India’s largest online marketplace, rolled out its new brand campaign featuring Irrfan Khan, and driving the core message as ‘Kaam Yahin Banta Hai’. Objective is 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 on IndiaMart. Time is to tell how successful the campaign will be. We bring you a sneak peek.
Conceptualised by McCann, the 360-degree-initiative is set to integrate print, TV, radio, outdoor and a digital mix of social media – Twitter, Facebook and Youtube. It primarily focuses on the new-age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements.
The TVC provides an illustration behind the key communication – ‘Kaam Yahin Banta Hai’. It showcases award winning actor Irrfan Khan as a well-informed, smart and new-age employee of a manufacturing house, who is pretty confident that all his key requirements could be fulfilled through IndiaMART effortlessly, whether it involves ordering fabric, office furniture, buttons used in manufacturing of shirts, air conditioners, etc. Each time Irrfan needs to order something, he merely plays a tune and accomplishes his task before anyone realises, thereby implying that finding the relevant suppliers/sellers is as quick and easy on IndiaMART as playing your favourite tune. The film signs off with the brand thought ‘Indiamart.com – Kaam yahin banta hai.’
According to Sumit Bedi, Vice President – Marketing, IndiaMART, “We are extremely thrilled to roll out our first multimedia campaign, which focuses on increasing the brand awareness for IndiaMART, and also aims at establishing a stronger connect with the buyers. According to a recent global research, businesses spend 52% of their time in identifying the right business partners. This is where IndiaMART comes into the picture. A move in this direction, the TVC seeks to highlight the fact that IndiaMART allows buyers to shorten the time they spend in doing the same and find genuine sellers with help of just a click.”
Sumit adds, “Our brand thought ‘Kaam Yahin Banta Hai’ perfectly captures the essence of IndiaMART and how it has made possible for businesses to get their work done in no time. Irrfan has lent realism to our brand, with his extremely effective style of communicating messages, with which a common man is able to connect. Along with this, I am confident that the right blend of mass media channels would ensure that we reach out to all and clearly convey what we stand for.”
“The campaign captures the USP of IndiaMART which is convenience – ease of buying,” says Aneesh Jaisinghani – ECD, McCann Group. “The TVC is targeted at the smart buyers who are looking for a much reliable, quick and effective solution for all their key buying requirements. It establishes the fact that IndiaMART is their first choice,” he adds.
Keeping upbeat with the hashtag trend, a massive digital campaign was held around Twitter (http://bit.ly/1yo0akq) and Facebook (http://on.fb.me/11mGUZr) page of IndiaMART earlier in the week, asking people to share their favourite #aaramkitune (tune that relaxes them the most) and enabling IndiaMART create the longest playlist of aaram ki tunes. The contest was a precursor to the main TVC, where Irrfan Khan plays his aaram ki tune while buying through IndiaMART.