Masala Digital

Marketing Masala in the Digital Age


What is Lively?

Lively is a 3D virtual experience that is the newest addition to Google labs. It is available through a browser plugin for Firefox and Internet Explorer. It is Windows only for now. Lively does not feature one coherent world like Second Life but splits worlds up into different rooms. Lively was originally developed as a 20% project by Niniane Wang.

Google Lively is billed as a “chat experience” using avatars. Google says, “You’re about to embark on a chat experience in which you can communicate and express yourself using avatars in your very own space. Choose an avatar and use it to make friends and chat. Create rooms, decorate them to your liking, and make sure to invite your friends over.”
Choose a Google Lively room

What all does it offer
Lively runs completely in the browser and you use your Google account to log in and create your own avatars.

What all can you do on lively

Within the world, you can interact with other users, very much like you would do in Second Life. You can also watch YouTube clips on virtual TVs and share your own photos.

Users can choose from a number of preset animations for their characters, ranging from shaking hands with others, to applauding, crying, etc. By double clicking on certain items in the virtual world, users can also often activate some preset animations such as sitting down on a chair or jumping off a dive board.

Setting the plugin up and creating an avatar is a very simple process. Creating rooms, too, seems quite easy, as you can quickly import a number of templates to get started. Currently, all virtual items for Lively are for free, but chances are that Google will start charging for premium items in the future.

For now, the content in Lively is being created only by Google, though over time, they are planning to allow users to start creating their own content as well.

Rooms can be easily embedded into any webpage and worlds often launch with a basic skeleton of the room within just a few seconds.

Here’s how it works

Choose a Google Lively room

• From the Room List, click the title of the room you’d like to visit first.
• Use the tabs at the top of the page to sort rooms by most popular, most visitors, or newest.
• Once you’ve added friends or created a room, the My Rooms and Friends’ Rooms tabs will also be handy.

Choose your Google Lively avatar

• Click My Avatar on the right sidebar.
• Click the avatar you like and choose Select Avatar (your avatar changes instantly).
• Once you’ve chosen the one you want, click the X to hide the menu.


Change your Google Lively avatar’s clothing

To change your outfit, check out the styles available in the wardrobe picker. Here’s how:

• Click My Wardrobe on the right sidebar to open your wardrobe.
• Browse or search the options in your wardrobe inventory and select items to wear. When you double-click an item, it’ll appear on your avatar instantly. You don’t have to close the window to find out if you like the look.

If you don’t like how something looks on your avatar, go back to your wardrobe, left-click on the item, and choose Remove Item.

If you want more wardrobe options, add new stuff to your inventory by o quickly change your entire outfit, click my avatar and choose I’m Feeling Lucky. You’ll see the new duds on your avatar instantly.

Create your own Google Lively room

• Click new room and choose Create New Room to start the process.
• Look over each tab and choose what you want your room to look like, the permissions you want to grant visitors, and whether you’d like to play music in your room.


Lively lets you have the world available where you want it, rather than forcing you to go to a certain space. Or, as Google puts it: “It’s integrated with the Internet. It’s not an alternate destination. Our intention is to add to your existing life.”






What is Piclens? 

It’s a free browser plug in from Cooliris, which provides astonishingly good image browsing facilities on the web. The best way to describe PicLens is that it’s a like the slideshow feature in Picasa or a similar photo viewing tool, but applied to web pages. Clever use of zooming, panning and 3D style presentation not only improves your ability to scan, but is also visually stunning. Piclens provides full screen immersive picture browsing of web sites that support Media RSS.

How and where it works 

To use PicLens, a user clicks a small translucent icon   that appears atop the image of   interest once the plugin is installed. The PicLens slideshow interface appears and the user can move from one photo to the next or press play and enjoy the show. A user can intuitively browse images within search results, photo albums, and Media RSS enabled websites.

Support is currently provided for Flickr, Facebook, Friendster, Picasa Web Album and image search results from Google and Yahoo. Site owners can add support to any site with photos by including Media RSS support.


What you can do on Piclens.

3D Wall

Transform your browser into a full-screen, 3D experience for online photos and videos

3D Video Search

Fly through 1000s of You Tube videos faster than you’ve ever imagined possible


MSNBC, ESPN, movie trailers…Get the latest news, photos, and video feeds

Shop Amazon

Browse products from Amazon in a new virtual window shopping environment



The full screen rendering does require a decent internet speed when displaying large photographs, but visually the results are stunning. This Firefox plugin is going to find a lot of fans very, very quickly



The Solutions|Digitas “We”deo!

We created a short music video to showcase the India team at the Digitas Global Meet in Paris last month. The video titled “ Right Now @ Solutions Digitas”, is a inspired by Van Halen’s 1991 hit “Right Now”.
You can view it right here!

Concept, Script, Visualization, Direction & Presentation by: Nikhil Sarup (Squintedeye Media!).

If you haven’t seen the original video, watch it here:

The new-look Intel Youth Network is live!

Intel has completely revamped its initiative for the Indian youth, with the launch of Intel Youth Network (


Targeted at the tech-focused youth, the community focuses not only on technology, but also features information on exciting career options and some interesting on-site games to engage the audience. The youth Network is a one-stop shop for the youth to find interesting & relevant information, understand computing-related technologies, refer friends to win rewards, participate in exciting games & contests and  a lot more.

The network also offers an innovative web-based referral scheme, wherein members can pass on PC-sales leads that they may come across within their peer group/friends/family to GID’s (Genuine Intel Dealers) and earn exciting rewards upon closure! This in our opinion is one learn & earn program that is relevant, exciting and can be utilized with minimum fuss!

Bigger plans are afoot to make the website even more relevant & focused in the coming days.

Solutions|Digitas designed the new look and feel and worked with Intel in bringing in content partners. They also are managing the website and will be responsible for future updates, promotions et al. Solutions|Digitas’s involvement is not just limited to the online aspect of the program. They are also actively managing all on-ground promotions including those at colleges, malls & multiplexes.

You can join the network here!

Publicis Groupe Launches VivaKi

VivaKi – A New Growth Engine for the New Media and Digital Environment

Paris, June 25, 2008 – Publicis Groupe today announced the launch of VivaKi, a new
strategic initiative designed to significantly improve the performance of advertisers’
marketing investments as well as boost Publicis Groupe’s growth in the context of rapidly
expanding digital markets. VivaKi will be led by Managing Partners Jack Klues and David
Kenny, both members of Publicis Groupe’s Management Board.

VivaKi will take advantage of the combined scale of the autonomous operations of Digitas,
Starcom MediaVest, Denuo and ZenithOptimedia to develop new services, new tools, and
new partnerships. The strategic move reflects Publicis Groupe’s conviction that a totally
new and more integrated organization of the  media, interactive, analog and digital
universes is necessary in order to leverage scale and technological innovation, the key
determinants of future success.

Maurice Levy, Chairman and CEO  of Publicis Groupe, commented: “The explosion of
digital over the last ten years has led to a revolution without precedent in economic history
— in terms of the incredible speed of change, its geographical reach and its depth (the
world today has at least 1.7 billion Internet users).  Our societies are being transformed
before our very eyes: the way people are  educated, gather information, entertain
themselves, meet each other, dialogue and  do business is being  profoundly influenced
around the planet by the digital, interactive and mobile phone environments. Our business
is undergoing equally vast changes. We are witnessing the creation of new global giants
(such as Microsoft, Google and Yahoo) as well as a redefinition of our business models
thanks to the blurring of boundaries: geographic, professional, as well as between content
and distribution or  roles regarding content generation.

In order to help our clients rethink their marketing and improve the performance of their
media investments in this new world, we have built a leadership position by integrating
digital capabilities in all our agencies, by acquiring Digitas and through striking innovative
partnerships with new players such as Google.

We are today taking a decisive and transformational step by profoundly modifying the
Groupe’s organization, by redirecting investments toward digital and by instituting a
significant change in our professional approach. All these changes will make our agencies
and networks even more competitive and will help our clients build better connections with
their audiences by increasing the efficiency and productivity of their marketing
investments. In reinforcing our leadership in  these new areas, we fully intend to benefit
from the surge in this sector’s growth  and to win substantial  new market share.”

The VivaKi Difference

VivaKi is sharply differentiated by four essential elements:

1. Scale – this is a key factor unleashing value for our clients as they face large new actors
in the media landscape. Publicis Groupe today has the necessary size for global
leadership in its sector. The Groupe is now further leveraging its scale by aligning
resources and the power of its operations under VivaKi.

2. Innovation – by building the VivaKi Nerve Center at the heart of the new entity, Publicis
Groupe is fulfilling several objectives:

•  Creating the world’s largest center for developing the new technologies necessary
to our clients’ future growth

•  Making the resources of the VivaKi Nerve Center available to all Groupe entities,
including our creative agencies

•  Bringing our clients the best solutions to improve performance marketing, relations
with platforms (MSN, Google, Yahoo) or social networks (MySpace, Facebook, etc),
as well as integrated media solutions  and the optimization  of data analysis and
return on investments.

3. Technology – the approach of Publicis Groupe rests on Open Source systems giving it
access to all available innovations and solutions. Proprietary tools will however be
developed, such as Navigator® and Insight Factory®. Links will be developed with digital
platforms, cable operators, telcos and media  supports to improve exchanges and to
benefit form leveraging scale.

4. Talents – with the shaking up of our industry, new more flexible and more diversified
talents — liquid talents — will be critical. Finding and developing such talent will be a core
competency of VivaKi, through the new training and career development programs offered
by its Talent Development Platform.

The different entities (Digitas, Starcom MediaVest, Denuo and ZenithOptimedia) will
continue to develop solutions specific to each of their clients, in a totally independent way
– all supported by the VivaKi Nerve Center and the Talent Development Platform.

The VivaKi Management Teams

Jack Klues and David Kenny are Managing Partners of VivaKi, functions which reflect a
shift from a traditional hierarchical management approach.

Within VivaKi, David Kenny will focus on identifying advantages linked to scale (VivaKi
Nerve Center, Talent Development Platform and Technology); Jack Klues will be
responsible for growing and developing brand-specific solutions.

According to David Kenny: “VivaKi’s scale creates unparalleled advantages for our clients.
It allows us to invest in training and developing the best talent, to sustain the strongest
open-source technology platform, and to provide strong and impactful solutions to our
media partners.”

Laura Lang is promoted CEO of Digitas replacing David Kenny.

Starcom MediaVest, ZenithOptimedia and Denuo will continue to be led by their current
CEO’s – Laura Desmond, Steve King, and Rishad Tobaccowala.

Curt Hecht will lead the VivaKi Nerve Center.

Renetta McCann will organize and activate the Talent Development Platform.

Said Jack Klues: “Starcom MediaVest Groupe, ZenithOptimedia and Digitas will take what
they need from VivaKi to strengthen their existing operations. They will continue to operate
in a completely independent way, developing customized solutions for clients. At the same
time, these clients will benefit from VivaKi’s ability to deliver proprietary tools as well as
advantages of scale — helping clients reinforce links to consumers in a more cost effective

The VivaKi Name

The name VivaKi is derived from the word “viva” which means life, and “ki” (or Qi) which is
often translated as energy flow.  According to Lévy, the Groupe sought a name that
signified a new frontier – a new lead solution in the digital era.

Less Is More

So what is it that evades a mail recipient’s attention?
According to Gary Levitt and Rob Lubow,who run marketing profs,a marketing blog, “In an attempt to break from the herd, many email marketers ironically adopt a herd mentality of more clutter, more content, more MORE.” Well, that’s exactly the wrong thing to do, apparently.

In email, less is more, Levitt and Lubow say. To help you understand the need to simplify your e-outreach, they offer three key questions to ask yourself before your next email campaign:

What kind of email do you want to receive? A personal note from a good friend is likely at the top of your list. And even then, you don’t expect more than a couple of lines of text.
How much time will someone invest in an impersonal marketing message that’s also sent to thousands of other people? The answer: Not much. Instead, “[B]e a friend,” advise Levitt and Lubow. “Keep it simple. Keep it nice. Make a good subject line that’ll earn those 3.5 seconds you need to get your simple message across.”
Will your message be sharing space with ads? Gmail, AOL and Hotmail are just a few of the providers that frame email with ads these days. “There’s only one way to stand out from all those ads,” the authors claim. “[L]ook less like an ad.”
“Once simplicity is embraced, you’re free to converse plainly with your clients—easily and often. Designers, template-selection, and deadly cross-service compliance issues fall away. Your readers save time, too, and love you for it.”

Amul creates a presence in Second Life

Reported by Kapil Ohri @ AFAQs

Amul, which established its presence in Second Life in March by setting up its virtual parlour, is now working to expand its presence in the virtual world.
Trimensions, a Gurgaon based company, is helping Amul to develop its existence on Second Life. Rahul Dutta, chairman and managing director, Trimensions, says, “Amul is planning to buy eight-10 islands, equal to 160 acres of virtual land, in Second Life to set up a simulation of its production and distribution facility. The objective behind launching a virtual setup is to demonstrate its functioning to the consumers, and experiment with any change in the production or distribution system virtually before executing it in the real world.”


Screenshot of Amul Ice-cream parlour

Dutta adds, “Setting up ice cream parlours on Second Life was actually a pilot project. It will take around six months to launch the virtual Amul setup on Second Life.” The Amul ice cream parlours showcase topical ads of Amul starting from the late 1990s, Amul TV commercials and product displays.
Before Second Life, Amul’s presence in the online world was restricted to (a corporate website), (showcasing short films and TVCs related to Amul) and (to sell ice cream).
Second Life is an Internet enabled virtual world in which users can create their virtual identities. These identities can move around, interact and socialise with other users. Members of Second Life can participate in individual or group activities and create and trade items like virtual property and services with each other. A member has to pay for the space he purchases on Second Life. Second Life is developed by Linden Lab, a company based in the US.

Around 13 million users worldwide, including 50,000 Indians, are registered with Second Life.

© 2008 afaqs!

Aditya Srivastava at Solutions|Digitas came across an interesting concept – "But Why"..that has a whole site dedicated to it…

Simple and addictive, it showcase three kinds of Butwhy’s:

Butwhy board: Ask your "but why" questions. e.g. Washing liquid contains real lemon, while a lemonade contains artificial flavor..But Why?

Butwhy photos: same concept in photos..e.g.


Butwhy stories: tell a story and ask the reader-butwhy? visitors can them offer interesting answers to a given situation.

There even is a contest on – post your butwhy to win exciting prizes. I do not think this is an individual’s attempt..and in any case, given their massive showcase of a popular model, it seems something is cooking.

Overall, pretty interesting..Looking forward to find out more..

iPhone 2.0 launch – the marketing hype

given Apple’s habit of creating a bang, the latest gossip doing the rounds is the launch of iPhone 2.0. Forget about company sponsored leaks, the way apple news spreads, and conclusions derived, is all pure marketing genius. And it’s all go to do with the product’s hype value – and the obsession apple fans have for the brand.  Read more to understand the madness:

Reasons why Apple iPhone will be launched on 15th June:

1. Apple 24-hr store closed on May 29th on account of a commercial shoot. The only two times the store was shut previously was when the iPhone and OS X Leopard were launched.

2. AT&T sent all retail sales employees a no-vacation blackout memo between June 15 and July 15. Being the only carrier for iPhone 2.0, the assumption is valid that its all thanks to the launch. The same thing happened when iPhone was originally launched.

3. This is the weirdest. Fortune published a report on a major spike in Ocean Containers labeled "electric computers" by Apple. This is direclty being refered to the 3G-enabled iPhone 2.0 that has apparently been shipped from Apple’s two major Asian suppliers!

Compared to all other brands who love to leak stories, in Apple’s case, the non-leak formula seems to be the most effective!

Stay glued to your PC on the 15th! Love it or hate it, you want to know what’s next as far as Apple is concerned!

Guerilla marketing

Guerilla marketing is an unconventional marketing intended to get maximum results from minimal resources.

Coined by Jay Conrad Levinson, Guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.

Levinson identifies the following principles as the foundation of guerrilla marketing:

  • Guerrilla Marketing is specifically geared for the small business and entrepreneur.
  • It should be based on human psychology instead of experience, judgment, and guesswork.
  • Instead of money, the primary investments of marketing should be time, energy, and imagination.
  • the primary statistic to measure your business is the amount of profits, not sales.
  • The marketer should also concentrate on how many new relationships are made each month.
  • Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
  • Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
  • Forget about the competition and concentrate more on cooperating with other businesses.
  • Guerrilla Marketers should always use a combination of marketing methods for a campaign.
  • Use current technology as a tool to empower your business.
A good example of guerrilla marketing was when a leading men’s magazine projected an image of Gail Porter onto the Houses of Parliament. It was a stunt that was talked about by everyone (well, nearly…certainly most men: but that was the intention anyway).

It was an attempt to get people to vote in the ‘Worlds Sexiest Women’ poll. The results were outstanding – all down to the stunt creating huge public awareness. For a small business, this would probably be a little too extreme, but you get the picture.

[slideshare id=297004&doc=304052-guerilla-marketing-1204913133402532-2&w=425]


About MD

Masala Digital is not just about Digital Marketing - it's about marketing in the digital age. The defining lines of marketing that segregated ATL, BTL & Digital hardly hold any water in the age of integrated marketing that assimilates effective practices across all available mediums to create truly integrated ideas. Masala Digital is the platform for sharing, collaborating and participating to add wings to these thoughts. You too can contribute..check out the "Contact Us" page for more information.