Jhanvi Kundra’s Post

I would have had strong opinions had Nykaa did this campaign in my early days as a marketer. But having left the corporate world and becoming a full-time creator and entrepreneur, I've realised that there are no cardinal sins unless you cheat customers/investors. Creating content is all about experimenting. I know it because I've shot and edited 700+ pieces of content for Aarti Madan, and thousands more for the brands I've worked with in the past. It was a bold experiment, and whether it worked or not can only be tangibly gauged by the data guys managing the website/app (not the agency or marcomm guys). Big deal if Nykaa's brand identity is not even in the same pincode as that of Ganji Chudail. My wife who is a regular Nykaa customer didn't even know about this campaign until I told her. Maybe they wanted to expand TG? Who knows! (Except for those who conceptualized and approved it). But I doubt the core customers of Nykaa are going to be so turned off that they'll uninstall the app. I understand why my fellow social media marketers are upset. I would have had the same reaction in 2012 when I was writing for Social Samosa. But it's about time we see campaigns as experiments. It's not the be all and end all for a brand. If it works, there would be learnings. If it doesn't, there would be life lessons.

𝐁𝐞𝐥𝐢𝐞𝐯𝐞 𝐢𝐭 𝐨𝐫 𝐧𝐨𝐭, 𝐍𝐲𝐤𝐚𝐚 𝐡𝐚𝐬 𝐡𝐨𝐩𝐩𝐞𝐝 𝐨𝐧𝐭𝐨 𝐭𝐡𝐞 𝐆𝐚𝐧𝐣𝐢 𝐂𝐡𝐮𝐝𝐚𝐢𝐥 𝐭𝐫𝐞𝐧𝐝, 𝐚𝐧𝐝 𝐚𝐬 𝐚 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫, 𝐈’𝐦 𝐠𝐞𝐧𝐮𝐢𝐧𝐞𝐥𝐲 𝐩𝐞𝐫𝐩𝐥𝐞𝐱𝐞𝐝. It raises an important question: 𝘏𝘰𝘸 𝘴𝘩𝘰𝘶𝘭𝘥 𝘣𝘳𝘢𝘯𝘥𝘴 𝘥𝘦𝘤𝘪𝘥𝘦 𝘸𝘩𝘪𝘤𝘩 𝘵𝘳𝘦𝘯𝘥𝘴 𝘵𝘰 𝘫𝘶𝘮𝘱 𝘰𝘯? Here's a thought—brands need to focus on a few key things when engaging with trending content: 𝐃𝐨𝐞𝐬 𝐢𝐭 𝐦𝐚𝐭𝐜𝐡 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝'𝐬 𝐯𝐢𝐛𝐞? Think about brand resonance. Nykaa is known for beauty, wellness, and empowerment, but this trend feels like it’s coming from a totally different place. If a trend doesn't fit the emotional connection or the message your brand has built, it can cause confusion rather than excitement. 𝐖𝐢𝐥𝐥 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐜𝐨𝐧𝐧𝐞𝐜𝐭 𝐰𝐢𝐭𝐡 𝐢𝐭? Every trend might seem fun, but your TG (target group) matters. Nykaa’s core audience is all about beauty and self-care, so seeing them engage with a quirky, offbeat trend can be a bit off-putting. Does the trend feel like a natural fit for them? If not, it could hurt your brand’s long-term appeal. 𝐀𝐫𝐞 𝐲𝐨𝐮 𝐬𝐭𝐚𝐲𝐢𝐧𝐠 𝐭𝐫𝐮𝐞 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐭𝐨𝐧𝐞? Consistency is key. If your brand voice is usually empowering and aspirational, suddenly shifting to a random, meme-driven trend could disrupt that trust. Nykaa’s sophisticated tone didn’t quite align with this trend’s casual, quirky humor. 𝐂𝐚𝐧 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐫𝐞𝐥𝐚𝐭𝐞? If your followers can't relate to the trend you're jumping on, it will feel forced. Nykaa's strength lies in beauty and empowerment narratives, so a trend like this could feel out of place for their core audience. Brands need to stay relevant without losing that personal connection. In the end, it's about balancing relevance with authenticity. If the trend doesn’t reflect your brand’s ethos or appeal to your audience, it can do more harm than good. 𝐒𝐨, 𝐰𝐡𝐚𝐭 𝐝𝐨 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤—𝐬𝐡𝐨𝐮𝐥𝐝 𝐍𝐲𝐤𝐚𝐚 𝐡𝐚𝐯𝐞 𝐠𝐨𝐧𝐞 𝐢𝐧 𝐭𝐡𝐢𝐬 𝐝𝐢𝐫𝐞𝐜𝐭𝐢𝐨𝐧? #BrandConsistency #MarketingStrategy #TrendAlert #BrandingMatters #KnowYourAudience #BrandVoice #MarketingInsights

Nykaa’s collaboration with Ganji Chudail, racking up over 11 million views, is an interesting case study in the way brands and people obsess over image. We’ve all seen it — the constant need to present this perfectly curated version of ourselves. Brands do it all the time, carefully selecting traits they want to be associated with. It’s like we’re all chasing this idea of being ‘on-brand’ or ‘consistent.’ But what does that really do for anyone? In the process, we end up playing it safe, losing the edge that comes from real experimentation. That spark of creativity — the crazy, bold, unexpected moves — gets dialed down just to fit some pre-packaged idea of how we want to be seen. And for what? To be another face in a crowded market? Another brand that looks, sounds, and acts like all the rest? The truth is, sticking to a rigid image doesn’t get you very far. If anything, it makes you blend in, not stand out. Brands become forgettable, and people? They fade into the background. What Nykaa did with Ganji Chudail is a great example of what happens when you break away from that. They didn’t play into the typical, polished beauty campaign. Instead, they embraced something unconventional, and it paid off. It’s proof that being too precious about your image isn’t just limiting, it’s boring. And let’s be honest, most of the time this obsession with how we’re perceived is more about how we think we’re coming across. People don’t care as much as we assume. They’ll move on quickly to the next interesting thing without overanalyzing your 'brand consistency.' So, maybe the takeaway is this: a little less focus on being polished, a little more on being interesting. Because, at the end of the day, it’s the bold moves that get people talking. What do you think? Nykaa CreativeKulhad | Digital Marketing Agency #opinion #marketingcampaign #Nykaa #newideas

Is Nykaa's Ganji Chudail collab pushing cringe too far into brand strategy? Or is it pop culture genius? As an avid consumer of cringe content—whether it’s “baingan”, Ajay Devgan look-alikes, or our beloved nibba-nibbi videos—I thought I’d seen it all. But when *Ganji Chudail* herself teamed up with Nykaa, it left even a cringe aficionado like me wondering: where’s the line between clever marketing and sheer frivolity? Don’t get me wrong—the campaign had me laughing out loud for a few seconds (because who doesn’t love a bald-headed chudail winning the alpha male’s attention after a three-step Nykaa haircare routine?). But in the grander scheme of brand strategy, does this align with Nykaa’s narrative of beauty and empowerment? It’s like your favorite fine dining restaurant suddenly serving up a fusion of caviar-topped Maggi. Sure, it’s a conversation starter, and you might try it out of curiosity, but does it really fit with the brand’s carefully crafted image? This isn’t the first time Ganji Chudail has cast her spell. Netflix’s Murder Mubarak did it too, and it made sense: a fleeting, buzz-worthy collab that piqued curiosity and drove audiences to their couches. But Nykaa isn’t a one-week wonder. The brand’s essence lies in long-term trust, beauty, and empowerment, not in transient trends. Cringe content thrives on shock value, and yes, it’s amazing for quick engagement. But let’s not forget, it’s called cringe for a reason—it’s fleeting and often leaves a brand's core identity a bit, well, bald. Nykaa’s creative audacity deserves applause, but as a PR professional, I’d caution against falling too deeply under Ganji Chudail’s spell. There’s a thin line between riding the pop culture wave and getting lost in the tide of temporary trends. What’s your take? Is this campaign an epic meme-worthy win, or did they just hit “Add to Cart” on the wrong viral trend? #Marketing #BrandStrategy #CringeContent #PopCulture #TrendJacking #GanjiChudail

Ever wondered why certain brands stick in your mind? The secret lies in the fascinating intersection of neurology and psychology. Let's dive into how brand identity impacts our brains and shapes consumer behavior: 🌐 Neurological Connections: Our brains recognize and remember patterns, making consistent visual and emotional cues crucial for a strong brand identity. The Amul Girl's iconic presence and witty ads create strong, memorable associations with the brand, forming lasting neural connections that make Amul unforgettable. 🎨 The Psychology of Colors and Shapes: Colors and shapes are key in brand identity, evoking specific emotions. For instance, Zomato's vibrant red symbolizes passion and appetite, while Tata's round logo conveys stability and trust. These elements shape our perception and create lasting impressions. 🧩 Emotional Resonance: Brands that connect emotionally trigger dopamine release, creating pleasure and satisfaction. Tanishq's "When it Rings True" campaign, featuring real-life love stories, exemplifies this bond. Such connections foster loyalty and turn customers into brand advocates, making the brand unforgettable. Harnessing the power of neurology and psychology in crafting your brand identity can transform how consumers perceive and interact with your brand. Ready to make your brand unforgettable? #BrandIdentity #Neuromarketing #PsychologyInBranding #ConsumerBehavior #MarketingInsights #SDA

In a world where virality is the new currency, Nykaa’s bold partnership with the eccentric Ganji Chudail has set the internet ablaze. But does it boost brand value or cross the line on beauty norms? Is short-term buzz worth the risk of alienating loyal consumers? Read on to explore the debate that’s shaking up the marketing world. Manish Narang | R Vishal Oberoi |Manas Gupta | Varun Pathak | Vivek Gupta| Sapna Singh| Raaj Dharmanni| Rahul Bhatnagar| Shalini Singh | Mohit Gour | Aakash Bhasin #nykaa #ganjichudail #viral #mememarketing #marketing #marketleaders #youth #debate #beautyindustry #marketingindustry #consumers #consumerbehaviour #mrx #marketresearch

#WastedInk 010 Did not know that Promoting a brand can take such a turn. Honestly, really don't know what to make of it. One can say Collaboration and influencer marketing is the future or the brands are getting too desperate to promote themselves by using anything that can ensure a large viewership. Please leave your comments. #marketing #ganjichudail #nykaa #socialmeadia #promotion

𝗜𝘀 𝗖𝗿𝗶𝗻𝗴𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝘁𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗚𝗮𝗺𝗲? Meet 𝗚𝗮𝗻𝗷𝗶 𝗖𝗵𝘂𝗱𝗮𝗶𝗹—a green-skinned, unapologetic animated character created by Majedar Kahani, founded by Shriram Panchal who’s become an unexpected hero for brands like Nykaa, Netflix, and Swiggy Instamart. Her raw humor and quirky antics cut through the polished noise of digital content, bringing a fresh, relatable edge to marketing. Here’s how brands are turning cringe into clicks: 1️⃣ Nykaa: Reinvented hair care ads with her playful transformations. 2️⃣ Netflix: Paired her with Pankaj Tripathi for campaigns like Stree 2. 3️⃣ Swiggy Instamart: Tapped into her everyday relatability for instant engagement. 4️⃣ Delhi Police: Used her wit for public safety awareness, proving her versatility. Ganji Chudail’s charm lies in her imperfection—a reminder that humor and authenticity can build stronger connections than curated perfection. But as brands embrace cringe, balancing humor with sensitivity is key. 💡 𝗧𝗵𝗲 𝗕𝗶𝗴𝗴𝗲𝗿 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 Is cringe here to stay, or is it just another digital fad? Either way, it’s proof that bold, unconventional content is what cuts through the clutter. ✨ At Untold Mantras, we celebrate stories that push boundaries. If your brand is redefining the rules of engagement, DM us—we’d love to share it. Watch Videos here: https://lnkd.in/daTF6UP3, https://lnkd.in/djVPe3HQ, https://lnkd.in/deNghnnM P.S.: Please let us know if we missed out or have wrongly tagged anyone. We will be happy to give you credits. #GanjiChudail #CringeContent #MarketingInnovation #UntoldMantras

Here's how brand identity shapes consumer behaviour.

Founders, here’s the pulse on today’s business trends—insights that are shifting how industries grow, connect, and adapt.⁣ ⁣ 1️⃣ 𝐈𝐧𝐝𝐢𝐚’𝐬 𝐁𝐞𝐚𝐮𝐭𝐲 𝐁𝐨𝐨𝐦⁣ India’s beauty sector is evolving fast, thanks to digitalization and D2C models. Visionaries like Nykaa's Falguni Nayar are setting new standards, supported by initiatives like BEAUTY&YOU India. With government backing and mentorship, beauty entrepreneurs are finding their path to growth.⁣ ⁣ 2️⃣ 𝐋𝐮𝐱𝐮𝐫𝐲 𝐑𝐞𝐢𝐦𝐚𝐠𝐢𝐧𝐞𝐝⁣ Luxury brands are moving beyond products to craft immersive, personalized experiences. Phygital approaches, data-driven personalization, and sustainability are at the heart of today’s premium brand strategies—meeting consumers' demand for connection and values-driven engagement.⁣ ⁣ 3️⃣ 𝐈𝐧𝐬𝐭𝐚𝐠𝐫𝐚𝐦’𝐬 𝐕𝐢𝐝𝐞𝐨 𝐐𝐮𝐚𝐥𝐢𝐭𝐲 𝐒𝐡𝐢𝐟𝐭⁣ Instagram is fine-tuning video quality based on engagement, which could impact reach for smaller creators. High-engagement videos receive better quality, a shift that emphasizes interaction as a key to visibility.⁣ ⁣ Understanding these shifts could be essential to positioning your brand for what’s next!⁣ #startupnews #consumertrends #festivemarketing #needtoknow #trends