding made for a more sharper and agile brand. To know more Click Here
February 22, 2018
Thursdays at ABND just got chocolaty! Each of us brought our favourite chocolate to office. There was a huge goblet brimming over with chocolates of all kinds, apart from our favourite ones too. In a game of passing the parcel, the rubik’s cube filling in for the parcel in the last moment, the chocolates were exchanged amongst the chocoholics! What you got to pick in the lottery became your chocolate.The twist in the story came with the fact that the last person to pick her own chocolate in the lottery, got a chance to win the entire Goblet of Chocolates! Poornima won the Goblet. Following that we quirked it up by trading some of our chocolates with the Goblet Queen. It was a fun trade off. There were some toothaches after, but it was a happy sugar rush.
February 19, 2018
After back to back workshops and presentations through the weeks, the team felt like taking a break under the sun. Around the coffee table, there were some games and some lively chatter. While we had started the day all pumped up with a presentation for brand identity that went down well with the client, we ended the day on a light note at a coffee shop. From acting out the weirdest of movie names like ‘Matru ki Bijli ka Mandola’ and ‘Chameli ki shaadi’, we had great fun breaking down apparently simple ones too, when playing dumb charade. All of us had a crazy good time guessing interesting symbols and rhyming words when dissecting and decoding the films. We, at ABND, love our breaks as much as we enjoy the action!
Associate-Strategy
An experimenter at heart, Nikita’s experiences in interior design, sculpture design, advertising and branding has made her flexible to new ideas and new spaces. Nikita is a certified scuba diver. She has her own website, showcasing beautiful illustrations and paintings. Her art speaks of her love for animals and her admiration for the creatures of the sea. She loves to travel around the world and brainstorm on challenges.
Associate-Strategy
Stringing up the world with words, Sumanjari is driven by creativity, but with a purpose. Munching at her table always, she can (over)think but not on an empty stomach. She loves her coffee bittersweet and her strategies well researched. Academically inclined, she has written research papers on a wide range of topics from religion and music to branding to euthanasia. Sumanjari values spending time with her students, lecturing at a college by the weekends apart from her engagement at ABND.
Head-Creative
With a strong influence in the Applied Arts, our happy-go-lucky green haired creative lead has been a constant in team ABND right from its founding years. She is always humming a tune or two and livening up the pulse of the workspace. Ekta’s optimism and openness to new ideas fuels her creative best. Quirking it up in her attire, food and art, Ekta’s innovative at heart. She has a childish impulse of surprising others. Her love for bikes and nature deserves a special mention!
Founder-Partner
Priyanka Sachdev Shahra is a design thinker and serial entrepreneur. Her passions lie in bringing meaningful projects to life. Priyanka’s experience with entrepreneurship begun in 2010, when she cofounded ABND with Kunal Vora. Always having strongly felt for what’s environmentally and socially sustainable, she set up One With Earth in 2014 as a vehicle to support such projects. She has also been involved in an interesting venture which is a first of its kind in Singapore, an online swapping platform called Swapaholic. Priyanka manages the Singapore office of ABND.
Associate-Creative
A woman of less words and more action, this designer on the dot likes to keep it short and sweet. Having mastered in design in college, Poornima is driven by discipline and style. Zumba is a favourite pastime and she is also passionate for the cause of saving stray animals. Simplicity is what defines her spirit, whether she is designing or talking.
Associate-Creative
Debugging and resolving errors, Hitesh is the techie in the house responsible for digital and web strategies. A smooth operator, he is persistent in problem-solving. He is very passionate about solving the Rubik’s cube and we can see him at it often. We can tell that at school he must have been immersed in his science projects, which led him further to study information technology. In sports too it’s always the technique which fascinates him. The music in his ears is always loud enough for the entire office to hear!
Associate-Creative
With several years of experience in Interior Design, Deepu is the go to guy for detailing each space to the T. He lives Mies Van Der Rohe’s quote “god is in the detail”. His experience helps the team visualize design concepts from a detailed point of view, mapping it on to real spaces. A quiet and simple soul, we can always see Deepu working at his desk with complete concentration. A workaholic at heart, he is also a cricket buff and a harmonium player. He likes sticking to a rule book but won’t mind swinging to a catchy rhythm when he’s off work.
Administrator
Organized and to the point, our administrator likes keeping the house in order. Florie also has varied talents in cooking, sewing and embroidering. Diligence drives us as a team and so does it drive the person who holds the pack together. Florie is fond of country music and likes reading murder mysteries.