Indian Automobile Industry's Increased Demand For Quality Video Content, Quick Turnaround And Cost Advantage

Robert Godinho, Founder & CEO, WhitebalanceWhiteBalance is a high-end HD production facility with offices in Mumbai and Delhi. It is a group of visual storytellers working across multiple film-making genres. Having worked with the world's leading media organizations, WhiteBalance brings the same professionalism to customizing creative solutions for our clients.

Browse through some ecommerce site, select model, choose color, add to cart and checkout! All what's left now is to wait for the delivery of your swanky new set of wheels in your garage! Can you imagine that? Well, modern lifestyles have left no time for appointment viewing, leading to the death of television. With the main platform of communication down, the gap between brands and its consumers is getting wider. So, what does this mean for India's auto industry that is expected to emerge as the world's third-largest passenger-vehicle market by 2021 but is marred by reports of slumps in sales?

Innovation in product, strategy and most importantly, brand communication. While digital is the hot word on everyone's lips, the worldwide web is no longer tolerant of content that doesn't have a soul. From 40 seconds to 10 seconds to a new low of 3 seconds, customer retention is directly proportional to the amount of content being delivered. With this level of fatigue, viewers choose to watch something either because of need or because they want to. So, here is the catch - how do brands make their content in a way that serves a purpose whilst still being true to the brand?

Specific to the auto industry, it took India seven years to increase annual production to 4 million vehicles from 3 million. However, the next milestone - 5 million is expected in less than five years. With such aggressive production being put in play, carmakers need to ensure that demand for their product continues to rise despite economic or environmental roadblocks.
An that's where the one 90 second Television Commercials are replaced by dynamic 60 assets at scale shot over two days.

Budget for Both: The same
Effectiveness and Engagement Mapping: Far higher for assets at scale.
Carmakers and their marketing teams are responding fast to this rapidly changing landscape. To keep pace with the smartphone-enabled, social media driven hyper-informed car buyer, automotive brand and communication teams are changing their marketing and consumer engagement strategies to win in the market.

But with advertising agencies limited to creating glitzy, shiny 30-second commercials that run for a limited campaign period and not adept at creating the substantial volume of feature, comparison and testimonial-based videos that are being consumed by prospective car customers during their purchase journey, where do auto marketeers go?

While digital is the hot word on everyone's lips, the worldwide web is no longer tolerant of content that doesn't have a soul

And that's where creative hubs specializing in reinventing content and creating mobile-first films come into play. Having in-house teams that are highly skilled to create the entire spectrum of video content needed for automobile marketing - from glitzy TV commercials to online films; live auto event coverage to life-like 3-D animation (that makes car models available virtually whereas in reality they might not be) - is the game changer in this scenario.

One of the recent car launches executed by our company delivered exactly that ­ 60 different commercials touching each milestone of a car-buying journey from building inquisitiveness, creating desire to booking the car. Creating curiosity plays an important part to begin the engagement journey, so the first set of 10 second ads for `mobile and digital only' showed a glimpse of the car, keeping the consumer hooked and looking forward to the next piece of communication. Once the engagement journey started, 10 key features were showcased as individual films, to set this car apart from others in the market.

The campaign that was spread over 45 days, with targeted content being thrown out to potential car buyers and others to create the hype, ensured there was constant demand generation. The over 60 commercial assets ensured a continuous interest surrounding the product for the two-month period pre-launch versus the traditional one TVC route that piques interest and dies a quick death with multiple repeats drowning the viewer in boredom.

Here are some key things to be kept in mind - Content is typically consumed in a landscape format, however, studies show mobile content consumption is usually in a portrait format. We all know that Content consumption on a mobile phone has a very high burn rate. Since a mobile phone screen is relatively small, the content needs to be made keeping that in mind. Small, intricate details lose out in favour of eye-popping material.