Cheil’s Experience Commerce Clinches Eveready’s Digital & Media Mandate

EE News Desk Jul 30, 2024

The partnership seeks to boost Eveready’s digital engagement and revenue through innovative strategies

Winning through a multi-agency pitch, Experience Commerce will manage digital, social and media mandate for Eveready’s battery, flashlights and lighting business units. The account shall be managed by the Mumbai office of Experience Commerce.

Experience Commerce (EC), the integrated digital agency within the Cheil Network, has secured the annual digital and media mandate for Eveready. The account, to be managed by EC's Mumbai office, will encompass an extensive range of services, including social media management, online reputation management (ORM), SEO, website maintenance, and comprehensive media planning and buying for Eveready’s battery, flashlights, and lighting business units.

Eveready, with its rich heritage spanning over a century, stands as a beacon in the battery segment, commanding over 50 per cent of India's market share. Prioritising safety, Eveready recently launched a campaign titled ‘Awaaz Uthaney Ka Power’ to promote its newly introduced flashlight featuring a high-decibel siren. The Eveready Siren Torch emits a loud 100dB safety alarm when the user pulls the attached keychain in a distressing situation. Renowned for past iconic campaigns like ‘Give Me Red’ and ‘Khelenge Toh Seekhenge’, the brand has been an integral part of the Indian advertising landscape, resonating deeply with audiences across generations. Setting new benchmarks in innovation, Eveready has become an inseparable part of daily life for the masses.

Experience Commerce aims to elevate Eveready's digital presence, spotlighting its manufacturing excellence backed by globally benchmarked technology platforms. The partnership seeks to boost Eveready’s digital engagement and revenue through innovative strategies.

As the retainership agency, Experience Commerce aims to elevate Eveready’s digital presence by leveraging its expertise to enhance brand awareness and engagement. The agency plans to create interactive content tailored to Eveready’s target audience across various social media platforms, amplifying media outreach through both organic and paid campaigns. Additionally, EC will assume responsibility for managing Eveready’s website, ensuring regular updates, maintenance, and defect fixes, alongside hosting and domain management.

Anirban Banerjee, Senior Vice President & SBU Head, Battery & Flashlight, Eveready mentioned, "As a brand deeply rooted in innovation and consumer-centricity, Eveready continuously evolves to meet the changing needs of our audience. We recognise the pivotal role of digital in our growth journey and are delighted to join forces with Experience Commerce. Their passion and expertise align perfectly with our vision, and we look forward to achieving new milestones together."

EC's strategic approach centres on enhancing brand visibility and fostering engaging social interactions. By expanding Eveready's digital footprint across platforms like Facebook, Instagram, YouTube, and LinkedIn, EC aims to connect effectively with the brand's diverse audience. Utilising cutting-edge tools and insights, Experience Commerce will craft tailored social media strategies and high-impact campaigns designed to resonate with Eveready's audience base.

Andrew Dmello, Vice President of Business Development, Experience Commerce, expressed enthusiasm about the collaboration, stating, “We are thrilled to embark on this journey of growth with our new partner Eveready. This partnership is a testament to our commitment to delivering integrated services and driving meaningful engagement for brands. With our expertise and Eveready's forward-looking approach, we are poised to elevate Eveready's digital presence to new heights.”