My favourite campaign is MuscleBlaze's 'Tum Nahi Samjhoge': Shrenik Gandhi

The brand seems to have taken an anthropological approach rather than the traditional marketing science to derive consumer insight, says Gandhi

Which is your favourite campaign and why?

Tum Nahi Samjhoge by MuscleBlaze stood out for me. I have chosen it primarily for its approach to inducing action. The general thumb rule while planning a campaign is to create a communication that directly speaks to your target audience. But with Tum Nahi Samjhoge, the brand spoke to the outsiders also and told them about the need for their community to connect with its tribe.

At the core was a powerful insight into human nature, the compulsions that drive its target audience, the instincts that dominate their actions, the unspoken language and more, all of which resonated with its core audience and the outsiders leaving an impression on both! 

On what parameters did you base your decision?

The insight: The brand seems to have taken an anthropological approach rather than the traditional marketing science to derive consumer insight. The narrative of the video addresses the culture of those who go to a gym and the outsiders. The campaign essentially tries to influence human behaviour rather than the purchase behaviour to create a preference. 

The earned media strategy: We live in an age where everything from brunches to crunches have the insufferable “do it for the gram” slogan slapped on it. So, by supporting the video with a handsomely gratifying photo contest, MuscleBlaze knew that they would hit the jackpot with their selfie-obsessed community.  

But it was the criteria for selection that made this photo contest different. To be shortlisted, contestants had to get maximum votes, which meant they had to share the details about contest with as many people as possible. This created a snowball effect resulting in massive amounts of earned media. 

What do you think was the key idea the campaign was trying to drive home?

In a category which is dominated by international players, making a mark is difficult. But compelling storytelling was what won the hearts of their community. 

The campaign became the voice of fitness enthusiasts. The brand celebrated a community that is a breed apart, often misunderstood and ridiculed without glorifying itself; in a way MuscleBlaze humanised itself to create a preference and not sell. 

What are your takeaways from the campaign?

Humans have always loved good stories. Make storytelling a strategic priority. Users are subjected to countless ads, all day, every day, each fighting to grab attention and answer their call-to-actions; in a sea of such ads, a communication with no-strings-attached value for the audience will always be welcomed. 

A communication with an aim for attention without substance will not result in return on investment (RoI). 

Sometimes, because of the emotional element in a campaign, there is greater recall for the story than the product or service advertised. Do you feel that was the case with this campaign which had a strong emotional connect?

The emotion portrayed in the video was never before addressed or probably even thought of by other players in the category. In a sea of advertisements glorifying machismo, nerve-popping biceps, MuscleBlaze evoked paid tribute and celebrated those who don't mind being an outcast and hence stood out in the minds of its target audience.

Engaging the other

MY TAKE: It tried to influence human behaviour rather than the purchase behaviour to create a preference

Brand: MuscleBlaze

Year of launch: 2017

Agency: Medulla Communication