LACH

LACH

Project: Event Marketing and Promotion

About the brand:

The Leela Palaces, Hotels and Resorts is one of the biggest and most celebrated indigenous group of hotels in India. The Leela Ambience Gurgaon is located at the Delhi-Gurgaon border. The hotel is part of a lifestyle complex, offering guestrooms, suites, and Leela Residences. The restaurants and lounges offer innovative cuisines from across the world. The Leela Residences, the luxury serviced apartments, redefine comforts of modern convenient living outside of a hotel room, but with all hotel luxuries.

Goal:

  1. A marketing campaign to catch the attention of the “big party spenders” and give them a pre-experience of the grand New Year’s Eve event starring Jassie Gill and Babbal Rai.
  2. A campaign for the celebration of the employees and the most successful year (2019) for LACH.

Campaign Idea:

Digital creatives for promotion of the event and celebration of the employees and the most successful year for The Leela Ambience Gurgaon.

Outcome:

  • A digital creative followed by a series of different versions were used across digital mediums. Engaging and informative direct message content was created as well. The creatives were clean and concise but giving all the information needed to catch the audience’s attention. The creative was also used for big banners across Delhi-NCR.
  • Digital creatives themed as newspaper front page, to touch the emotion of being in the newspaper, were created to celebrate the employees and success of The Leela. There were separate creatives for each department with the best performers and head of department’s pictures and encouraging messages from the director and leaders.

The campaign ended with an amazing success party for the employees of LACH.   

Hero MotoCorp

Hero MotoCorp

About the Brand:

Hero MotoCorp is a worldwide known brand. In 2001, Hero achieved the coveted position of being the largest two-wheeler manufacturing company in India and also, the ‘World No.1’ two-wheeler company in terms of unit volume sales in a calendar year. Hero MotoCorp Ltd. continues to maintain this position to date.

Goal

A broad marketing campaign for multiple dealerships of Hero, specifically designed to reach every last person of the tier 3 population to create awareness, generate engagement, and leads.

Challenge

One of the biggest contributors to Hero’s success is the tier 3 sector of India, to whom the affordable yet quality bikes and scooters cater the most. The type of content that the tier 3 audience consumes is very different from the content that is favored by the top tiers. Also, in tier 3 towns the local automobile dealer is a local brand in itself.

Campaign Idea

Hero conducts the sales for its products through dealerships, and usually, there’s a dealership for specific towns and small cities. Through “hyper-local marketing”, the process of targeting prospective customers in a highly specific, geographically restricted area, sometimes just a few blocks or streets, each dealership can target its own small radius of the audience through Facebook ads.

Outcome

With a calculated budget of 6,000 per dealership, we generate vernacular content for 18 dealerships of Hero and run area and demographic-specific ads on Facebook. The response to all the engagement on Facebook is immediate and personalized replies in the local language the audience feels comfortable communicating in and not just automated replies for all.

Through hyperlocal marketing, the brand equity for each dealership was increased and so was their reach in the area. From June 2019 – June 2020, the total engagement on Facebook was about 2 million. At least 4 bikes and/or scooters are sold by every dealership per month which results in a revenue of 2.3L to 2.5L per month.

Adda52

Adda52

About the brand

Adda52 “Where India Plays Poker” is an Indian gaming website. It’s known for its poker and other online card games. Adda52 is considered to be one of the leading gaming websites in India. The website is owned by Gaussian Networks Pvt. Ltd (part of Delta Corp – only gaming company in India listed on both BSE & NSE).

Mission

Adda52 had a TVC campaign coming up with Chris Gayle and the goal was to create “pre-launch hype” for the same.

Challenge

To penetrate into the user mind with a strong brand recall even before tv ad was launched.

Idea

A widespread digital campaign for pre-launch curiosity creation among the fans, with a goal to increase the curiosity among the users about the campaign hook which was “cosmic egg”.

Outcome

The trending topics at the time were Avengers Endgame and Game of Thrones, so we created digital creatives and gifs surrounding that.

The gifs got a lot of attention and engagement, with individual posts getting around 90,000 views and 50,000 reactions. The campaign turned out to be a huge success with established media channels like Quint and Afqas talking about it.

Anytime Fitness India

Anytime Fitness India

About the brand

Anytime Fitness is a 24-hour health and fitness club headquartered in Woodbury, Minnesota. The company operates over 4,000 franchised locations in 50 countries. According to Forbes, Anytime Fitness was the fastest growing health club franchise in 2014. In 2015, Entrepreneur Magazine ranked Anytime Fitness first on its global franchise list.

Goal

Increase regular member engagement on social media platforms and encourage members to take a step ahead in building a better relationship with the brand.

Challenge

Usually, all the events, digital or not, are based around fitness challenges (Dance, Zumba, Yoga) which started to become monotonous for the members.

Campaign Idea

A photography contest, “Your Click Counts” where members have to take a picture with the Anytime Fitness logo in the background, and show their creativity through emotions in the gym, equipment usage, interior, exterior, etc, with a prize for the top 10 entries.

Outcome

More than 180 participants from different locations in India submitted their entries out of which the best 10 were selected and rewarded. Overall social media engagement increased by 22% during this event. Other than that, the event resulted in:

  • Greater brand loyalty
  • Member relation strengthened
  • Image bank with permission to use with credits
  • Happy members

Apollo Pharmacy

Project: AP Heroes Program – Content Modernization

About the brand:

Apollo Pharmacy started in 1987, is a part of Apollo Hospitals – Asia’s largest healthcare group. It is India’s first and largest branded pharmacy network, with over 3000 plus outlets in key locations.

Goal:

“Content modernization” to create a “100% digital learning portal” for the new joining members in Apollo pharmacies.

Challenge:

Traditionally Apollo Pharmacies trained their new members through face-to-face interactions and presentation-based schools like teaching models and the content was not suitable for self-digital learning.

Campaign Idea:

Redesign the old content present in the form of PPTs and PDFs into a fresh easy to understand all format.

Outcome:

All the outdated content which would result in a bad learning experience was redesigned into a fresh format with a highly updated user experience. Readability and visibility of the content were kept as a prime focus.

The user’s digital learning experience was of prime importance and a lot of visual aid was made a part of the content. Fresh images, videos, and animated videos to make topics easy to understand were created and used.

“Content localization” was also done. All the content was made in 3 different languages (Hindi, English, and Telegu) with a high focus on making medical terminologies easily understandable.

A Fitness Brand’s Digital Presence: An Indian Perspective

A Fitness Brand’s Digital Presence: An Indian Perspective

Now, the Digital Presence of any brand is a new normal. So the health and fitness sector is not an exception that can be left out. Everything is digital now webinars, dieticians, workout plans and fitness classes. So if you don’t want to left out you should be aware of these practices and start implementing in your business. There is a plethora of information about this industry which is accessible because of extensive digital marketing.

 

Digital Marketing With Indian Mindset:

You don’t have to be an expert to know that different people have a different mindset. And to grab customers in a new market that too in different geographic locations can be tricky so you have to plan your strategy carefully. Ask yourself different questions like: What is your focus point? What medium to prioritize? How to target your audience? How to grab the eyeballs? 

 

In recent times surprisingly and fortunately, India’s fit generation is very actively growing day by day. There is a huge potential in the market. You can follow this wave to grab that growing market of the fitness industry. But you have to use a unique strategy because of the Multiple moments of truth we Indians have. Let’s talk about this:

 

Multiple Moments Of Truth:

This term means there is an opportunity for an organization to make a difference whenever they are interacting with a customer. If we say that “moment of truth” is an opportunity in which an organization has to make an impression on a customer. Then there are touchpoints every human has if you press them that will help in getting those impressions. Well, it is very important that the company improve its customer experience as a whole, but defining those moments of truth and working to improve them can really do improvements to the customer journey. 

The process of buying something has changed. Now, people don’t just buy a product. It’s about forecasting memorable experiences from your favorite brand. There are multiple moments of truth with the Indian buyer like: 

 

  • First, they see a brand. 
  • Then they research it.
  • Take friends and relatives suggestions.
  • Will visit your store.
  • Compare prices with different brands. 
  • Then final anything.

 

So in this long journey, you have to give importance to each of the moments and plan your strategy accordingly.

 

Youtube Usage In Indian Marketing:

 

Indian fitness YouTubers have changed the entire game. Youtube has provided such a big audience for every business. It’s essential for the fitness industry because it’s driven by the visual content. There are more than 30 million fitness videos on youtube and plenty more on different social media platforms. There are so many people who have gained the status of fitness king and queen. When they started they don’t have any star status, professional equipment or any kind of production house. They are simply making videos on their smartphones and uploading them on youtube. Now they are doing so well. Let’s talk about some Influencers.

 

Who Are Micro-Influencers:

 

There are so many people who started on youtube early and now have gained so much of following on social media. They upload content regularly and everything they upload gets lots of engagement and likes. 

 

Some examples who are running their youtube channels so well.

 

  • Beer Biceps:

 Youtube Subscriber: 2.1 Million

 BeerBiceps by Ranveer Allahbadia is your ultimate Indian YouTube channel for everything from fashion to fitness to life coaching to motivational videos.

 

 

  • Guru Mann:

Youtube Subscriber: 1.6 Million

 

Guru Mann, the world’s first fitness professional who has launched 30+ free complete fitness programs with exercise and nutrition videos on the internet.

 

These have so much potential to promote your brand. But choose wisely which represents your brand well and can convey the message as you want him to.

 

What attracts new members?

 

Digital marketing can play a very important role in getting new members for your business. For that, you need a strategy which doesn’t look pushy or pricey. In India you can use certain content to show to your new members which might attract them are:

 

  • People are cautious about the crowd of the gym. So you can talk about your gentry through your posts.
  • Boast about the facilities you are providing like a sauna, steam, towels, cafeteria, and lounge, etc.
  • Don’t compete with your prices very frequently it can heart your brand image.
  • Create a sense of community that makes the environment of your gym so friendly and helpful that people don’t feel they are in a gym. Introduce different classes and push them hard to achieve their goals.
  •  Add value-added services in your packages like free diet consultant and Personal training sessions, make them believe that they are getting more in less.

 

Conclude

 

Well, don’t sit quite after selling a membership. Customer satisfaction has to be your top priority. Keep engaging with them by asking about their experience. Keep a review management system for your clients. So that you can get to know if something is wrong.

Digital marketing presence is very important because of its reach. Just keep in mind your audience you are serving.

Blog

Hyperlocal Marketing: Reaching The Real Last Mile

Hyperlocal Marketing: Reaching The Real Last Mile

The approach to marketing your product or service on a local level has undergone a major change. The paradigm has shifted from inserting banners and small print ads to targeting the people specific to their location. We’re talking about the targeting precise to blocks...

LACH

LACH

Project: Event Marketing and Promotion About the brand: The Leela Palaces, Hotels and Resorts is one of the biggest and most celebrated indigenous group of hotels in India. The Leela Ambience Gurgaon is located at the Delhi-Gurgaon border. The hotel is part of a...

Hero MotoCorp

Hero MotoCorp

About the Brand: Hero MotoCorp is a worldwide known brand. In 2001, Hero achieved the coveted position of being the largest two-wheeler manufacturing company in India and also, the 'World No.1' two-wheeler company in terms of unit volume sales in a calendar year. Hero...

Adda52

Adda52

About the brand Adda52 “Where India Plays Poker” is an Indian gaming website. It's known for its poker and other online card games. Adda52 is considered to be one of the leading gaming websites in India. The website is owned by Gaussian Networks Pvt. Ltd (part of...

Anytime Fitness India

Anytime Fitness India

About the brand Anytime Fitness is a 24-hour health and fitness club headquartered in Woodbury, Minnesota. The company operates over 4,000 franchised locations in 50 countries. According to Forbes, Anytime Fitness was the fastest growing health club franchise in 2014....