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    Creating Threadwork: Manisha Tripathi weaves brand messages intricately into content created for media


    Haywards’ previous campaigns featured people flinging darts, crashing through roofs and impressing bartenders by ordering Haywards 5000.

    Haywards’ previous campaigns featured people flinging darts, crashing through roofs and impressing bartenders by ordering Haywards 5000. Whether you miss that simpler era of surrogate advertising or are glad it's over, one of the people to blame (or thank) is Manisha Tripathi.

    She was the part of the team that substituted acts of beer-fuelled mayhem with an uplifting anthem. One of her first assignments at LiquidThread(LT), Starcom's content creation unit was to arrest a decline in the sale of Hayward's in the strong beer category.

    After research, the target audience for the brand was identified as 25 plus males from B and C SECs in smaller towns. TV and outdoor was used to create awareness and mobile further improved interactivity. Over 700 people called the IVR based platform and on-ground activation led to another 15,000 punters connecting with the brand.

    Javed Akhtar was roped into write the 'Hausla Buland’ anthem, which was recorded by Kailash Kher. LT then arranged for a live performance of the song at the beginning of the India-Pakistan match at Asia Cup. Tripathi says the campaign was quite successful and the results are reflected in the growing volume shares of Haywards 5000 in key markets as well as an increase in the brand awareness parameters.

    If all of this sounds a little distant from a media agency's assigned role of planning and buying, it's partly because of Tripathi's background. She has worked with television and radio content companies like TV18, Star Plus and Big FM, and briefly was station director of Goa's first privately owned FM channel.

    Some of the content she created in her previous jobs include The Amul India Show, Khullja Sim Sim, Sonpari and Kyunki Saas Bhi Kabhi Bahu Thi. This vast repertoire has given her a good sense of what works. It also helps her fit right into Liquid Thread, she says, where she joined as national director.

    The content creation unit of Starcom Mediavest Group(SMG), was created by merging three different disciplines — Connectivetissue, Starcom Entertainment and Pixel. As the head of LT, Tripathi will be responsible for seamless integration of brand messages with actual content created for various media platforms.

    "LiquidThread will create experiences that combine branded entertainment, digital and social media to bring a brand story to life," she says. The most important part about the content so created says Tripathi is that it should be inspiring enough for the audience to "pass the story on and make it their own."

    She shies away from numbers while discussing her goals at LT, but her immediate priorities include helping SMG meet client needs through the use of technology for communication and creativity.

    "Communication has gone through an evolution from being interruptive to engaging and now delivering actual experience. We are therefore just focused on creating excellent work and benchmarks," explains Tripathi. Tripathi doesn't have her own team but has the freedom to pick and choose from SMG to get the job done.

    So if content creation needs digital, then the SMG digital team will pitch in, if it requires data then the analytics team will help and so on. "SMG is built on three pillars of insights and analytics, content and digital. Therefore a lot of what I do would involve collaboration with experts from both within and outside SMG," she says.

    One is not surprised therefore when Tripathi says that she can sit in front of the TV or surf the net all day and not get bored even for a second. Besides TV, Tripathi also loves the outdoors and goes for treks or photography expeditions when she can.
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