 Good evening sir and batch mates. Today we are going to discuss guerrilla marketing. Our group two members include Dr. Dadaaniya Ash, Madhu Dasari, Pawar Zahar Makshek, Ganga Vasu, Harman Kaur Chawla, Kemen Santosh Nanda Layar, Jamadhar Azharuddin Ansar Ali, Janani Balasubramanyam, K. Surya Teja, Pujita Poshika and Kauri Singh Hithrid. I am so happy seeing that slide and seeing you reading out those names. That's very important. That's the team spirit. All the best. Go ahead. Coming to guerrilla marketing, guerrilla marketing is the art and science of breaking conventional marketing rules, bypassing the traditional outlets and using uncommon sense to reach people with marketing messages. Coming to the history of guerrilla marketing, the term guerrilla comes from guerrilla warfare in which soldiers use quick and expected attacks followed by fast retreats rather than fighting for prolonged periods out in the open. Like guerrilla warfare, guerrilla marketing messages appear seemingly out of nowhere, making a big impression on onlookers before quickly disappearing. And the term guerrilla was coined by J. Conrad Levinson in 1984 in his book, guerrilla marketing. And the idea of guerrilla marketing is to generate a buzz and ideally to turn viral. And it is a fast effective alternate to large advertising campaigns. Next slide please. Yes. LTT used to fight the war. LTT in Sri Lanka, they used to call them guerrilla warfare. Like quick attacks, quickly retreat and get back. Hide and seek, you know, game like that. All the best. Go ahead. Coming to guerrilla versus viral, there is a slight misconception that there is a difference between guerrilla and viral marketing. But actually both of these marketing types goes hand in hand. When coming to viral marketing, it indicates a digital word of mouth marketing. Like viral marketing gets its name from the way in which physical viruses spread like corona. Like which each individual unit replicating seasonlessly, creating exponential growth. A viral marketing campaign relies on social media sharing and other online word of mouth tactics to reach large number of people through their friends and contacts. And here I want to mention one example, the difference between the guerrilla and viral. In 2008, for promoting the Hollywood film The Dark Knight, and coming to guerrilla marketing, they used mobile billboard tracks. Like on the mobile billboard tracks, they displayed this poster of Dark Knight. And these tracks display this poster virtually anywhere, quickly moving on to cover different cities in the state. So that advertising right in front of the people, like moving on the roads, etc. And coming to viral marketing, the production company of The Dark Knight, that is Warner Bros, created a fake political campaign website for Harvey Dent. Harvey Dent is a character in the movie. They created a fake political campaign website providing the fans with shareable campaign posters and other tools to spread the hype. It is a viral marketing. Like both of the marketing goes hand in hand. Like the intended result of guerrilla marketing is for it to go viral. That is, there is a slight difference between them, but both of them goes hand in hand. Yes, so like, good morning everyone. I am Fawaz Ahmad Sheikh. So here we can see that as soon as already said that it is the whole thought-provoking concept to generate a viral buzz and to turn it into viral thing. That is the aim of guerrilla marketing. The objective of guerrilla marketing is to eventually turn it viral to make it spread among people. But this is done through merit types. And here you can see the different types, ambush marketing, astroturfing, buzz marketing, guerrilla protection, grassroot marketing, stealth marketing, street marketing and viral posting, which you are going to see in the next slides. Lovely. So the first thing we have here is stealth marketing. This is also known as buzz marketing. And this is a marketing strategy where the people, we are marketing to them but they have no idea that they are being marketed to. Wow. It is done in two ways that is very well known. First thing is placement, product placement. You are going to see an ad or a movie. You will suddenly see Coca-Cola. You will see some other phone company which is being explicitly shown in that movie. There is no other brand. So there is a stealth marketing towards you. And then there is undercover marketing, which is also a more devious kind of marketing but there is still under debate. As you can see over here, this is stealth marketing. There the zebra lining has been replaced by McDonald French fries. And so people, when they are looking at that, they will remember it and they might get hungry and they might go to eat. So as you can see, this is not done to generate immediate sales. There is no actual profit for the company but this will create interest in people. They will start talking with each other. In the next slide, we can see an example also. So this is an example of Sony Ericsson which marketed their mobile T681 using fake tourists. They paid actors to act like tourists to go to people and tell them to take my photo please and give them the phone. So when the people took the photo of these tourists, the tourists will tell them specific lines that Sony told them to tell the people. And this way, the people are somewhat interested in the phone and they might even buy the phone. But actually this got lots of negative reception towards the company. But you might think why the company followed it? In fact, their marketing costs were only 4 million dollars which is actually very less compared to a billboard or something else like that. Another example would be of some cigarette companies in which they pay people to smoke the cigarette publicly and just offer it to people who are walking by. And if the people like it, they will ask their name of the brand and they might turn people into customers. So this is stealth marketing. Next we will be taking by my batchmates. Good afternoon sir and batchmates. I will be dealing with astroturfing type of marketing. But before going about astroturfing type of marketing, let us know what are grassroots participants. These grassroots participants cause grassroots movements which use self-organization and is that community members to contribute taking responsibility and action for their community. So the marketers use these grassroots participants and cause astroturfing type of marketing. Generally this type of marketing is a practice of masking the sponsors of a message or an organization to make it appear as though it originates from and supported by the grassroots participants. Like we can take an example where politicians or social media campaigns where the actual message will be given by some other persons. But these grassroots participants make in spreading these social messages which is actually done by masquerade by original where they will be having their other intentions by the owners of this type of marketing. Wow. Oh my God. Yes, absolutely. This is a practice by politicians. Yes sir. This generally social media campaigns and other political party campaigns are these examples of astroturfing and the next will be continued by my teammates. It's working wonders. Sure. Good afternoon sir and batch mates. I'll be talking about ambush marketing. Ambush marketing is the practice of hijacking or copying another advertiser's campaign to raise awareness about our own brand. And this can be very effective as it leads to massive media attention. First ambush marketing was first found in 1992 during the Winter Olympics in Spain. So VISA card was the sponsor for Winter Olympics. And so they made an ad which stated that stated American card holders to leave their cards at home and come because the cards won't be accepted. American Express cards won't be accepted. But then American Express cards were accepted other than the tickets like they could use it for car rentals and housing for staying and all. But then that wasn't explained properly in the ad. So American Express then created an ad which said like in the next year summer Olympics to leave all the VISA card holders. I mean VISA cards to leave at their home. So this was first done in 1992 and this was first known as parasite marketing which then changed to ambush marketing next. Wow. Interesting. Thank you so much. Next. This is another one about BMW and Audi car. So first BMW had a rally and which it advertised it stating that a BMW rally with two nearby service centers. So what's next? Paramedics at chess tournament. This wasn't directed at Audi but then Audi took it as a challenge and they made a billboard stating chess. No thanks. I'll be rather driving. And then without waiting for another comeback they made another poster stating your move next BMW. So BMW opposite to the billboard they made another billboard BMW as you can see here written checkmate. And then again Audi made another one stating upon is no match for a king. And finally BMW they made this blimp this aeroplane on top of the BMW Audi poster. So this was this when we say it leads to more marketing because so many cars are being advertised. So we can market more. That's it. Thank you. Thank you very much. Interesting. Thank you. Wow. Okay. Yes. Good evening to all. Like I am here to discuss about the ambient marketing. So this is the method which is to create broad record design without the necessary pushing it further. And generally ambient advertisements are like what looks like traditional advertising. However people would usually never forget them. So ambient marketing is about placing ads on unusual objects or in unusual places. Where you wouldn't usually expect to have an advertisement. So the possibilities of ambient marketing are endless and everything and anything can be used. If you see here the picture like a sticker has been placed on the high voltage box. They picked in that duracell batteries are used. Second is the very cost effective advertisement in Hong Kong for a yoga school. This is very unlike the easy career. Consider the price of the advertisement. It is very much less. And the third one is the advertisement by the germ-borne market for watchmaker IDLE. They use the birth spread for the patient for images of bodies and big pilot clothes. So this is the talk about the ambient marketing. Next up is my great friend. Excellent. Thank you. So I am talking about the experimental marketing. This method is perhaps hardest to define. It is giving a consumer a chance to experience your product and emotional response. Means what we do in experimental marketing, we connect the consumer emotionally with our product. So it is hardest to explain. So I will show one video to you. Madhusar, can you play the video of this slide? Good job. So it is the advertisement done by the Coca-Cola during the football world cup. So what they use? They use AR, Endurisment train station. So what they did? They use the setup and they use one player who was very famous. So it is the AR experience. Means the video is not playing properly. So it is hard to understand but this advertisement was really good for experimental. Very innovative. Thank you, sir. Thank you very much. Experiential marketing. Very good. Experiential. So they are helping the customers experience it. You get emotionally attached to it. Thank you very much. Next. Done. Him too? Yes, sir. Yes, sir. Great job. Great job. Good job. Thank you. Thank you very much. Appreciate it. Appreciate it. Yeah. Yes. Ambush. Ambush. Ambush. Ambush means hide and seek. Like you hide and attack. So you attack from here. You attack from there. People would not know where you will be attacking, when you will be attacking. And you would not be seen. You don't appear and somebody is attacking you. And that's what it is. That's how they fight the war. The enemy will not be... Your competitor will not be able to see you. And you are fighting the battles. Stealth the battles. Stealth the bombers. There's something called stealth bombers. Stealth bombers are those bombers. The aircraft... The aircraft, you know, the bombers, which will not be detected by your enemy. They cannot detect you. You will be traveling at that ultrasonic speed or whatever it is, at that height at that speed, where, you know, your enemy will not be able to detect you. That's called stealth bomber. So similarly, you are doing something and your competition would not know. And sometimes even your target would not know. And you are attacking the target. Great job. Thank you very much.