Orient Electrical, a CK Birla Group model, has not too long ago launched its winter marketing campaign, Fatt Se Garam, to advertise its vary of water heaters. Younger millennials are the audience for the marketing campaign, which emphasises velocity, comfort, and innovation in heating options.
The marketing campaign includes a multi-channel strategy, with social media content material, CGI movies, and influencer collaborations, together with a presence on e-commerce platforms. Contextual promotions on widespread digital platforms corresponding to Zomato, Spotify, and Uber help the marketing campaign’s seamless reference to youthful audiences.
Complementing this digital push, the marketing campaign additionally contains modern outside billboards in choose high-saliency cities and print advertisements in nationwide and vernacular newspapers.
Anika Agarwal, chief advertising and marketing and buyer expertise officer, Orient Electrical, shares that the marketing campaign was conceived to focus on its water heaters’ core proposition of sooner heating. Each immediate and storage water heaters function superior expertise, like world-flow expertise, guaranteeing 20% sooner heating.
“After analysing the conversations round water heaters, we realised that whereas purposeful elements like effectivity, efficiency, and sturdiness are essential, the patron’s engagement with the class was comparatively low. This led us to create a marketing campaign that mixed these purposeful parameters with one thing relatable for youthful audiences,” she says.
Focusing on youthful audiences
With millennials and Gen Z anticipated to make up 75% of the patron base within the subsequent 5 years, Agarwal notes that Orient Electrical is doubling down on concentrating on youthful audiences to drive development within the water heater class.
Talking concerning the technique, she says that younger, first-time owners and renters particularly search for home equipment that match their way of life.
“They [young consumers] search value-for-money propositions that mix effectivity, fashionable designs, and lifestyle-oriented options. Our focus is on creating merchandise that align with their way of life aspirations whereas delivering distinctive efficiency.”
Anika Agarwal, Orient Electrical
Advertising and distribution methods
Orient Electrical has employed a multi-channel technique encompassing digital, print, outside (OOH), below-the-line (BTL) activations, and social platforms.
“The phrase ‘Fatt Se Garam’ itself offers synergy throughout mediums. It really works nicely in outside improvements, print, and hyperlocal digital promoting,” says Agarwal.
For digital platforms, the model adopted a contextual strategy to have interaction shoppers. “On Uber, we focused shoppers with messages like, ‘Your water will warmth sooner than your cab arrives,” Agarwal defined, showcasing the marketing campaign’s inventive integration throughout platforms.
The model is betting on a digital-first technique to maximise the impression of its newest water heater marketing campaign, concentrating on the highest 20 Indian markets with a mixture of on-line and offline initiatives.
Highlighting the marketing campaign’s strategy, Agarwal says, “The marketing campaign ensures availability on platforms like Amazon, Flipkart, and our web site for a seamless client journey. Greater than 60% of shoppers analysis on-line earlier than shopping for, whether or not offline or on-line.”
The marketing campaign can be leveraging outside and print media in key markets to enrich its digital presence. “Round 60-70% of the finances for this marketing campaign has been allotted to digital channels, with the rest supporting offline actions,” she shares.
Orient Electrical is spending 10–15% of its general advertising and marketing finances on the marketing campaign, which goals to strengthen the model’s pan-India presence and is supported by a strong distribution technique.
“We’ve got a robust presence within the North and East areas and are constructing our distribution community within the West and South.”
Anika Agarwal, Orient Electrical
As digital platforms proceed to reshape client behaviour, Orient Electrical has made linked tv (CTV) a cornerstone of its media technique. Within the final 12–18 months, the corporate has allotted a good portion of its promoting finances to digital platforms, together with CTV, to capitalise on their rising attain and engagement potential.
“Over the previous 12-18 months, we’ve allotted round 60% of our promoting finances to digital platforms, together with CTV. That is now an integral a part of our media technique.”
Anika Agarwal, Orient Electrical
The model has utilised non-traditional promoting platforms like Zomato, Uber, MyGate, and Spotify to achieve youthful, tech-savvy shoppers.
Talking concerning the impression of those platforms, Agarwal shares that the model measures success by means of model search queries and conversions.
“We have seen a 13-15% improve in model search queries in comparison with final 12 months and better conversion charges on e-commerce platforms and our web site.”
Anika Agarwal, Orient Electrical
Whereas Fatt Se Garam is seasonal and can run by means of January, Agarwal reveals that the corporate’s promoting focus will shift throughout main occasions like IPL to advertise cooling merchandise corresponding to followers and air coolers.
“Water heaters are a seasonal class, so our focus will stay on campaigns for this class till January. Throughout occasions like IPL, we’ll shift our promoting focus to cooling merchandise like followers and coolers,” she explains.
Reflecting on the marketing campaign’s classes, Agarwal emphasises the position of up to date messaging in connecting with youthful audiences.
“Two key classes are the significance of contextual messaging and hanging the appropriate tone for youthful audiences. Shifting ahead, you possibly can count on extra modern, tongue-in-cheek campaigns from Orient Electrical,” she says, hinting at plans to increase this inventive strategy into different product classes.
Written with the View : afaqs