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Shantanu writes for Everything Experiential
Finolex Industries Ltd, one of India’s largest rigid PVC–U pipes, fittings and PVC resin manufacturer considers experiential to be the nucleus of all its marketing strategies. Be it through a wide range of industry association events or rural demonstration programs, organizing on ground competitions for its target audiences to creating curated experiences at Nasik Kumbh mela, the brand has done it all. In a candid conversation with Everything Experiential, Nitin Kulkarni, Vice President, Sales & Marketing Finolex Industries, shares why experiential initiatives are more beneficial for his brand rather than ATL marketing campaigns. “The products that we sell are used by a specific group of people. Our target audience is usually skilled plumbers who refer our brand to the customers when they work in their homes and builders who are responsible for the construction of a house. We have tried ATL as well but where ATL lacks today is its limitation of not catering to specific set of audiences. When addressing a lot of people while targeting a small group, there is high probability that you communication will get lost in the clutter and thus for us BTL is the best influencer”- says Kulkarni. The brand which has so far restricted its marketing campaigns in mainly the semi-urban and rural audiences, has with its latest consumer connect initiative Finolex Plumber- Ek number made a shift towards the urban market as well. Under this campaign the brand distributed around 2 lakh FIL branded cups to various tea vendors in areas like Loha Chawk, Sion Koliwada, Ghatkopar West etc (areas which are predominant hardware market base in Mumbai) over a period of 3 weeks. The core idea behind the activity was to create a community of plumbers in the Mumbai region and drive a loyalty program around this concept. Finolex also highlighted the loyalty program on the tea cups which were given to the tea vendors in these aforementioned regions. On the basis of this activity, FIL was able to reach out to over a lakh people. Database of 1050 registered and verified plumbers was sourced through this activation. Additionally out of the registered plumbers 40% have been provided with mobile recharges, 20 of them would be provided with multimedia android phones and 1 lucky winner will be awarded a motorcycle. As a result of this campaign in the period of one month FIL accumulated approximately 850 plumbers and increased share of voice in the Mumbai market in terms of both primary and secondary Sales. The brand has recently also executed an on-ground initiative at the Nasik Kumbh Mela where it distributed branded bags to the attendees as the mela has a strict no plastic bag mandate. Through this campaign, Finolex was able to generate maximum brand recall value for itself amongst a diverse set of target audiences . Talking about the importance of such on-ground campaigns for the brand Kulkarni says-“Experiential is very important for us as a result 60-65% of our overall budget is used for it. We do hire event agencies from time to time for executing such campaigns but there is no agency in particular who is a regular for us.”
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Harley Rock Riders the annual music property of Harley-Davidson India, which brings rock music and motorcycle lovers together is back with a bang. With the season 6 of the property scheduled to be held on October 30-31 in Mumbai, expectations are high on what will Haley Davidson and the execution agency of the event, Only Much Louder bring to the table this time. In an exclusive conversation with Pallavi Singh, Marketing Head, Harley Davidson we gain insights on what’s in store for music and bike lovers in this edition of Harley Rock Riders. Speaking on the overall design of the event Pallavi says, “This year the mayhem of music and motorcycles will come alive at the iconic Richardson & Cruddas foundry with three stages, 20 bands and expects thousands of attendees. Also the lineup of performers this time is diverse and energetic featuring the likes of American thrash metal Megadeth and the Jamaican reggae The Wailers alongside some interesting Indian rock bands including Scribe, Bhayanak Maut, Indus Creed, Superfuzz, Demonic Resurrection, The Lightyears Explode and others.” Much like its previous editions the bike brand will stick to its promise of supporting independent music artists in this edition of Harley Rock Riders too. The signature ‘Find Your Freedom Contest’ winners will be seen showcasing their talent at HRR. Speaking about it Pallavi says, “The Find your Freedom contest at HRR continues, allowing artists the platform to express themselves through music. This year, we will see some great talent emerge.” “An exciting new offering at this year’s HRR is a unique Boot Camp that will commence from November 1, 2015”- reveals Pallavi. Through the boot camp motorcycle enthusiasts can come and get to know their Harley-Davidson motorcycle better, familiarize themselves with the Harley-Davidson lifestyle, culture and also safely experience a Harley-Davidson motorcycle as well. Harley Rock Riders this year will also allow Indian bikers to make a personal statement through the customization of Harley-Davidson motorcycles via a Custom Champions contest. During two days of the festival the attendees will have the opportunity to check out some exciting customized Harleys built by custom bike builders such as TNT Motorcycles, Eimor Customs, Motomiu, Tj-Moto and Godspeed Customs. Shedding more light on it, Pallavi adds, “Self-expression comes in many forms and for years, Harley-Davidson has been synonymous with customization. This season of HRR, we will see that live enthusiasts will also have an opportunity to experience our new Dark Custom motorcycles which are an ideal choice for riders seeking a stripped down, minimalist machine ready to customize!” For those who wish to attend the festival tickets are avialbale in two formats, under 21 ticket at Rs. 1,000, and season ticket at Rs 2,000. Additionally the Harley-Davidson Boot Camp experience ticket is priced at Rs. 1500 and season + Harley-Davidson Boot Camp experience can be availed at Rs. 2500. when asked if Is there any other IP on the cards for Harley after HRR? Pallavi responds by saying-"Over the past 5 editions, Harley Rock Riders has continued to grow bigger and it has really helped the brand to reach out to new customers and brand enthusiasts. We definitely hope to create more such experiential events where enthusiasts can come and experience the Harley culture.”
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Heineken, one of the premium beer brands across the world has recently announced its association with the newest James Bond film Spectre. To celebrate their 18 year long association with the Bond franchise, Heineken will also be launching a Global campaign that will take fans into the world of 007. As part of its integrated global Spectre campaign, Heineken, has unveiled its new commercial featuring Daniel Craig as James Bond and the launch will be followed by the introduction of the special-edition Heineken® Spectre Bottles & Cans, which will allows consumers to unlock exclusive content from Spectre on mobile. Speaking about it Samar Singh Sheikhawat, Senior Vice President, Marketing, UBL said, “In celebration of a partnership spanning 18 years, the Spectre campaign is our most innovative ever. The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan’s experience. By featuring Daniel Craig in our TVC, we will give fans access to the world of James Bond”. As part of the campaign consumers will now be able to access the world of Bond like never before. With every new purchase of Heineken beer consumers can get classic Bond films to download and ground-breaking social campaign, in-store promotions, and local market activations are also expected to follow. While Heineken is gearing to come up with new experiential initiatives with the vintage Bond premise and thrill at its core. We at EE, list down 5 immersive experiential campaigns that revolved around James Bond movies. 1-Coke James Bond Skyfall Experiment This initiative will always be the first to come up in the mind of experiential and marketing specialists when it comes to James Bond related experiential campaigns. Not only was the campaign intriguing, thrilling and immersive but also gave an experience of actually becoming James Bond to those who tried it. Through the campaign Coke Zero challenged unsuspecting train passengers to unlock the 007 in them. The prize at the other end was a chance to win exclusive tickets for Skyfall, But to actually win the tickets people had to go the extra mile and unlock their inner 007 in less than 70 seconds to win. 2-Heineken selfies from space Now this one is a campaign currently in progress but has generated enough buzz already. To promote its latest Bond offering Spectre, Heineken is taking the world’s first ever selfie from space called the ‘Spyfie’. For execution Heineken partnered with Urthecast to take ultra HD imagery using its camera on the Deimos satellite, currently in orbit 600km above the Earth’s surface. Heineken will then create a selfie for the lucky attendees, recruited from around the world, of the brand’s exclusive Spectre screening event in a secret location in early November. Now isn’t this experience at its best? 3-Jaguar Land Rover Bond launch What is James Bond without his powerful machines on the road to support him right? Well Jaguar really understood this ideology and came out with a massive launch event that was executed perfected to the Bond style. As part of the event Jaguar C-X75, Range Rover Sport SVR and the iconic Land Rover Defender, were unveiled in public for the first time at the palatial Thurn and Taxis in Frankfurt in an event that featured Bond stars like David Bautista and Naomie Harris who not only were a part of the launch event but engaged with the audiences for the launch event through Bond style photo ops and some nail biting stunts. 4- Heineken James Bond Screening event In an attempt to create some amazing experiences interrelated with the 2012 Bond film skyfall, Heineken hosted a special James Bond screening event at CineBostro in the Dolphin Mall in Miami. The event was an all about Bond spectacle as it featured Bond designed drinks, to photo opportunities, exclusive access to James Bond content and some cool merchandise too. This event was a true heaven for all Bond lovers.
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Dalda has kicked off their experiential initiatives for the festive season with two interesting endeavors. The brand recently organized a Dandiya Night in Lucknow and a Durga Puja event in Kolkata. Dalda conceptualized and executed some extraordinary installations at Kolkata’s iconic Singhi Park pandal for Durga Puja. Their experiential activities struck a chord with the devotees and saw a good response during the city’s biggest festive week. Dalda Edible Oils made their presence at the pandal unforgettable for the devotees who visited. As they entered, they were greeted by a larger-than-life 20 foot arch gate made with Dalda Kacchi Ghani Mustard Oils also grabbed eyeballs. This was a huge replication of Goddess Durga’s powerful chakra, with a of 10 feet. Those who visited were also in for surprise treats in the form of food samples prepared in Dalda cooking oil. Patrons could also purchase Dalda’s wide range of products from their stall. This experiential initiative was executed by The Brand Brewery. Speaking on the special occasion of Dusshera at the conclusion of the celebrations, Ankur Malhotra, Marketing Head for Bunge India, said, “Our collaboration with the Durga Puja celebrations in Kolkata has been a resounding success judging from the kind of response we saw from the people. Our effort was to share their joy and celebration during their biggest, most colourful festival. I am delighted that through this campaign, we have reached out to thousands of households in Kolkata and also have strengthened that emotional connect between the consumers and our brand.” The brand also celebrated Navaratri in Lucknow with their recently organized “Dalda Dandiya Night” in association with Anokhi magazine. Speaking on this auspicious festive occasion, Mr. Ankur Malhotra, Marketing Head, Bunge India, said, “Navratri is an important festival which is celebrated with enthusiasm & splendor and hence is an excellent platform for us to reach our consumer and be a part of their celebration. Therefore this Navratri, we as a brand decided to go out there and have some fun with our consumers. We are happy to be associated with Dandiya Night as it gave us an opportunity to connect and engage with our consumers and thereby increase brand recall.”
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I will be honest, as i sat in my car to reach Ambience Lawns i was skeptical about how Grub Fest 2.0 would be like. I had been to the first edition of the food festival, then organized at JLN lawns and was disheartened to see how a smartly organized experience had suffered as a result of administrative issues and bad weather. No doubts the first edition of the The Grub Fest was a descent enjoyable experience but with major performers advertised and taken off from the card at the last minute, the overall ethos of 'celebrating the love for food' was dampened. However, this time around the organizers of the gastronomic fest were prepared to deliver a thundering experience to its attendees and to be honest they surpassed all expectations. To start off, the exact location of the fest was neatly marked out and as soon as one entered the venue they could not help but submit themselves to the festivity and joyousness in the ambiance. The attendees were indeed having a good time and that reflected in the overall vibe of the event. With light jazzy music, stunning art installations by Varun Behl, photo booths and a plethora of eateries to choose from, The Grub Fest was undoubtedly one of the best places a family could be at during the festival season. Even crucial details like security for women, parking facilities and layout of the festival were taken care of. The toilets which usually are a massive let down at such crowded events too were a pleasure to be in. The food exhibitors this edition included names of Punjab Grill, Olive Bistro, SodaBottleOpenerWala, Social, Indigo Deli, Flyp by MTV, Fio, Smokeys, À Ta Maison & PCO, Urban Pind, Dao Dimcha, Koyla Kebab, Holy Smoke, The Backyard, Zerzura, Imperfecto, Karim’s, Mamagoto, Hybrid, Fat Lulu’s, Koyla Kebab, Fork You Too, Asian Haus, Sugarama and others. Though a few attendees wished that some of the restaurants would not charge such fairly steep prices for their services so that they could try more diverse cuisines however since the festival was strategically organized to get the best out of the Dussehra festive season, restaurants did not mind demanding a bit extra. Speaking about it an attendee, Maitri Sharma (23) said, "I am loving every bit of the festival and it is great fun. Really love the food outlets but i wish some of them serve something in student budgets too." An interesting fact about the Grub Fest 2.0 was the Grub Market that featured fresh produce from vegetables to salads homemade jams, namkeen, wine ice-creams, waffles, cupcakes, honey and even aam papads. Clearly this was a section that grabbed most attention from the women members of a family. Also the luxury zone curated by Leela Ambience, although had restricted entry but was a unique concept which served dishes prepared by reputed chefs like Ramon Salto and Pablo Moralis. However what truly made The Grub Fest stand out among everything else was its entertainment quotient. With artists like Nikhil Chinapa and Vir Das combining the fun & frolic of scrumptious food and gala entertainment, life seemed pretty good at that moment to everyone present and people could not stop themselves from joining the fun. Also Grub Stories - the one of its kind multi storey travelling restaurant provided the 360* live action of the entire festival took the attendees breath away. Speaking about the entertainment, Roopanki Kalra (22) said, "Well i got to dance to the tunes of Nikhil Chinnapa today and it was amazing. I have been to a lot of such food and entertainment festivals but this one is truly amazing. My friends and i are having a gala time." To conclude i entered The Grub Fest with a lot of assumptions about it and halfway into the festival i became an indispensable part of its experience. Yes, i ended up spending a lot more than i should have because of steep prices at stalls in spite of me paying the entry fees however the festival delivered on what it promised. Entertainment, Food, Music, Art all at one place, The Grub Fest 2.0 was simply the place to be at last weekend.
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As the entire country is dipping into the celebrations of the festive season, event organizers are waiting in the wings to capitalize on the same by serving audiences customized experiences. With the second edition of the Grub Fest just around the corner and another edition of the NDMC Palate Fest scheduled to happen a little later this year, the fight to serve the best family experience has just gotten interesting. The most recent edition to the list of these festivals is ‘The 10 Heads Festival’ organized by Trifecta Entertainment. The ‘family experience’ as the organizers like to call it, kicked off yesterday and aims towards reviving the concept of a great family outing. The festival brings in 10 mini festivals showcasing different themes ranging from music, food, fashion and arts at one place to provide a mega experience to its prospective attendees. When asked upon, how was the idea of the 10 heads festival conceptualized, “Raul Chandra, Director, 10 Heads Festival, says, "The 10 Heads Festival was an idea that we were toying with for over a decade. Having created festival properties around music, adventure, art and fashion, I still felt that there is room for something bigger better, something that can accommodate the myriad shades of arts in culture in a larger format. Also Trifecta's vision is to revive the way we celebrate ‘festivals’ in India along with recalibrating the idea of a family outing. Each of the 10 festivals have been curated - keeping in mind that out of the many streams of talent in the country, only a few handful are showcased, that too with a repetitive format and art forms." Interestingly, the 10 different themes of the festival are Foodistaan, a gastronomic experience curated and managed by Chef Saby; Compow, a festival of Pop-culture & E-Creativity; Toddyfest, a festival of drinkables, Band Baja+Bass, a festival of music; Fete De Luxe, a fair for high-end luxury products across categories; Great Indian Bazaar, a flea festival; Bachcha Party, a kids special party; Jaadunagari, one India’s first ever Festival of Magic & Illusion; Dramarama, a theatre festival and The Unburning which is world's first green effigy festival. Foodistan, the food festival is expected to draw direct comparison to other food festivals being organized in India. Based on reviews received on the day 1 of the festival, the attendees have found Foodistan to be a good fit among all the 10 themes of the event. Nishi Singh, 19 year old college student said, “It’s perfectly organized and the charges for food items are not too extravagant as well. I also liked how the festival was not too huge but managed still managed to serve a wide variety of cuisines to enjoy.” Abhishek Mankad, Director, 10 Heads Festival and the inceptor of Foodistaan elucidates on points that makes Foodistaan stand out from other food festival, “From all our research and knowledge about food festival trends from across the world, the one thing we were certain about was – variety and people getting to enjoy the variety and the real essence of a food festival. To encourage that our portion sizes will be smaller (so people can sample far more food) and our price-points are in line to ensure that they can sample more, comfortably. In addition to this, all participants will be doing a special menu with 1-2 dishes that will only be whipped up for the Foodistaan patrons. His extreme passion for food and vast knowledge across cuisines and culinary cultures was the catalyst behind seeding Foodistan at the 10 Heads Festival." 10 Heads festival is also high on entertainment quotient as known performers like Daddy G, Badshah and Lucky Ail on board as performers throughout the four days of the festival. If the responses received on the first day are any indication, The 10 Heads Festival has without a doubt provided a refreshing experience to its attendees on the first day. With 3 days of holidays still left, the event by Trifecta is perfectly timed and will likely see more crowd pouring in weekends as well.
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In an attempt to bounce back into the Indian automobile market, Fiat recently launched its two new products hatchback Punto Abarth and crossover Avventura. With both the products priced at Rs.9.5 lakh (ex-showroom, Delhi) the company’s ideology has now shifted towards providing its target group the thrill of a racing car with the benefit of fuel efficiency that matters the most to Indian customers. The launch event took place at Taj Hotel, New Delhi and was executed by Leo Burnett. Kevin Flynn, MD, FCA India was present at the launch event and spoke about launching a new media campaign to promote the two new offerings by the brand. Apparently, the last campaign by Fiat, “Crafted for Car Lovers’ failed to create any magic for the brand as it registered its lowest sales figures in the previous month of September. When asked about what will the new campaign by Ford focus on? Kevin replied by saying, “We currently have an ad in place that revolves around the philosophy that the steering wheel and a car are not just elements of commute but they are also elements of having fun. At the launch event too, the ambience that we have used is dark and menacing which resonates with the products that we are offering. A different idea like this will surely give us an edge. In terms of experiential we will be doing a lot of mall displays, road shows and exhibitions with these products as I fervently believe that the proof of the pudding is in the eating.” The launch event by Fiat saw an extensive use of LED backdrops and 3D Designs to launch the new offerings by Fiat and was admired by the attendees. Post the launch Fiat also provided the attendees to experience the functions of the cars through test drives. Talking about the importance of India as a market for Fiat, Kevin said, “India forms a massive part of the company’s plans and we are really determined to bring more upmarket products here. We fervently believe that these two new category defining models from Fiat would catch the fancy of car enthusiasts and perk up sales during the festive season.” Highlighting the importance of BTL campaigns for Fiat, Kevin said, “There is already too much noise in the ATL and outdoor mediums today. The answer here is not to invest more money into it to make it noisier but create unique ways to cut through it.”
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A report by Huffington Post earlier this year, revealed that if Facebook was a country then would be the most populated country in the world having 1.39 billion people logging in every month to find out the latest piece of information in their news feed. Such is the power owned by the social media platforms like Facebook, Twitter, Youtube and others today. Not only have these platforms provided an opportunity for the masses to be constantly connected with their surroundings but also these are known to serve the purpose of reflecting democratized opinions and finding out what topic around the world most concerns the people living in it. Interestingly, the advantages of social media do not come without some disadvantages of their own. With no-filter to weed out the inappropriate and spammed content on social media domains, any particular incident or news can be easily manipulated to create havoc in the lives of ordinary citizens. So can we find a balanced use of the social media in the media and entertainment industry was the subject of an insightful panel discussion at the 4th edition of the CII Big Picture Summit 2015. The panel was chaired by Satya Raghvan, Head, Youtube India, Viran Jani, Head-TV Partnership, Twitter, Rajdeep Sardesai, Consulting Editor, India Today Group and moderated by Suhel Seth, Managing Partner, Counselage India and Founder, Equus. Rajdeep Sardesai started the session by delivering an address on the predicament of social media today. He established that instead of going out and finding the real news items to debate and highlight, a large number of media organizations look for the topics trending on social media platforms and then cover them in form of news as they are a reflection of what the society is speaking about. He said, “What’s interesting is how one perceives social media? As it has over all the years established itself both as a challenge as well as an opportunity.” With no filer in place, anyone with a few social media followers can create a negative propaganda about any issue or brand and can also influence others buyers in the process. Case in point, in late 2014 a war between Amul and an angry consumer Neha Tomar broke out on the social media where the latter posted updates questioning the quality of Amul Milk. The campaign went viral on the web with multiple shares and significantly impacted the sales of the product. Consequently, Amul took to social media too to prove how it had always maintained quality standards consistently. Speaking about how such negative and baseless hateful content can be removed from social media Viran Jani said, “Communicating fearlessly is the crux of the overall ethos of Twitter and this is how we have always wanted to position it. However, we do realize that with power in the hands of only consumers there are times when manipulation by a few will come into play and thus we are working towards addressing the issues of abuse.” Highlighting the same point, Satya Raghvan said, “Because the content created on social media platforms like YouTube is in such large quantity that it is impossible to police it. Yes, there are negative implications too however one simply cannot overlook the positive stories that are created through it. One has to work towards creating a fine balance between the two and that will only happen when stakeholders sit together and take steps in partnership.” Interestingly, the nucleus of Raghvan’s address can be directly related with brands like Nestle which has innovatively engaged its consumers in a damage control act after having its premier product Maggi banned from the Indian market due to excess of hazardous lead chemical was found in it. The brand has created a positive nostalgia campaign on social media which has often trended on twitter and facebook due to the massive positive response received by audiences. Suhel Seth highlighted that for most brands social media has become an indispensable part of their marketing strategy but they are not truly optimizing its potential and merely tick boxing it on their marketing plans. Viran Jani added to the same by saying, “Brands and everyone else who wants to use the social media to their advantage need to adopt a 360* approach to it which goes beyond a facebook page and twitter handle.” He added brands today need to leverage all platforms on social media by creating an innovative marketing mix through using different platforms available on social media to position its brands into the minds of its target consumers.
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After the talks and speculations having been on for around six months, Dentsu Aegis Network today has officially announced the acquisition of Fountainhead Entertainment, the events and experiential marketing agency. Having been established by event industry patrons Brian Tellis, Neale Murray and Otis D’Souza in 1994, Fountainhead Entertainment is headquartered in Mumbai and has over 200 employees. The agency boasts of having over 100 illustrious brands in its portfolio and specializes in all types of events, digital initiatives, product launches, brand activation and meetings, incentives, conferences and exhibitions. Industry sources reveal, that the size of the deal is between Rs 300-400 crore. Speaking about the acquisition Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia, said, “The BTL part of the business has been growing twice as much as ATL. We already have PsLIVE and now we look forward to combine the two and become largest in the experiential field.” The current management of Fountainhead team is expected to stay as it is. Post-acquisition too, Fountainhead will continue to be led by CEO, Brian Tellis, who will now report to Ashish Bhasin. This acquisition adds up to the dream of Dentsu Aegis Network to become the second largest agency group by end 2017 in India.
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Baggit, one of India’s most promising handbag brands is known to heavily use the medium of BTL to market itself. The brand recently was instrumental in hosting its own customized show at the Lakme Fashion Week and also ran its second edition of #PlayTheLifeGame campaign which managed to wow the social media by being the top trending item on twitter. In a candid conversation with EE, Vicky Ahuja, Director Marketing & Sales, Baggit talks about the on ground initiatives of the brand and its marketing strategies ahead. What defines the marketing philosophy for Baggit? Our marketing philosophy is derived from the Brand Vision. The design, quality and aesthetics of the product are at the centre-stage and appeal the most. Without a doubt, our marketing strategies are designed to showcase these qualities in our products. The mall revolution has helped us reach Indian woman without huge investment in advertising. We do realise that with online e-commerce revolution, the rules of the game have changed, further. Hence, we have added a layer of visibility above the traditional methods. As a result we entered the digital platform before other brands in the bag industry. We have social media strategy in place and we also leverage the power of PR. Additionally, we have done some select tie-ups for relevant visibility - Lakme Fashion Week and Bang Bang Movie. Baggit follows franchise model and currently has its presence in 61 cities, including metros and tier II cities with 40 exclusive outlets and its presence in 300 multi brand retail stores. Internationally, we have made a foray into the Kenya market with an ultimate vision to make Baggit, a global brand. What are the marketing campaigns Baggit has rolled out recently and how successful were they? Baggit’s latest consumer driven campaign is “Play the life game” . The campaign celebrates the different roles and moods Contemporary women have in their lives. Keeping this in mind, the bags created have been matched to the moods displayed by women. We have done few innovative videos on our microblogging site where female audience can choose a video based on their mood and accordingly reached out to our TG through activations and engagements at one to one level. The campaign has been very successful. We gained maximum engagement on social media and trended nationally during Spring/Summer 15’ and Fall/Winter 15’. Also, our sales growth is testimony to the success of this campaign. The brand is high on using digital and print campaigns to promote itself. Share with us some of your most engaging on-ground campaigns? Some of the on-ground activations that Baggit has done involves mall promotions, fashion-shows and road shows. We also made our maiden voyage in Lakme Fashion Week with a show of our own, in 2015. We also had a tie-up with Bang Bang movie, which involved more on-ground activations. Baggit merges online and on-ground integration to ensure amplification to the target audience. Since social media plays a vital role in changing the lives of different consumers, Facebook is a critical part of the marketing mix. Facebook campaigns have worked for Baggit in building awareness, customer engagement, to launch our latest collections, invite our fans for events such as Lakme fashion week. What are the upcoming campaigns Baggit looks forward to launch for the upcoming festive season? For this upcoming festive season, Baggit is bringing a lot of interesting offers for their target audience. For the first time, consumers will stand a chance to choose between a plethoras of gift options. While the gifts are guaranteed, customers get a chance to choose between multiple options. Our USP lies in being an eco-friendly brand with a wide range of vegan products. We recently celebrated World Ozone Day to promote sustainable environment, where customers had an opportunity to recycle their old Baggit bag with a brand new Baggit Bag on preferential discount. After Lakme Fashion Week what are some of the other associations down the line for the brand? Yes, we have recently collaborated with Lakme Fashion Week. Infact, Baggit was the only bag brand who had their own show “The Baggit Show” at the Lakme Fashion week – Fall/Winter 2015. We are very opportunistic in the way we grab any opportunity that comes our way. And we make sure it fits in with the long term vision of the brand. What does the brand hopes to accomplish by the end of the year? With the launch of our campaign "Play The Life Game", our association with Lakme Fashion Week and many other fashion events, we hope to raise the brand's equity a notch higher in the minds of our current target audience. Also, we plan to expand by adding many more Exclusive Baggit stores in different cities, through distribution network. With the growth in Online retail, we hope to see baggit's presence strengthened in this sector as well. This goes without saying that our marketing strategies will also be more creative and more unconventional than usual. We look forward to using an interactive mix of on-ground, digital, experience driven campaigns that will help us establish a better connection with our TG.
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