Our Vision & strategy

The consumer landscape is shapeshifting rapidly with technology enabling seamless access and exposure. They lead hyperconnected lives with exposure to abundance of stimuli frequently and consistently delivered through multiple channels and devices while being influenced from peers and opinion leaders alike. As an outcome we are witnessing audiences that live in a flux and are increasingly become channel agnostic, unable to identify the source or form of the message. However, one aspect that is the common point of congruence is that all consumers are humans, driven by aspirations, needs and understand their world through emotions.

The cultural & socio-economic landscape is shapeshifting rapidly making it imperative for business to be in sync with current consumption and behavioural codes.

While the consumer is largely channel agnostic, it has been a common practice for brands to be channel focused and channel driven, supplemented with internal ecosystems built around functions v/s the impact they intend to deliver. With an ecosystem that demands synergies to be culturally fluent & fluid, a channel focused approach only allows for a myopic representation of impact.

Customer centricity is at the heart of our practice. We understand the need to have a compelling conversation that is embedded in authenticity. With a crowded market place, abundant with stimuli the message and the medium need to work hand in hand to produce the desired impact. Channel agnostic approach shifts the focus to the creation of a riveting message embedded in consumer truth. A deep rooted technology focus enables elevation of the message creating experiences that are efficient, effective & intimate while deploying technology driven solutions that drive the proposition from vanity to impact.

At Sparkt, we believe that the agencies role with the brand should be cohesive and integrated where objectives are co-created, co-owned and the common goal is to create a positive consumer experience embedded in delight. With consulting at the core, the differentiator for Sparkt has been the ability to align with clients on the macro business problems and be thoroughly in sync with the larger ambition.

Sparkt is a consulting first , culturally fluent, agile and value driven digital ecosystem. With its core expertise in content, technology & marketing sciences, Sparkt has a channel agnostic and ideas first practice. With deep rooted engagements with clients of repute, Sparkt is reimagining the traditional norms of client agency engagements by embracing newer co-creation models with consumer centricity & consulting at its core.

  • mahindra Mutual fund
  • Sarve
  • Star
  • P & G
  • Piramal
  • bharti Axa
  • Sarve
  • Star Plus
  • nasivion
  • lacto
  • Piramal Capital Housing
  • EuroKids
  • Star Bharat
  • Seven Seas
  • Seven Seas
  • Saridon
  • Indiabulls Real Estate
  • Dubsmash
  • Star Utsav
  • Evion
  • Evion
  • RF India
  • One Plus
  • Pro Kabaddi
  • Evion
  • ploycrol
  • Piramal Realty
  • Piramal Foundation
  • U Sports
  • Polybion
  • Littles
  • Jungle
  • ourdaily

3 Key takeaways

Services Ecosystem

THE CONSUMER VORTEX

Staying true to the consumer centric focus, Sparkt’s offerings have been structured as a vortex with communication, content, media, influence experiences enabling a cohesive brand experience for the consumer resting at the nucleus.

This experience is further nuanced & made rich with consulting, marketing sciences & technology lending incremental value addition to the core offerings. Semantics of a such a consumer vortex ecosystem ensures that it is structurally capable of surrounding, engulfing and absorbing the consumer to deliver an elevated and convincing brand experience. With strong backward integration in technology & production the practice is equipped to deliver not only effectiveness but also efficiency.

Technology
  • Platform Design & Development
  • Software Development
  • Data Engineering
  • Capabilities Assessment
  • Technology Roadmapping
Consulting
Click here to know more
  • Brand Strategy & Positioning
  • Brand Identity & Design
  • Integrated Marketing Strategy
  • Consumer Experience Strategy
  • Technology & Digital Transformation
  • Business Innovation & Enablement
  • Future-casting
Experiences
  • Websites & Microsites
  • Mobile Apps
  • Conversational & Cognitive Interfaces
  • Consumer Interaction Design
  • Experiential Environments (AR/VR/MR)
  • Shopper Marketing & Activations
  • Business Process Design
  • Blueprinting & Story Boarding
Influence
  • Amplification Strategy
  • Influencer Management
  • Content Development
Media
  • Channel & Media Planning
  • Measurement & Optimisation
  • Unified Analytics
  • Marketing Automation
  • Customer Life Cycle Management
  • Loyalty
  • Search & Local Discovery
Content
  • Content Strategy
  • Concept Development
  • Live Action & Production
  • Photo & Art Production
  • Syndication & Publishing
  • Branded Content
  • Long-form Editorial
  • Motion Design
Communication
  • Campaigns
  • Creative Strategy
  • Social & Community Management
  • Communication Development
  • Corporate Communication
  • Employee Engagement
  • Packaging
Marketing Sciences
  • Data Strategy
  • Brand & Business analytics
  • Data Mining & Modeling
  • Data Visualisation & Insights
  • Customer Data Management
  • Market Segmentation
  • Machine Learning & AI
  • Experience Evaluation
  • Communication
    • Campaigns
    • Creative Strategy
    • Social & Community Management
    • Communication Development
    • Corporate Communication
    • Employee Engagement
    • Packaging
  • Content
    • Content Strategy
    • Concept Development
    • Live Action & Production
    • Photo & Art Production
    • Syndication & Publishing
    • Branded Content
    • Long-form Editorial
    • Motion Design
  • Media
    • Channel & Media Planning
    • Measurement & Optimisation
    • Unified Analytics
    • Marketing Automation
    • Customer Life Cycle Management
    • Loyalty
    • Search & Local Discovery
  • Influence
    • Amplification Strategy
    • Influencer Management
    • Content Development
  • Experiences
    • Websites & Microsites
    • Mobile Apps
    • Conversational & Cognitive Interfaces
    • Consumer Interaction Design
    • Experiential Environments (AR/VR/MR)
    • Shopper Marketing & Activations
    • Business Process Design
    • Blueprinting & Story Boarding
  • Consulting
    • Brand Strategy & Positioning
    • Brand Identity & Design
    • Integrated Marketing Strategy
    • Consumer Experience Strategy
    • Technology & Digital Transformation
    • Business Innovation & Enablement
    • Future-casting
  • Marketing Sciences
    • Data Strategy
    • Brand & Business analytics
    • Data Mining & Modeling
    • Data Visualisation & Insights
    • Customer Data Management
    • Market Segmentation
    • Machine Learning & AI
    • Experience Evaluation
  • Technology
    • Platform Design & Development
    • Software Development
    • Data Engineering
    • Capabilities Assessment
    • Technology Roadmapping

Key Highlights

StarPlus, India’s largest GEC channel reaches over 170 million households. The strategic intent for the year was to garner participation from younger cohorts and deepen the affinity towards their characters to continue to stay relevant in the long term. Sparkt deployed year long strategic initiatives enabling experiences that were current and in sync with the current consumption code. The outcome was evident with increased participation from younger populace by a substantial 9% and The industry recognised the effort with Star Plus and the brand won a Silvers for Long Term Strategy at Campaign India Digital Crest Award & Indian Content Marketing Awards with a total medal tally of 16 for the year.

Digital
Consulting
Communication
Content
Experiences
Technology
Influence
Marketing Sciences

StarPlus was set to broaden the dimensions of ‘Nayi Soch’ by influencing India with the power of ideas through ‘Ted Talks India Nayi Soch’. We appealed to India at large in the form of a campaign #Dontkillideas challenging conventional Indian mindset of rejecting ideas

#Dontkillideas was manifested through content showcasing corporate success stories & journeys of today with successful CEO’s / CMO’s. A new and niche concept of Ted was made a household name with videos featuring Shah Rukh Khan as the sutradhaar demystifying Ted Talks, garnering over 21 mn video views

We partnered with Google to package information as ‘knowledge panels’ on Google as information capsules. These panels enabled contextual discovery of the show, ideas and their speakers making a case for an effective search innovation.

The magnification was provided by TED Social Experiments elaborating on the concept through real life reflections. The outcome of the effort was substantial with a reach of 155 mn & 1.1 mn engagements across social media platforms. The effort was applauded with 3 Golds, 3 Silvers and 1 Bronze across award shows.

Digital
Consulting
Communication
Content
Experiences
Technology
Influence
Marketing Sciences

StarPlus has always given dimensions to relationships and championed progressive philosophies successfully being a thought leader in its do.Being cognisant of the today and the upcoming future, StarPlus evolved it’s philosophy from Rishta Wahi Soch Nayi to Rishta Wahi Baat Nayi moving from an ‘Introspective Soch’ to an expressive ‘baat’.

StarPlus was at the no.8 position with 4577220 impressions according to BARC data (HINDI GEC - U+R ALL NCCS) for week 15 of 2018 while the no.1 spot was taken by competition at 714895 impressions. The downslide was evident in the wake of weak show specific contribution to the TOP 20 GEC’s restricted to no.5 and no.15 spot.

With the intent of not just entering the conversation but becoming one, StarPlus championed the narrative with the external lens of a relevant sutradhaar - Alia Bhatt. The announcement came in the form of a film, where Alia Bhatt took a journey into the world of StarPlus lending a sneak peek into each of the shows, the relationships they celebrated, the quirks they demonstrated, aspirations & dynamics never seen before.

WEB EXCLUSIVES with all the characters highlighted the Baat Nayi in each show and the relationship they have had with the channel until now highlighting the high points of the journey. FORMAT INNOVATION in the form of formats adapted for Instagram consumption were used to ensure buzz on the platform. Instazine was used to reveal the new look of StarPlus with 1:1 videos and cinemagraphs.The outcome resultied in shifting from no .8 (4577220 impressions) to No. 3 to 702026 impressions

Digital
Consulting
Communication
Content
Experiences
Technology
Influence
Marketing Sciences

USports launched UCypher, India’s first of a kind multi-game, multi-platform e-sports gaming championship. With the intent of promoting e-sports as a serious form of ‘sport’ and positioning U Cypher as the enabler platform, Sparkt adopted a novel approach to content and engagement powered by data & insights.Augmenting data signals through a realtime dashboard helped produce creative responses across multiplatform content to engage an audience that was linked by a common passion of gaming. The UCypher community was intimate and hyper involved resulting in engagement scores 20x higher than the broadcaster and a legacy brand MTV. The online community across Facebook, Twitter, Instagram and Youtube grew from 1.5K to 8.78M. The Campaign won a Bronze at IDMA for most effective use of Social Media along with a Silver Media Abby for Youth Marketing with a total medal tally of 3 across award shows.

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Mahindra Mutual Fund has been a successful partnership with over seven successful fund launches. For Mahindra Mutual Funds equity offering - Mahindra Unnati Yojana communication took on traditional savings mindset in the country shifting the narrative to ‘growth’ with “Samay Se Aage’ with a film that championed the thought. The effort articulated a strong product story in a palatable format and significant contribution to AUM amount to 29 cr with over 39,000 folios created.

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Mahindra Mutual Fund is the 46th entrant in the Asset Management Business and offers a variety of mutual fund schemes pan-India, with special focus in rural and semi-urban regions. The intent was drive awareness & consideration towards Mahindra Mutual Fund’s new ELSS offering - Kar Bachat Yojana.

Two days prior to the 2017 Union Budget announcement, when the nation was ripe with speculations and rumours about what the 2017 budget would entail, we delivered a bold statement on Twitter - “Taxes Acche Hain”. Igniting conventional thinking and conditioning, conversations exploded around how taxes dent our salaries, how they eat into our savings and the best strategies to avoid it if not evade it. The statement hit the target creating knee jerk reactions across the board.

Triggering the conversation on Twitter made opinions fly fast and thick as the Twitterati jumped in either to attack or defend the statement. This was further aggravated by the topical nature of the activity organically attracting influencers like Ajit Ranade, an economist himself & Nitin Pai, director of the Takshila university, who got wondering if this was an activity by the government itself as a defensive mechanism to prop up the upcoming tax structure. The frenzy was dialled up even further when some Twitter folks tagged the finance minister asking for an explanation. The Twitter drama headlined Zee Business, The Better India on the same day with exclusive articles featuring the speculation.

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Mahindra Manulife Mutual Fund erstwhile Mahindra Mutual fund was launched in 2016 with a special focus on semi-urban rural markets. Mahindra Pragati Bluechip Yojana was launched as a large-cap equity fund investing only in the top 100 blue chip companies.

Mutual fund product offerings are inherently at parity, making it a big challenge to differentiate. When it comes to BlueChip funds the common repetitive communication theme across the category was focused on the dependability of large caps and the word ‘bluechip’

Thus the intent was to position the fund uniquely in a sea of sameness that exists around BlueChip Mutual Fund category communication and make the communication simple and lucid enough to provoke an enquiry

We explored the facet most critical to the fund - safest bet when it came to mutual fund investments as the companies were time tested and reliable.This demanded that the fund be positioned as a ‘must have’ in the portfolio of any investor.

To ensure relatability we elevated the ‘must have’ to a hyperbolic stance comparing it to all the must-have combinations in everyday life. A juxtaposition that was extremely simple - imagine a milk without milkshake, a city without roads, gold without its sheen equating to a portfolio without a bluechip fund.

Making bluechip funds as the fundamental of any portfolio we enabled an inquiry - Shouldn’t I have a bluechip fund in my portfolio?

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Mahindra Rural Bharat and Consumption Yojana - The flagship fund for Mahindra Manulife Mutual Fund was launched as a thematic fund personifying the intent of celebrating the bolstering rural economy of the country. The fund was focused on investing in companies that are playing an active role in the rural parts of India focused on driving consumption.

Generating interest in this fund required the communication to lend a demonstrable insight into the dramatic change in lives of rural Indians in current times. The best representation for the same came from understanding how consumption, behaviour, habits and lifestyle of the new age rural consumer have shapeshifted owing to internet penetration, seamless access to mobile phones and availability through ecommerce.

The story narrated through the viewpoint of the younger kid travelling to the city, living the aspiration and communicating the story about his family back home. He tells the story of how shelf spaces have transformed, so has the kitchen, evolving tastes and preferences, modernised business models replacing the old ledgers, roads, access and possibilities making the village almost citylike.

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Mahindra Manulife Mutual Fund erstwhile Mahindra Mutual fund was launched in 2016 with a special focus on semi-urban rural markets. Focused on long term capital growth through investments in both large cap and mid cap stocks , Mahindra Mutual fund Top 250 Nivesh Yojana was launched to arm the investor with the power of benefiting from the Top 250 stocks in the market.

Positioning the fund was critical especially in a category that is usually a blur with multiple scheme offerings and little scope for segregation in the minds of the consumer. The ability to generate a genuine inquiry from the consumer lies in the provocation one can initiate with their communication intent and positioning.

Delving into the product structure, the uniqueness was overt, the product allowed for a dual advantage to the consumer - large caps that provided stability and mid caps were the potential growth opportunity drivers. A product that does both for an investor offers the best of both worlds, then what else would you look for. A simple articulation that helped the fund take an exaggerated stance proclaiming - Isse Zyada Aur Kya Chahiye (What more do you need)

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Crafting engagements that are not brand out but that truly stimulate the audience. Enable brand interaction that’s not dissonant creating real value. Instagram Stories, as a feature that allowed stacking multiple moments showcased as a slideshow format. This specific feature was exploited to reimagine the existing Instagram ecosystem and create an interesting engagement using Tekken, one of the most popular games from the E-sports world. Tekken ecosystem has two characters fighting each other and the fight sequence was dissected into multiple moments to create a seamless story that users could engage with. Tekken inspired Instagram innovation instafight relived the frame by frame breakdown of the finale match to summarise all the action in one innovation engagement contextual to the millennial universe.

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences

Accolades

Further, in just a little over 3 years, Sparkt has won Bronze Mobile Agency of the Year at Campaign South Asia and won the Grand Prix in 2017 at CIDCA, with the overall medal tally of 35 in 2017.

With Shortlists for Digital, Mobile & Social Media agency of the year at Campaign South Asia with an overall medal tally of 22 metals in 2018 across award shows & categories

value Ecosystem

At Sparkt, we uphold the necessity to demonstrate impact driven by true-value that provides a solve for long term impact v/s a short-term solution..Simply put, Sparkt’s focus is hinged on the following definitives.

VALUE FOR BRANDS

VALUE FOR BUSINESS

VALUE FOR CONSUMERS

VALUE FOR Sparkt

VALUE FOR BRANDS

  • StarPlus
  • Mahindra Mutual Fund
  • PRO KABADDI
  • TOTAL
Digital
Consulting
Communication
Content
Experiences
Technology
Influence
Marketing Sciences

Star Plus has always stood for the gender cause, encouraging women to stand up for their identity. The brand believes that when a womans limitless potential gets unshackled, she has the power to impact and influence her world. With this belief Star Plus challenged age-old gender stereotypes in the country through the brand philosophy of “Nayi Soch”

Featuring India’s cricket icons - MS Dhoni, Virat Kohli and Ajinkya Rahane the campaign had them proudly adorn their mother’s names on their jersey instead of their own of father’s names which has been an unsaid tradition well underlining the fact that one’s identity is derived equally from one’s mother.

Raising the conversation to a billion imaginations, the Indian cricket team entered the field for an international match wearing jerseys with their mother’s names inspiring the world at large.

Star Plus has always upheld the gender cause, encouraging women to stand up for their identity. The brand believes that when a womans limitless potential gets unshackled, she has the power to impact and influence her world. With this belief Star Plus challenged age-old gender stereotypes in the country through the brand philosophy of “Nayi Soch” Taking this legacy forward, Star Plus demonstrated the philosophy of “Nayi Soch” by focusing on the role of the mothers and their ability to influence the individuality of men when they grow up

StarPlus celebrated the contribution of the mother leveraging Mother’s Day as an aperture through a thought-provoking statement - Made by Mom

A special mother’s day communication in the form of a music video celebrated the impact that of a mother on her child’s life. The film turned the spotlight on the learnings that the mother embodies in her son and the way they reflect in his upbringing, especially in context to how he treats other women in his life.

Taking forward the gender cause, StarPlus articulates it’s brand philosophy of ‘Nayi Soch’ with apertures that celebrate the same.

With over 10 million establishments in India, it’s common practice to have business names with ‘And Sons’ as a suffix. Challenging this norm, Star Plus joined hands with one of the finest actors in the country - Aamir Khan, to produce a thought-provoking film.

The intent was to establish the fact that daughters are equally capable of bringing laurels to their families and society and it is time for fathers to step up and inspire their daughters with confidence and self-belief. The symbolic act of naming the store ‘And Daughters’ is a global first in thought and reinforces a positive role model that could have a potential ripple effect in the country.

StarPlus commands a substantial footprint reaching over 170 mn million viewers all over the country. Sparkt & StarPlus have been a significant association with Sparkt playing an integral role in demonstrating the brand philosophy, deeply aligned with business objectives, co-creating ambitions, exploring newer avenues for reaching out to incremental audiences.

CHAMPIONING THE PHILOSOPHY

In 2017, Star Plus in 2017 challenged age-old gender stereotypes stimulating nationwide conversations in the country through the brand philosophy of “Nayi Soch”. Creating magnanimous disruptions through trendsetting disruptions & owning topical apertures Sparkt championed the philosophy to deliver scale & impact never seen before.

StarPlus was all set to retell the story of Anurag & Prerna with its iconic show Kasautii Zindagii Kay making its grand return. .The challenge with a show that boasts of a cult following is that the existing fans are staunchly in love with the original. With the new breed of consumers it becomes critical to establish relevance in a way that the communication connects to them without alienating the existing fan core.

Leveraging existing fandom around the show familiar elements like the red dupatta and the title track a promo was released with both the characters as silhouettes. This was supplemented with web-exclusive teaser gifs recreating a visual and aural experience invoking unparalleled nostalgia.

As the core took the excitement to a frenzy, the buzz around the show grew and as a testament to the efforts, news about the Kasautii Zindagi Kay coming back reached beyond the core to being discovered by newer audiences.

For Kasautii Zindagii Kay, experience zones were set up across cities allowing for an experience that is synonymous with the show. The outcome was them being cast against the title track with an interplay and interaction with show elements giving people a chance to feel the romance that the show brought along.

Making characters memorable and relevant through focused character building was critical to the show building exercise. Anurag was built using Prerana's point of view inherently building both characters signifying the bond between the two. Efforts took into account multiple aspects of Anurag & Prerana, talking about traits, behaviours, inclinations and opinions.

NARROWING THE AUDIENCE BRAND DIVIDE

Affinity for a GEC like Star Plus is built through its content, however affinity to the content is driven by it’s characters. This made it critical for the Sparkt to focus on narrowing the divide between the audience & their favourite characters to enable a deeper connection with the brand.

This was achieved with leveraging context and topical apertures where characters had their say in light of the context, creating parallel long format content to hyperfocus on character traits & quirks, making character traits relatable to everyday. The hallmark of this exercise was shows namely Har Shakh Pe Ullu Baitha Hain, a political satire & Kulfi, story of a gifted kid who can create & sing songs about anything & everything. Sparkt deployed a robust character building effort popularising characters the testament to the effort was character recall scores scaling the top ladder of all characters across GEC’s. Kulfi was rated number 4 on recall scores & Puttan a sidekick of the lead ChaituLal stood out as a significant outcome.

GARNERING ATTENTION FROM YOUNGER COHORTS

StarPlus as a GEC channel has myriad of shows, however the consumption trends showed lack of participation from younger cohorts.Younger populace seek unique experiences and look at the world through their screens. Conventional, linear frameworks that most brands deploy no longer seem relevant to the audience making it critical to create stimuli which can be leveraged to create memorable experiences that are agile, multi-platform, multi-device.

LIVE content

with all its challenges was intrinsic to efforts with campaigns dominated with a second screen experience form Nach Baliye 8 to the grand culmination of TED Talks Nayi Soch hosted by Shahrukh Khan as a half hour LIVE interaction on Facebook.

Socially powered non-linear storytelling

Driven through Innovative content formats enabled thumb-stopping discovery & real world impact. Evidently reflected 8th season of Nach Baliye racking up close to a billion views on social media. followed by Dance+!

Social Experiments as a content marketing format

Speakers at TED talks India Nayi Soch covered a range of topics. The magnification was provided by an interesting exercise - TED Social Experiments which allowed for the thought to be manifested through a real life reflection. Social experiments as a content marketing format lend a mirror for people to react, reflect & proving to be an effective modality.

Contextual Platform Interventions

To allow for an involved sampling experience, it was critical to aberrate the usual common parlance of consumption. Leveraging the hotstar ecosystem, a first it’s kind mid-roll ads were integrated with Hotstar content where Chaitu Lal abruptly appeared in the videos to deliver a promise in context to the show being watched and the characters.

Leveraging a relevant & polarising stimuli

Younger cohorts gravitate towards stimulus that is polarising and is relevant to the cultural fabric. Thus for Ikyawann, story of a girl named Susheel who challenges the existing norms of society, a powerful polarising stimulus was crafted to invoke substantial conversation through #notshaadimaterial

The impact was substantial with over 3.6mn views and a reach of 10mn. Further, the show witnessed 22% increased viewership for the 8.30 p.m. slot.

Integrated
Consulting
Communication
Content
Experiences
Technology
Influence
Media
Marketing Sciences
Mahindra Pragati Bluechip Yojana

Mahindra Manulife Mutual Fund erstwhile Mahindra Mutual fund was launched in 2016 with a special focus on semi-urban rural markets. Mahindra Pragati Bluechip Yojana was launched as a large-cap equity fund investing only in the top 100 blue chip companies.

Mutual fund product offerings are inherently at parity, making it a big challenge to differentiate. When it comes to BlueChip funds the common repetitive communication theme across the category was focused on the dependability of large caps and the word ‘bluechip’

Thus the intent was to position the fund uniquely in a sea of sameness that exists around BlueChip Mutual Fund category communication and make the communication simple and lucid enough to provoke an enquiry

We explored the facet most critical to the fund - safest bet when it came to mutual fund investments as the companies were time tested and reliable.This demanded that the fund be positioned as a ‘must have’ in the portfolio of any investor.

To ensure relatability we elevated the ‘must have’ to a hyperbolic stance comparing it to all the must-have combinations in everyday life. A juxtaposition that was extremely simple - imagine a milk without milkshake, a city without roads, gold without its sheen equating to a portfolio without a bluechip fund.

Making bluechip funds as the fundamental of any portfolio we enabled an inquiry - Shouldn’t I have a bluechip fund in my portfolio?

Mahindra Rural Bharat and Consumption Yojana

The flagship fund for Mahindra Manulife Mutual Fund was launched as a thematic fund personifying the intent of celebrating the bolstering rural economy of the country. The fund was focused on investing in companies that are playing an active role in the rural parts of India focused on driving consumption.

Generating interest in this fund required the communication to lend a demonstrable insight into the dramatic change in lives of rural Indians in current times. The best representation for the same came from understanding how consumption, behaviour, habits and lifestyle of the new age rural consumer have shapeshifted owing to internet penetration, seamless access to mobile phones and availability through ecommerce.

The story narrated through the viewpoint of the younger kid travelling to the city, living the aspiration and communicating the story about his family back home. He tells the story of how shelf spaces have transformed, so has the kitchen, evolving tastes and preferences, modernised business models replacing the old ledgers, roads, access and possibilities making the village almost citylike.

TOP 250 Nivesh Yojana

Mahindra Manulife Mutual Fund erstwhile Mahindra Mutual fund was launched in 2016 with a special focus on semi-urban rural markets. Focused on long term capital growth through investments in both large cap and mid cap stocks , Mahindra Mutual fund Top 250 Nivesh Yojana was launched to arm the investor with the power of benefiting from the Top 250 stocks in the market.

Positioning the fund was critical especially in a category that is usually a blur with multiple scheme offerings and little scope for segregation in the minds of the consumer. The ability to generate a genuine inquiry from the consumer lies in the provocation one can initiate with their communication intent and positioning.

Delving into the product structure, the uniqueness was overt, the product allowed for a dual advantage to the consumer - large caps that provided stability and mid caps were the potential growth opportunity drivers. A product that does both for an investor offers the best of both worlds, then what else would you look for. A simple articulation that helped the fund take an exaggerated stance proclaiming - Isse Zyada Aur Kya Chahiye (What more do you need)

Integrated
Consulting
Media
A STRATEGIC ASSOCIATION

Sparkt’s association with Pro Kabaddi League has been a strategic one with the mandate focused on creating a master plan that guides the now and the impending future covering multiple vectors - the sport, the teams, the players, the fans & the brand Pro Kabaddi League. The 5 year vision entails an understanding of the overall sports league ecosystem in the country and the underpinnings that guide the motivation, the fandom, brand projection, ethos, current cultural code, trends that define the future and the fitment that PKL will find amidst this all.

UNIQUE CHALLENGES

Pro Kabaddi League finds itself in a unique position with equally unique challenges. The sport Kabaddi has its genesis in grassroot India and thus carries the baggage of being ‘uncool’ and thereby not aspirational. Further, the teams & players haven’t carved out a niche for themselves with fandom that’s still restricted to geography. The strategic roadmap enlists an approach that enables the team to own a part of the fans mind beyond geography, creating a personality, projection & culture going well beyond local patriotism.

QUANTIFYING FANDOM

Leveraging data signals enable a translation of fandom that’s quantifiable allowing identification of the fan and creating a pyramid segregated basis involvement creating hierarchies that can be serviced and distilled into a focused fan programme.

ENGAGING YOUNG COHORTS

A sports league like PKL which has innovated the format of the game itself shifting it from mud to mat has reinstated the world view of Kabaddi. However it struggles to keep the young Indian involved and engaged as his exposure and interest in the ‘new’ & ‘cool’ is evident through the unconventional choices he makes and the social currency that comes along. Exploring newer channels of engagement and bringing Kabaddi into everyday conversations through tactical pop culture inclusion became critical as an ongoing effort to ensure recall, relevance & delight.

Digital
Consulting

Total,the world’s fourth-largest oil and gas company, and a major integrated player in low-carbon energies approached us with a unique problem.

INTENT

Total, being committal to climate concerns, intended to own ‘road safety’ as a cause that's relevant to the brand universe and scalable, seamlessly embedding the TOTAL brand DNA. As a derivative the objective was also to augment spontaneous awareness for Total Lubricants from 15% to 30%

APPROACH

Most road safety initiatives turn out to be communication out focusing on only one aspect of road safety - the road, the driver or the vehicle assuming that if people knew it they wouldn’t do it’. Taking into account a human insight that decisions are not always the result of rational thought however are the result of our habits, feelings, biases, circumstances Sparkt manifested the output in a way that broke the traditional frame of road safety campaigns.

SOLUTION

The proposed solution was a physical product that leveraged technology augmented by Human Interaction Data to create an ecosystem of live intelligence connecting drivers, cars and roads. A golf ball-sized physical device loaded with a set of sensors that sits on the dashboard, replicating the three rings of the Total identity itself reacting to the driver’s decisions on the road with peripheral light and sound signals in the now.

With ‘protecting people’ as a philosophy at the core of the brand, the solution delivered a Total Solution to Road Safety.

ADDING TANGIBLE VALUE THROUGH CREATIVE APPLICATION OF TECHNOLOGY

Technology

Content, Communication & Media enable discovery and generate interest for the consumers which leads them to experience the brand at the point of discovery and incrementally at the point of consideration. At this juncture XMS forms the experience layer of the vortex powering digital destinations and assets of our clients. From baseline CMS features i.e Horizontal Offering that any marketeer would require to run their digital assets seamlessly.



Content, Communication & Media enable discovery and generate interest for the consumers which leads them to experience the brand at the point of discovery and incrementally at the point of consideration. At this juncture XMS forms the experience layer of the vortex powering digital destinations and assets of our clients. From baseline CMS features i.e Horizontal Offering that any marketeer would require to run their digital assets seamlessly.





To Powering complex requirements for digitally enabled business channels following general best practices of process, channel & automation while fine tuning requirements to industry specific requirements i.e Vertical Offerings that empowers business and sales team to drive a business in a digital consumer economy.



With XMS we are building synergies powered by the interdependence of our collective expertise skills, practices while embedding technology, data and full scale creative efficacy to unlock business value and efficiencies.

Built for Scale

Multidimensional platform built around Microsoft Azure and .NET Framework. Meeting most base enterprise grade requirements and as any other system from IBM or Adobe while offering extensive flexibility enabling a seamless co-existence between your brand and business, imperative in today's consumer-driven digital economy.

Realtime Programmatic Inputs

Since the platform forms a nucleus of any digitally enabled business its best suited to aggregate data from various source and push it Real Time to any programmatic audience marketing suite to act upon Realtime beyond the data it gets from google and Facebook directly.

BASE HORIZONTAL & CUSTOM VERTICAL SPECIFIC DEPLOYMENTS
BASE HORIZONTAL DEPLOYMENTS
MARKETING SCIENCES IN ACTION

Marketing sciences implies application of data signals to all aspects of Sparkt’s offerings from communication, content, media, experiences & service design enabling a substantial value proposition for consumers & equally to our client partners.

With creativity being the hinge between data & technology Sparkt has been able to create robust narratives that have influenced content, built cohesive communities & created real world impact.

Marketing Sciences enables quantification, analysis & appropriation of data signals at three levels - Brand Metrics involving social volume, sentiment PR, conversation influence, recall, Media metrics involving clicks through rates, acquisition costs & Business metrics ranging from adoption, views etc.

Analysing metrics powers the ability to define the qualitative signals combining varying reaction parameters expressing, likeness, shareability, SOV, to influence the communication and content inputs to deliver a nuanced experience.

USports launched UCypher, India’s first of a kind multi-game, multi-platform e-sports gaming championship. With the intent of promoting e-sports as a serious form of ‘sport’ and positioning U Cypher as the enabler platform, Sparkt adopted a novel approach to content and engagement powered by data & insights. Augmenting data signals through a realtime dashboard helped produce creative responses across multiplatform content to engage an audience that was linked by a common passion of gaming. The UCypher community was intimate and hyper involved resulting in 3X higher reach, share of voice & influence in conversations than the broadcaster, a well established legacy youth brand MTV. The online community across Facebook, Twitter, Instagram and Youtube grew from 1.5K to 878K.

Business Metrics applies parameters that facilitate a deeper understanding of consumers through behavioural data inputs, transaction patterns, responsiveness to stimuli, stakeholder contribution to bolster business efficacy.

Demo Dashboard

PEOPLE & CULTURE

Our Growth is attributed to the people who are a part of this organisation. We believe half of our value will come from culture & excellence alone. In an industry which is shapeshifting every day, it is critical to blood our thoughts, ideas and deeds with stimuli and inspiration that comes from cutting-edge of international creativity across practices and disciplines.

Culture that intrinsically connects everyone at Sparkt to make a collective neural network of emotional intelligence that can detect or tap into real insights, shape unconventional but feasible possibilities, create in-house value with an evolving archive of evergreen ideas, and become responsible for the future. The vision is and always has been to forge a team of multi-disciplined members with expanded horizons and interests that become valuable professionals anywhere in the world.

Culture as an aspect was taken into account even when we engineered our workspace. On weekends the work desks fold up to the ceiling to allow for experimental art exhibitions also allowing a chance for people at Sparkt to open up to new and novel ideas and express their creativity.

Self-Governance

The Pratice is built on a no follow-up culture. There are no fixed timings or rules that define ones commitment rather we allow our people to demonstrate it with efficiency in delivery and quality of work.

We believe in managing by walking around rather than an approach that has to do with hierarchies. We encourage autonomy which leads to purpose and ignites passion when coupled with a conducive environment.

Passion is essential to our business as IQ maybe required to win a business but EQ is equally important to make a tangible impact for a client’s business.

Most of our clients tend to have a linear approach largely due to the size and complexities in their businesses. We like to be that little anomaly, that little spark that can grow into a flame to fire up their appetite.

Truth

Another fundamental pillar in which we take great pride. We are in the business of consulting and that often means we need to be asking hard questions and coming up with solutions which are unique which adds value to our clients’ business. It requires us to be honest with our clients and ourselves.

In many ways in order to truly enjoy a environment that encourages self governance one needs to be true to themselves and their peers. So without truth there can be no self governance - the relation is rather symbiotic.

Transparency often makes complex areas of concern much simpler to overcome.

Value

The only reason anyone ever adopts a service is if it is a necessity or adds value. We are not in the business of justifying the necessity.

However we do strive to add value in every aspect of our ecosystem not only to impact our client’s business with tangible measures but even the people who are a part of our organisation if we can add a little to someone’s growth and/or development it would give us immense satisfaction.

Choices

Making choices in business like in life eventually decides the experiences one can have or the place one lands up at. We like to be selective about the people we on board not everyone is comfortable working in a fluid environment or open to be comfortable in the uncertain.

Same applies to businesses we associate with we like to create value, sometimes perspectives and expected outcomes cross rational boundaries. We don’t believe we can add value on irrational grounds so we think it is better to let go of potential engagements, rather then pursuing them for short term monetary gains.

INDUSTRY CONTRIBUTION

The genuine endeavour to explore all that’s beyond pushes us to be in a perpetual state of experimentation. Enabling amplified exchange of experiences and collaboration of capabilities these experiments begin at our office space.

Blackout Exhibition

Blackout Festival / KYTA is Mumbai's only annual apartment festival researches sub-cultural practices and experimental creativity bringing them together to produce an experiential manifestation of the missing ‘underground’. Sparkt is a creative contributor to the project as a part of our vision to become an alternate culture destination.