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JCB- GST Campaign
To adopt GST and communicate the updated pricelist of machines.
To understand GST and facilitate the smooth adoption of the process.
Fayda Guru – A mascot was made to tell people about the benefits of GST and input tax credit on JCB machines. It was done by designing POSMs and invites were sent for GST meets. Van campaigns along with online videos in vernacular language were created.
Ground activation gathered 500 interests out of which- 194 hot enquiries, 150 spot bookings, 19000 online view on video.
Everest – Samridhi
To deal with Dealer Appointment Challenges such as a limited sales team, quick expansion, dealing with dealers sceptical about supply and improving the overall sales for the brand. This called for a much focused approach taking into account these very specific challenges of the brand.
Dealers were faced with multiple problems and we were required to find a solution that would help both the brand and the dealers to negate those problems. In order for the brand to be successful, it was required that the problems faced by the dealers were either eliminated or reduced down to a manageable level.
The decided upon strategy required deployment of a team to support Everest in screening prospects and help them meet the specific challenges of dealers. We ran a carpenter contact program to help link carpenters with dealers and provide the dealers with an additional sales hand.
A state wide rollout across 29 districts of Odisha was undertaken which helped appoint 300 dealers and linked around 2000 carpenters. The CTP was attended by 9000 carpenters, which was highly beneficial for the dealer as well as the brand since it was huge help in addressing the specific challenges being faced by them.
Everest Orissa Launch
To raise awareness about Everest’s re-entry into Orissa market and support with a launch campaign. Everest wanted to foray into the Orissa market and reintroduce the brand. For this, they wanted a strong brand connect and an awareness campaign that would ensure that they reach their intended TG.
Everest was trying to re-enter the Orissa market and wanted support with the launch campaign. We helped formulate ideas that would help the brand foray into the market resulting in increased brand awareness amongst the TG. The market being already flooded with different brands; it became paramount that the strategy could give the brand an edge over its closest rivals.
We developed an inclusive activity plan with a lot of buzz and visibility keeping the brand and its specific requirements in mind. The strategy was primarily focused on making the brand standout in the market and re-establish it as a strong contender in the market.
30 districts in Orissa and 11 in Jharkhand. 2000 villages were covered with 8 Vans in 4 months connecting with approx. 20 lac+ audiences. 6 lac sq. ft. wall resulting in a significant rise in the awareness of the brand.
To make people aware of HIV Conduct
Aware people about preventive measures
Develop an interactive campaign and execute it in villages with involvement of ASHA and local PHC.
Project – SANKALP
Standard Operating Procedure (Mobile Van promotion with)
Decorated with banners
Fitted with AV system Street
30 Districts, 320 blocks, 700 villages covered in UP & MP.
Interacted with 70k+ audience
50% of which were female
Brand and Product Awareness for Toyota Etios and Liva.
Changing the perception of being an expensive brand.
Expanding Customer base
Toyota Sambandh – an experiential marketing campaign to generate awareness and provide experience to the audience through test drives
Standard Operating Procedure
Pre-Buzz Activity :
Road show Canopy, activity, Invitation to inﬂuencers
Emcee Engagement, Entertainment , Product brieﬁng , Test drives, Refreshments , Bookings
6 States covered
4700+ leads generated
3000+ test drives
JCB GYAAN GAADI
Increase the market size by creating new customer base
To create connect between brand and target audience
Spread awareness about brand and product and generate prospects
Using our past experiences of working with rural customer for JCB, we developed a concept “JCB Gyan Gaadi” – A vehicle which will spread knowledge about JCB to the targeted audience.
A branded air conditioned mini bus was taken and installed with LCD and sound system and a JCB theatre on wheels was created. Target audience will be escorted to this moving theatre and will be educated through audio/video means.
As we were to reach new audience who at the moment is unaware about the JCB machines and think they cannot afford it. So our strategy was to reach them in person and educate them about JCB Brand, JCB machines, different machine applications, machine ﬁnance.
As they are from low income group we presented JCB machine as an investment to them. They can purchase it on ﬁnance and in return machine will act as a source of earning to them by earning rental income.
HMD Healtcare is India’s top medical disposable consumables manufacturer. HMD owns brands like : Dispovan, Unolok, Cathy, Cathy+, Kitkath, Vaku, etc.
HMD is the pioneer in disposable medical consumables in India and are widely accepted by the user and medical faculty, but the brand loyalty is diluting with new players coming into the market. HMD had failed to create an iconic brand image despite of its market leadership.
1. Create a Mascot to add personality to the brand.
2. Awareness and leadership based content marketing on digital space.
3. Drive brand recall through unified communication across channels.
4. Improved communication strategy created for PR and Blog
1. Dedication of brand Mascot to Nurses on international Nurses Day was widely appreciated.
2. 35% growth in Search traffic due to improved ranking and 100% growth in social media engagement.
3. Coverage in news media and medical association increased due to strategic PR reach outs.
Jcb Rural Attack
Reaching the potential rural customer and creating awareness and visibility of JCB machines and motivating the TG to use original JCB parts. JCB wanted to create an experience for its TG that would make them connect with the brand and get a feel of how it feels to own a JCB.
JCB is a pioneer in heavy machinery used across a variety of industries and has a strong brand presence across India. The challenge was to reach out to rural customers and build awareness for JCB across the TG. The challenge was to come up with a strategy that would establish a strong connection between the brand and its targeted audience.
The strategy was to come up with on-ground activities across different states in India using JCB dealers to come up with a touch and try experience for customers. This was to facilitate a feeling of ownership among the customers even before they bought their first JCB machine.
The campaign has successfully covered 22 states of India in the last five years. Over 2000 activity days touched more than 1.25 lac people resulting in more than 2200 on spot booking of JCB machines.
JCB is the market leader in BackHoe Loader
JCB is the market leader in BackHoe Loader across the world. JCB India enjoys market leadership in India too.
JCB India wanted to explore new lead generation avenues to boost their pipeline and increase awareness. And target customer with specific messaging according to industry and location.
1. Industry specific series of communication on digital space i.e., Facebook, Twitter & online website has been initiated.
2. To drive top of mind recall, the communication approach was segregated into various segment of banners.
1. Social media ads became the top lead generation channel with lowest cost per lead for JCB India.
2. Emailers helped to increase brand recall,increased online visibility and engagement in their social channels.
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