Rediff Engages In Social Cause Marketing To ‘Revive’ Rediffmail For Youth!
(Rate this article)
Loading ...Email It!
We have discussed rediff’s tie up strategy umpteen times before. On similar lines we have also discussed fropper’s social cause marketing strategy as well where it was using social causes like ecoganpati and aids to build a connect with the socially evolved youth. Now it seems rediff is doing a fropper by taking the social cause route to online marketing by launching a new microsite http://act.rediff.com (which is still under construction and seems to be inviting more NGO’s).
According to the release Rediff has also roped in Chak De girls Sagarika Ghatge and Chitrashi Rawat to lead the causes of Open Spaces & Eve Teasing. Rediff also plans to back this initiative with the tagline ‘EK Rediffmail Bhejke toh dekho’ and subsequent campaign on television which urges people to stand up for what is right and encourages them to come forward to lend their support by sending an email.
I think this is rediff’s way of engaging users and ofcourse driving traction and usage of their email. After all with the advent of gmail rediffmail surely does have some tough competition. It has earlier tried to ape gmails success by revamping rediffmail and adding rediff chat inside rediffmail but as far as im concerned more than just the mail issue its an issue a media company vs a technology company. For google the users come first as they think as a technology company while rediff thinks like a media company hence advertising dollars come first and hence the technology innovation aspect may take a back seat sometime. Nonetheless social initiatives need to be applauded even though they might be done to drive mileage for a brand.
Loading ...
Leave a Reply