What’s common between Chilli Paneer and Banking?

All successful content marketing campaigns have one thing in common- the power of a good story. So when DBS, a Singapore-based bank felt the need to build more awareness in India, it took a slightly unconventional route.

Through Ken and Asha, DBS chose to tell its story by blending together themes of dreams, love, relationship, happiness and how banking plays a pivotal yet silent role in helping us fulfill our dreams. An online film unveiled in 4-parts is at the core of the campaign. Each part ends at a point where the audience is left wanting for more – ‘So what happens next?’

The extensive storytelling campaign is supported by a dedicated website and an active social media presence on Facebook and Twitter. To build on further engagement, the campaign is also supported by social media contests.

So without further ado, here are the 3 episodes of the Chilli Paneer love story (the 4th episode is yet to be released):

Now over to you. Do you think the DBS Chilli Paneer campaign works?

Let’s keep the conversation going in the comment section below.

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Coca-Cola Content 2020

3 key ideas in the video:

1. Shift in marketing strategy from ‘Creative Excellence’ to ‘Content Excellence’
2. Coca-Cola follows a 70/20/10 model for their content development and marketing strategy:

• 70 percent of their investment will be “low risk” content–content that doesn’t take as much time, but, as Coca-Cola says “is their bread and butter.”
• 20 percent of content will be innovative and engaging and will target more specific demographics. Essentially, this is moderate risk content.
• Then, 10 percent is their “high risk” content consisting of new ideas, new ways of connecting, new ways of engagement.

3. Don’t just replicate content, but always keep it fresh, engaging, and new.

History of Content Marketing

Content marketing is not new. Brands have been using it to drive sales and be thought leaders in their space since quite some time now.

This video (from the Content Marketing Institute) highlights the key events in the history and evolution of content marketing:

Some milestones in the history of content marketing include:

• John Deere’s launch of The Furrow magazine in 1895
• Jell-O’s distribution of free copies of a recipe book in 1904
• Procter & Gamble’s radio soap operas with brands such as Duz and Oxydol in 1930s
• Hasbro’s partnership with Marvel to create GI Joe Comic book in 1982
• LEGO’s launch of Brick Kicks magazine, now known as LEGO Club Magazine

Watch this video to know about more such interesting moments in the history of content marketing.