Masala Digital

Marketing Masala in the Digital Age

Smells like lunch!

Check out this KFC Press Release about a really innovative marketing campaign!

In a marketing first, KFC is highlighting the launch of its $2.99 Deals by placing the mouth-watering aroma of Kentucky Fried Chicken in the halls and offices of corporate America.

Forget television integrations or corporate naming rights, Kentucky Fried Chicken’s first-ever “scent-focused” pilot program teamed KFC with corporate mail rooms nationwide. Along with carrying inter-office mail, overnight packages and bills, mail carts in Washington, D.C., Chicago and Dallas delivered the aroma of freshly prepared Kentucky Fried Chicken during pre-lunch mail drops.

Through the pilot program, KFC worked with an online company, a business-to-business consulting firm and a non-profit, to include a $2.99 Deal – a plated meal including KFC’s world famous chicken, a side item and a biscuit – on the actual mail carts that pass the offices of hungry workers.

“There is truly no better brand ambassador worldwide than the signature aroma of freshly prepared Kentucky Fried Chicken,” said James O’Reilly, chief marketing officer for KFC. “And we couldn’t think of a better way to showcase the value of our new $2.99 Deal than to inject the mouth-watering scent of Kentucky Fried Chicken into the corridors of corporate America.”

To bring the sweet-smelling promotion to life, KFC collaborated with in Dallas; the Trade Association & Society Consultants of Washington, D.C.; and the Chicago offices of the Salvation Army.


More Smelladvertising:



VIA (the washing powder) ran a poster campaign in Stockholm and Malmö smells!

Push the little spout at the bottom of the poster and you’ll sniff a sample on how the washing powder smells. Or how clean clothes smell after being washed with Via.


So, smell some fried chicken, and if it gets too much, there is always the refreshing detergent smell to wash it off! Anyone for coffee beans?

More examples? Look at how newspapers are using smelladvertising to regain lost commercial revenues…here

Activism Events go Online!



We live in electrifying digital times. Events can be converged 360 degrees to involve the whole humanity simultaneously.  Add to that the fact that the internet is a great place to be an armchair activist. One can debate and interact about many issues with like minded people from around the world. With the world going digital and converging on the internet, it’s an exciting thing to take a stance and get involved.

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Take the case of Pangea Day, a unique global event concept which aimed to bring the world together through film. It started at 18:00 GMT on May 10, 2008 in Cairo, Kigali, London, Los Angeles, Mumbai, and Rio de Janeiro were linked for a live program of powerful films, live music, and visionary speakers. The entire program was broadcast – in seven languages – to millions of people worldwide through the internet, television, and mobile phones. Other than that there were happenings at movie theatres, parks, and other shared venues before the run up to the broadcasts.

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The 24 short films were featured were selected from an international competition that generated more than 2,500 submissions from over one hundred countries. The films were chosen based on their ability to inspire, transform, and allow us see the world through another person’s eyes. They taked about issues from human rights to climate change.  Details on the Pangea Day films can be viewed here.

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The program also included a number of exceptional speakers and musical performers: Queen Noor of Jordan, CNN’s Christiane Amanpour, musician/activist Bob Geldof, and Iranian rock phenomena Hypernova. The event was widely publicized through social media sites like facebook, Youtube, MySpace.   

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Today a wide array of such events can be conducted online. The best part about them is that they are interactive and global in nature. Pod casts, Webcasts and Online chats can be achieved quite simply and publicized through web. Issue based events gather a lot of buzz as internet can be an effective media for research and debate. Considering internet is the future, it definitely seems an ‘eventful’ one.

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  • Filed under: Web
  • How TV channels are using the web:

    Andreas Roell of The ClickZ Network wrote the following piece on how TV channels are using web as an extension of their presence:

    Ranjoy take note!


    NBC has a dedicated page to showcase its mobile applications. Users can download ring tones, wallpaper, and games and subscribe to text alerts from their favorite shows. For example, fans of "The Apprentice" can get text updates and tips from The Donald himself. There are also options to upload video programming directly to mobile devices.

    On the social media side, NBC has fan groups broken out by TV shows and organized according to programming schedules, which is a unique and user-friendly way to list social content. The site also has a calendar to track fan members’ birthdays. There are widgets available for download and embeddable video clips that can be added to any number of other social networking and bookmarking sites, such as Facebook, MySpace, and Twitter. As with all the network’s sites, users can watch full episodes of their favorite shows — some of which are available for download. This site has also made some of its classic programming, like "Battlestar Galactica" and "Miami Vice," available to the online audience.


    CBS offers exclusive content on its site, creating a reason for its fan base to visit the site. On the home page, CBS tracks and links to the most popular video clips, giving users quick access to the most watched content. As on, favorite syndicated CBS content is available without a subscription on site. Programming like "The Twilight Zone," "Star Trek," and "Beverly Hills 90210" are accessible to users. There are also show-specific message boards where users can vent about cliffhangers and plot twists, while interacting with fellow fans. On CBS Mobile, virtual personality Ashley highlights content on the different Web pages and walks users through the perks of subscribing to CBS’s mobile options.


    Last but not least is ABC. One thing that puts ABC ahead of the pack: on its mobile page, users can select their cell phone providers and phone models to make certain the mobile applications will be compatible. also has text alerts, ring tones, and games available for mobile download. There are widgets that users can upload to their phones, post on their desktops, or embed on their social networking pages. These widgets have links to video content and include a countdown timer synced with the next scheduled airing of a featured show. also has message boards where users can have virtual conversations with some of their favorite TV characters. And there’s a section dedicated to CGM (define) where users can post their own Academy Award acceptance speech or make predictions about what will happen on the next episode of "Lost."

    To drive television viewers online, these networks have gotten creative with incentives that other Internet outlets are unable to provide, at least in one place. The key is to provide a mix of unique content, such as mobile applications, widgets, and Web-only programming, with full-length streaming video of current primetime and daytime TV shows. This way, broadcast networks can convert their broadcast viewers to online users.

    The Fourth Screen

    The world will never be the same. There was a time when television was called an “idiot box” because who thought sitting in front of 15 inch screen can be fun, now…

    Phones were just another need.

    How many times we forget to carry our lunch boxes but never our cell phones..

    However, the new word in entertainment is mobile entertainment.

    DVB-H technology that enables watching TV on your mobile phone, is available in India. Currently available only on few Nokia models, it is not very well known & also has not been properly advertised lacking licences and services. DVB-H services are only available in Delhi NCR with telecast license from doordarshan,but not too far off are days when other major broadcasters will put there heart in it… I am keeping my fingers crossed!

    Why should i miss my favorite game..Online jukebox will be a reality soon in India as nokia gets in final talks with operators on revenue. Also, Nokia plans to bring Nokia online music store to india hopefully by this year end..currently The New big thing in Mobile entertainment is Nokia’s new gaming platform called Engage (revamped completely) – a gaming platform which will change the face of mobile gaming forever. Superb graphics, amazing game line ups with names like EA sports,multi player online gaming options..its gonna rock…so gamers watch out for your favorite games! The service is available currently on only a few nokia devices(N-81,N-82, N95 8gb)

    Music- ah i love music but iam confused. My choice of music varies from rock to trance…from underground to pop, ghazals to sufi..that’s why i wanted to buy an iPod so that i can store all my collections..but i dont want to carry one more additional device with me! How many things should i carry..Hmm let me guess my phone?

    With breakthrough in nano technology its all possible.

    Memory mobile phones have reached 16 gb with apple i phone and NOkia N-96 will be launched soonwith a memory of 16 gb (extendable).

    The Mobile: Its not one thing…its many.

    I sip my coffee sitting with my friends in a cafe… nobody knows cause with the easy push-email on my phone i can take care of my work without entering my office!

    i am always available to all my clients – no matter where i am. Being connected to my official mail sever with my phone gives me the confidence that work won’t suffer even if iam on vacation.

    MY stereo may not work while I listen to digital quality music on my phone. I want to watch a movie while i travel…easy stuff on my phone! With high memory,high resolution screen and bose speakers pre-installed, multimedia is a dream come true on my mobile!

    I can sit in my office, and yet cheer my favorite football team winning a match that I watch on my phone with DVB-H and video streaming. I go to an unknown place where i don’t know the language, but my phone shows me the way with Voice guided navigation. I know where to party even if i am a stranger in town..with maps and point of interest pre-loaded on my phone.

    i see some thing i wish to store for posterity – I click a picture with my 10mpx camera phone

    i see a weeding gown and want to show it to my girl, i click, i share my joys with girlfriend thanks to my phone! All this in real time, thanks to video conferencing on my phone.

    i discovered this exotic lake want my friends to come visit me here i geotagged it on my phone with geo tagging and mapping.

    its all i need, but there is more that i want….

    to be contd..

  • Filed under: Mobile
  • 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.