India will have 100 million online shoppers by 2016, out of which 50 million new buyers will come from tier 1 and 2 cities, said the annual online shopping growth trends report, compiled by combining an extensive research conducted by Forrester Consulting and Google search trends.
The slow and steady adoption of internet as life has mobile dominating the entertainment and consumption behaviors Businesses are expanding to cater to this growing need. With international players like Amazon, Alibaba already trying to grab a bigger pie, Indian players too are leaving no stone unturned.
Seeing this digital boom that is all set to explode in the country, IndiaMART, India’s largest online marketplace for small and medium-sized businesses in India, recently rolled out its new brand campaign featuring Bollywood actor Irrfan Khan, to drive the core message of “Kaam Yahin Banta Hai”.
The 200 crore company headquartered in Noida has launched a 360 degree campaign to create extensive awareness on the wide offers available to buyers across the globe, who can easily find sellers across different product categories by simply logging on to the portal. In a company release, Indiamart, home to more than 15 lakh sellers with over 3.5 crore hosted products, states that – “It primarily focuses on the new age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements.”
Talking to Lighthouse Insights about the change in communications, Dinesh Gulati, Director, IndiaMART informed that with the fast pace of internet adoption, the company felt that it is the right time to reach out to a larger set of buyers (including individual buyers) and showcase the value proposition of the platform to all – SMEs, big buyers, and the masses at large.
Conceptualized by McCann, the 360 degree campaign had a sizeable leg in digital along with other mediums such as TV and Radio. Going by the trends, IndiaMART revealed its new TVC featuring brand ambassador, Irrfan Khan on social media first.
The less than a minute long video shows Irrfan playing his “aaram ki tune” on IndiaMART while making the required purchases. An employee of a manufacturing house, you see a confident Irrfan finding relevant suppliers on Indiamart by just playing the ‘aaram ki tune’, while placing orders for fabric, office furniture, buttons used in manufacturing of shirts, air conditioners, and more.
Thereby demonstrating that finding relevant suppliers/sellers is as quick and easy on IndiaMART as playing your favourite tune! The TVC ends with the brand message “Indiamart.com – Kaam yahin banta hai” (work only happens on Indiamart).
Lighthouse Insights caught up with Dinesh to understand more about the campaign objective, the conceptualization of the TVC and the brand’s digital belief hereafter. Shared below are the excerpts from the email conversation:
1. What is the business objective behind the recent campaign “Kaam Yahin Banta Hai”?
We aim to position IndiaMART as the preferred destination for buyers for fulfillment of all their key requirements, whether business or personal. The idea is to highlight the ease and convenience that the platform offers to them, along with a wide choice of trusted products and suppliers. The campaign also aims to streamline the fact that IndiaMART allows buyers to shorten the time that they spend in finding the genuine and right business partners, with help of just a click. We are hopeful that through this campaign, we would be able to communicate what the brand stands for.
2. What was the brief given to the creative agency for the TVC. How do you see them being met?
The brief that we shared with our creative agency was simple. Our main aim was to create extensive awareness among masses on the wide opportunities that the platform offers to the buyers across the globe, who could easily find sellers across different product categories, by simply logging on to IndiaMART.
Our ‘Kaam yahin banta hai’ campaign is a step in this direction. We have over 1 crore buyers visiting our platform every month. Going forward, we hope to create a strong top-of-the-mind recall for IndiaMART amongst the masses.
3. Along with mass media efforts, digital had a strong leg in this campaign. Your thoughts on it and how do you see the response.
Social media is an extremely fast moving medium in today’s world and is probably the best way to make your brand be heard. Before our TVC was rolled out, our #Aaramkitune contest was widely spread around Twitter and Facebook, and resulted in maximum buzz, garnering us around 9 million impressions on Twitter. Considering the reach of this platform and the potential that it carries, our TVC was launched on the digital platform initially, and was followed by TV and radio. On YouTube, it had already gathered around 1.5 million views, before it had actually hit the TV screens.
Another contest was run on social media post the launch of the campaign, which asked people to watch the TVC and answer the questions related to it. Again, a great participation was witnessed and we are happy to have connected with a huge set of people on these platforms.
4. How do you see moving ahead from here, does the belief and budgets increase more on digital and social media.
Digital and Social media have a closer connection with the masses now. Realizing the fact, we consider digital media as an inevitable part of our marketing mix, and it will surely take stronger hold in times to come.