Exide Life Insurance#NoMoreShortCuts

Online Reputation Management in the Digital/ Social space

What is ORM?

Online Reputation Management

Online Reputation Management (ORM) is the practice of crafting and executing strategies that shape or

influence the public perception of an organization, individual or other entity on the Internet. It helps drive

public opinion about a business and its products and services.

What was the crisis?

Two brands, Two unrelated industries launch their campaigns on the same day with overlapping

communication. The coincidence was shocking.

Since the overlap was high, there was every possibility of speculation and therefore the damage to the brands

reputation.

Lets look at the real case!

Click Click Click

The Biggest CoincidenceAs a team, we decided to proceed forward with the campaign. After-all, we had developed this campaign with pride and the genuine intention to tell our stake holders that Jugaad is good but one cant live an entire life by Jugaad. There are no shortcuts to making money

However we knew we were going towards a

testing wave

Our budgets were probably in the 1:10 ratio in the social space (1:40+ in mass media; Sulekha was a TV campaign launched in the Social space first; Exide Life

Insurance was a social first campaign only

Exide Life Insurance had released the ad almost 10 hrs after Sulekha; chances of someone perceiving this as COPY was higher

Sulekha was made by Ogilvy & Mather; directed by Prasoon Pandey

The Facts

We knew Online Reputation was our best

weapon.

How did we go about it?

1. Be transparent and honest

“Either sulekha has copied this jugaad idea of advertising from Exide or Exide has copied from Sulekha..

Yaa fir, a common advertising company made fool of both. 😕 ”

- Kirti Katariya

“Hi Kirti, neither of the 3 scenarios. Two different agencies made the ads. Both ads had a face off recently. Even though they appear similar, the takeaways are very

different. We want our customers to know while short cuts work sometimes, they aren’t always the best solution.

After all, Zindagi mein thoda Jugaad toh chalta hai, LekinJugaad se zindagi thodi chalti hai!”

- Exide Life Insurance

“Copy of sulekha ad”- Amit Malhotra

“Hi Amit, it takes months of planning and production to create an ad such as this. Two

different agencies made the ads. Both ads had a face off recently. Even though they appear similar,

the takeaways are very different. We want our customers to know while short cuts work

sometimes, they aren’t always the best solution.

After all, Zindagi mein thoda Jugaad toh chalta hai, Lekin Jugaad se zindagi thodi chalti hai!”

- Exide Life Insurance

2. Going beyond obvious boundaries to answer

Hello

Don't #ExideLife: <Link> and #Sulekhadotcom: <Link>; have the same ad? | #D_Funda

@Devaashish_ Thumbs up to the artwork! However, both ads were made in isolation; a rare coincidence that has surprised us all!

What's with #jugaad suddenly being mainstream? #Nomoreshortcuts#AntiJugaad campaign? ExideLifeSulekhadotcom.

AIMA@ahmedzain66Yes, jugaad has been in our lives for years now. Surprised no brand leveraged the concept until now. We are sure both teams are surprised too! Similar plots & different takeaways.

3. Answer ALL –Good, Bad & Ugly

Brand Queries(Addressable)

Responded Responded to Positive

Responded to Negative

Reach(Responded)

Impressions(Responded)

XXX 100% 100% 100% 970,230 2.04 Mn

XXX 27% 42% 36% 130,601 445,844

Reach and Impressions are estimated

**

As on 15 Feb 2016

4. Ambush the Ambush

Hey @ExideLife, want to get promoted with no shortcuts? Get listed on Sulekha and go #AntiJugaad with us!

Thanks @Sulekhadotcom our advisors are already listed as we believe in #NoMoreShortCuts. Before you tweet again...

Sulekha tagged Exide Life Insurance to start a conversation. They asked Exide Life Insurance to get listed on Sulekha as we didn’t believe in shortcuts. A beautiful move indeed!

What they didn’t realise is that Exide Life Insurance was already listed on Sulekha. They had taken a shortcut!

Our reply went back to them informing we were already listed and that they should surely think before they tweet again. An edited version of the film with the father saying “beta life mein humesha nahin chalta hain jugaad..” was added to the tweet and sent back.

In the world of Social media when one brand tags another brand, it means the eco system of One brand is watching the ecosystem of another brand.

https://twitter.com/ExideLife/status/686921703134375937

Bill would never be #AntiJugaad! #SaveJugaad

Bill would never be #AntiJugaad! #SaveJugaad

.@IndiaMentos Agree with you! #NoMoreShortCuts

Mentos tagged in Sulekha. Exide Life Insurance answered instead.

5. Join the Journalists, Editors, Celebrities……

We joined the world of journalists and celebrities to answer and participate in conversations too

Why do I get the feeling that Sulekha.com and Exide Life Insurance are pitching the same idea with same story line too While both say to stop the juggad mentality to everyday problems one story of using the cooler finds space in both ads.Sulekha - <Link> Exide - <Link>Now who is copying whom

Hi Prasant,Thanks for noticing. Both ads had a face off yesterday. Even though they appear similar, the takeaways are very different. We want our customers to know while short cuts work sometimes, they aren’t always the best solution.

After all, Zindagi mein thoda Jugaad tohchalta hai, Lekin Jugaad se zindagi thodichalti hai!

#Jugaad Day. From @Sulekhadotcomhttp://bit.ly/1W2aDxT #AntiJugaad and @ExideLife http://bit.ly/1OMyK2j #nomoreshortcuts - Go figure

@goks140 Thanks Gokul for sharing our Ad. Do tell us what you think about the message?

Sulekha.com Hi Prasant. It was pretty surprising to see, but Exide is right. We're telling our audience to give up on quick-fixes and go #AntiJugaad to get things done the right way. With the best professionals you can get.

6. Empower your teamAn important part of the program was to empower teams to handle questions in their personal network. A detailed mail went out to each employee explaining the details.

7. Own Jugaad?Additionally we noticed, people were in conversation on Jugaad…an average of 50 -60 conversations were happening on a daily basis. We joined these conversations too.

Poly bag with water & a coin hung all over in eateries to keep flies away. It irritates many eyes of flies. #jugaad

Wow @avinashoza That's a very interesting solution! Check out some jugaads that didn't work! http://bit.ly/NoMoreShortCuts #NoMoreShortCuts

#jugaad

Wow @Vaibhav_sethia! This jugaadreally worked Check out some jugaadsthat didn't work! http://bit.ly/NoMoreShortCuts #NoMoreShortCuts

8. @AutumnWorldwide Mentions

Autumn Worldwide did its little bit of ORM too

'Nice to see' ad..couldnt register the plan though..most insurance companies talk long term planning..hows it different? Just creative? Or differential product as well..bythe way good job on ORM.. smile emoticon a 10sec extra product window on digital only might have helped better product explanation (if any)..

Hi Prasant,Thanks for noticing. Both ads had a face off yesterday. Even though they appear similar, the takeaways are very different. We want our customers to know while short cuts work sometimes, they aren’t always the best solution.

After all, Zindagi mein thoda Jugaad toh chaltahai, Lekin Jugaad se zindagi thodi chalti hai!

Thank you so much Raunak!

Hi, i liked this ad. I like suekha's ad also.. so what they both thought on the same subject? So what they released on the same day? It is okay!!! Take a chill pill!!!I belong to ad industry and trust me making an ad is not a matter of joke! And those who think it is possible to copy an idea over night..plz get a brain chk up!!Have ever come across the word "C O I N C I D E N C E"? Have you? This is a simple example of coincidence! Please for god's sake give Sulekha ad Exide a break!!!! Appreciate their efrt.Good work exide.

Thank you for your kind words Avidha! They really made our day!

Thank you for your support Avidha! This brought a huge smile on all our faces!

9. March forward with plans

We went ahead with our complete plan just as we had planned it across platforms

10. Results

Media

'Jugaad' backfires: O&M, Autumn end up making similar ads

After Sulekha, Exide Life Insurance shows us why jugaad is not for keeps

Something's Jugaad In The State of Jugaad

Exide Life Insurance Takes Its Fight Against Short Cuts on Digital

Exide Life Insurance Presents #NoMoreShortCuts on Digital Media

Exide Life Insurance unveils new digital media campaign-#NoMoreShortCuts

This effort brought in transparency and the facts to the table. A strategic step to manage reputation.

Thank U