Why Your Content Isn’t Working (And How Brand Main Content Fixes It)

1. You have a great product or service but business is not as per the potential, created content too. Why?

Check the content created:  

• Brand main content 

• Brand extended content

Business owners usually:

• Create brand extended content 

• Ignore brand main content

Brand is a feeling of : 

• Trust

• Quality

• Widest range

• Lifestyle

• Value for money

• Uniqueness

• Global style

Things to check - 

• Content gives brand feeling?

• Establishes brand in the mind?

Types of brand content - 

• Brand main content

• Brand extended content

Types of brand extended content - 

• Reels

• Testimonials

• Explainers

• Corporate videos

• Images

• Brochures

• Newspaper ads

• Sales team visit

• Dealer opinion

Advantages of Brand extended content 

• Lead generation 

• Conversion

Disadvantages of Brand extended content  

• LOW Lead & Conversion

Types of Brand main content: 

• Unique content with celebrity

• Unique content without celebrity

8 out of 10 Viewers check online before purchasing

In Brand Extended content:

• Conversions are rare

• Viewers look for main content

Result of brand main content: 

• If yes then Conversion happens

• If no then customers Drop

Example - 

• Buying Electric Tandoor

• Dealer tells features 

• Customer looks for brands, for - 

  • Trust

• Quality

• Widest range

• Lifestyle

• Value for money

• Uniqueness

• Global style

Example of Mutual Fund

Brands have SEBI Restrictions 

Still they create content main content

Advantages of Main content: 

• Brand differentiation

• Emotional connect

You Have - No SEBI Restriction 

Amazon understands importance of celebrities 

ZoomMantra 

• Award winning

• AI enabled 

• 5000+ videos

• 500+ brands

• 4500+ celebrities

• Everything in-house 

Change your content strategy

You know this

Don’t Delay

Take action 

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2. Let’s elaborate main content for a brand i.e. unique content with or without celebrity with examples of brands who have implemented  it?

Many brands create brand main content. 

It’s unique content with or without celebrity.

Advantages - 

• Brand Differentiation

• Brand Identity

• Customer engagement

• Social Media impact

Brand Differentiation : 

• Goldie Masala - Salman Khan

• Shalimar Chef Masala - Konkana Sen Sharma

• Wah India - Raveena Tandon & Govind

• Annapurna - Caricature

• MDH - Owner

Brand Identity : 

• Pepsi - Ye dil maange more

• Airtel - Har ek friend zaroori hota hai

• KDM - Karo Dilki Marzi 

Customer Engagement : 

• Dr. Tech Trick - AI avatar based content on iPhone

• Dobby.ai - based on AI model

Both have organic followers 

Social media impact:

• Zomtato’s campaign with Ranveer Singh & Chris Gayle

• Similarly FutureGeneralli with Masaba. 

These brands changed their business. 

ZoomMantra can guide you

• AI enabled

• Worked with brands like - Plantex, Magnolia, Infi, Powermax, HDFC, Lifelong, Crompton, Godrej etc. 

• Created unique content with or without celebrity 

Change your game  

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3. How would you Know which strategy you should use - unique content with celebrity or unique content without celebrity to grow business?

Structured research Helps in decision making 

ZoomMantra does this research efficient

Steps - 

• Online research

• Research at physical stores

• Study competition content

• Ask from internal team. 

1. Online Research 

1. Open amazon 

2. Type category 

3. Look for top brands

4. Using celebrity?

5. Using celebrity images?

6. Using celebrity in A+ pages?

7. Check same on Flipkart

2. Physical store research 

1. Check brochures

2. Check retail outlet walls

3. Check top 10 brands

4. Note gaps & opportunities 

3. Study Competition content 

1. Using celebrity or not?

2. Creating unique content?

3. Competitors using celebrity? Go for unique content strategy

4. Ask internal team

1. Customer reaction on celebrity content

2. Customer reaction on without celebrity content

Analyze - 

• Online 

• Physical store

• Competition content

• Internal team 

Decide : 

• Unique content with Celebrity

• Unique content without celebrity

ZoomMantra researches efficiently 

Zoommantra’s experience - 

• Award winning

• AI enabled 

• 5000+ videos

• 500+ brands

• 4500+ celebrities

• Everything in-house 

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5. Does a celebrity's face contribute to 90% of a brand's success?

Answer Depends on - 

• Type of content created

• How celebrity is used

3 types of brands - 

1. Brands with PAN India network

2. Brands building PAN India network

3. Brands selling online

Brands with PAN India network

• Should choose A+ celebrities

Reasons - 

• celebrity cost is high

• Production cost is high

• Brands can manage the cost

Brands developing PAN India network

• Should choose Non A+ celebrities

• Need to create complete content

Reasons - 

• Highlight brand philosophy

• Create emotional content

• Highlight USP, range etc. 

• Valuer for money

Brands selling online

• Can choose A+ and Non A+ celebrities both

• Depends on brand positioning 

• Depends on competition’s positioning

Case 1 - 

• Brand trending on page 1 

• If Competition Not using celebrity

• Choose Non A+ celebrity

Case 2 - 

  - Brand trending on page 1

  - Competition using non A+ celebrity

  - Choose A+ celebrity

Case 3 - 

  - Brand trending on page 1

  - Competition using A+ celebrity

  - Choose Unique content

8 out of 10 Viewers search content online before purchase 

Other factor - 

• Good budget but Non India presence 

• Choose A+ celebrity 

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6. If budget is less than 25L why then shouldn’t you finalize the celebrity in advance?

Budget less than 25L

Want to create complete content?

Chose celebrity as per content

1st angle - 4 ways to treat story -

1. Comedy

2. Emotional

3. Logical

4. Aspirational 

Example CCTV camera - 

• Gulshan Grover “Jab Badman ke ghar chori ho sakti hai toh aapke ghar kyun nahi” 

• Arun Govil “Ab Ram Rajya Nahi raha” 

• Archana Puran Singh “Main hasti isiliye hoon, kyunki ghar mera secure hai” 

Different faces, different treatments.

2nd angle - Content flow is important

Steps before finalizing celebrity - 

• Listen Multiple contents

• Select content

• Check Content flow 

• Check for Brand Philosophy

3rd angle - Below 25 lakhs don’t have crazy following. 

• Less face value, less conversion

• More face value, more conversion

4th angle - Celebrity social media post

Point to remember - 

• Good content = Consistency in sale

• Zero Content = No consistency in sale

Before Finalizing the celebrity

• Give creative freedom to Production house

• Give preferred options for celebrity

• Don't be rigid on your choice

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7. When the content is ready, how much money you should spend on its promotion. 

Aim of Unique content strategy

• not to increase marketing budget

• To increase conversion rate and leads

Same lead in half  marketing budget

Why so?

• Celebrity content gives 3X engagement

• Reduced cost per click 

Example - 

• Product underwear

• Packaging has following faces

  • Hrithik roshan photo

  • Rakesh bedi photo

  • Graphic Caricature

  • Without face outline

Sequence of selection -

1. Hrithik roshan photo

2. Rakesh bedi photo

3. Graphic Caricature

4. Without face outline

This is by Law of relatability

This proves Celebrity contents Makes difference

Benefit of unique content -

• 2x to 15x conversion

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8. Can you achieve similar results without a celebrity face?

Yes, you can with Unique content

Example of mutual fund

• Only SEBI can take celebrity. 

• Still mutual fund brand create unique content

• Also create Brand extended content

Brands with unique content Without celebrity - 

• Dosti Realty

• Cockatoo

• Booklooza

• Wellberg

• Sparnod

• Wellisher Group

• Cherise

• Kuku FM

• Alkush,

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9. Can one get a complete end-to-end content with celebrity endorsement within a specific budget that can still drive significant sales?

Yes it's possible.

Three Key components that Decide cost

Three Key components that Decide cost

1. Celebrity cost

• Cost varies with celebrity status

• Cost could go from Lakh to crore

2. Rights

• Complete right would cost Higher

• Specific Right would cost Lesser

• Example:Digital or Prints

• Complete rights is Advisable

   3)Production cost

• different quality, different cost

Use permutation-combination to Create content 

Hence proved

‘unique content with celebrity’ can be done in budget

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10. What kind of video quality can brands expect within different budget range?

3 types of production - 

1. Realistic

• It has consistent lighting 

• Focus is on overall flow

• No detailing

• Cost effective

In nutshell - 

• Less cinematic lights reduce lighting & CC cost 

2. Cinematic

• Clear Detailing

• Focus is on everything

• Higher Depth of field

• Cinematic look

In nutshell - 

• Higher DI Cost 

• Color Adjustment 

• Skilled colorist is required.

• Director and Dop for extra shift 

3. Customized cinematic

• Dress color to wall color coordinated 

• Professionals to work with celebrities

• Celebrity preferred Technicians

1. Realistic Treatment

• Cost-7 to 10 lakhs

• Including celebrity and production

2. Cinematic Treatment

• Cost:10 to 20 Lakhs

• Including celebrity and production

3. Customized cinematic Treatment

• Cost:20 to 50 Lakhs

• Including Celebrity and Production

choose from 3 options of production

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11. Why should you choose ZoomMantra for unique content with or without celebrity?

Experience Matters

Credentials of Zoommantra

• Award winning Production House

• 500+ Brands

• 5000+ videos

• 250+ celebrity video

• End to End Production house

• Digital Marketing

• 4500+ celebrities available on our portal 

• 300+ review

• 4.9 google rating

Our Top Brands

• HDFC

• Godrej

• Crompton

• Kohinoor Basmati Rice

• Sparx

• Manyavar

Our Top Agencies

• Mudra

• Fulcro

• UpGrad.

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12. What is the return on investment (ROI) on brand main content, i.e. unique content with or without celebrity?

20L, 50L ,1Cr,5 Cr

Why Brands spend heavily?

Because Big brands & MSME brand know ROI secret

What they achieve?

• Increased penetration 

• Stronger market hold

Right Planning = guaranteed success

Understanding ROI secret

Case 1:

• 1L investment on Naked content

  • Naked content

  • 80% product occupancy

  • No human face

  • No content communication

  • Product focused Ad

• Naked content = 1 lakh, Leads = 100 lead, conversion = 10%, customers  = 10 

Case 2: 

Unique content strategy

(With or without celebrity)

• Leads up by 3X easily. Could be 4x-5x 

• 2X conversion rate. Can be more

• 300 Lead, 20% conversion = 60 customers

• 6X Growth

Let’s understand this with a example - 

• Product underwear

• Packaging has following faces

  • Hrithik roshan photo

  • Rakesh bedi photo

  • Graphic Caricature

  • Without face outline

Sequence of usually selected packaging -

1. Hrithik roshan photo

2. Rakesh bedi photo

3. Graphic Caricature

4. Without face outline

Another example - 

• Oppo and Vivo poster with celebrity

Conclusion - 

• Naked content at Rs 1000/lead, 

• Total 100 leads

• Celebrity content Rs 333 per lead

• Growth 10 customers to 60 customers 

• 6X growth