Fond memories of growing up in a city are never complete without remembering the sights and smells of our favourite sweetmeats. Jalebis and kachoris from Brijwasi Sweets were a must have on all festive occasions. Little did we care to know what it takes to be a 60-year-old brand churning out mouth-watering Indian delicacies day after day even today.
Nor about how it manages with its marketing needs. Or even about how important is brand image for SMEs or startups.
Vistaprint, an online print store has brought forth the story of Brijwasi Sweets as shared by Anuj Goyal, the grandson who’s been changing the way things worked at the sweetmeats brand, although his family felt a 60-year-old legacy need not evolve. ‘Chalta hai, chalne do,’ they said, but Anuj wanted a unique experience for his customers.
The 2-minute video story takes us through how the company ensures uniform branding across all its stores, right from the staff uniforms to the flyers and menus with help from Vistaprint. The film is part of its campaign #ChaltaHaiKoChaltaKaro.
Vistaprint is striving to grow in India with its range of offerings from business cards, printed or embroidered apparel and other business marketing needs like brochures, flyers, etc. The brand had launched ‘#ChaltaHaiKoChaltaKaro’ last month with a series of ad films throwing light on offline printers’ woes.
The ad films take a hilarious approach to when your printer guy thinks it’s absolutely ok to mess up with your company name or not deliver on time or print only if you have a quantity of 100. The films talk about the Vistaprint promise of quality, wide options, on-time delivery and no cap on minimum order size.
The new series of films for #ChaltaHaiKoChaltaKaro is celebrating this very spirit of not falling victim to the ‘Chalta Hai’ attitude. And what better than real life stories. The brand has roped in many young founders to share their story of success and how they broke the ‘chalta hai’ norm.
Here’s the story of Arunabh Kumar, the Qtiyapa guy who founded new age media company, The Viral Fever.
Ankita Tandon of CouponDunia shares her entrepreneurial journey:
Real storytelling. Real brand building
Real life stories find a better connect in these virtually connected times we live in. Gone are the days when a Bollywood star or a cricketer became the face of a brand; new age companies are more in synch with new age consumers and so we find a rise in the celebration of everyday heroes and their inspiring stories.
This year saw quite a lot of Indian brands roping in real life heroes to bring alive their brand message. Vistaprint is building its brand image one real story at a time via #ChaltaHaiKoChaltaKaro. Bringing on board young entrepreneurs to share the importance of right marketing material is a clever plug by the brand.
It does make for a memorable brand recall amongst its target audience as well as establish the brand promise. Surely, you’ll give Vistaprint a shot before you visit your local printer.