Pidilite Industries, wh
ich brought out Dr. Fixit, has utilised the online medium to get closer to the customer and empower them with information on its products in cities (Dr. Fixit Centres) and small towns (Dr. Fixit Shoppees). On the online initiative, Anantha Subramaniam, Team Head – Marketing, Construction Chemicals Division states, “The new Dr. Fixit website is primarily targetted at technologically aware consumers, enabling them to get all the basic know-how and solutions to household waterproofing, tiling and repair problems.” The website also provides contractors’ and builders’ information on different choices of products et al.
Saffola, the popular cooking oil brand from Marico’s stable has come up with Saffola Healthy Heart Foundation. It aims to educate people on heart-care via health talks, heart check-ups & education programs. They also have an interesting food festival by the name of Haanrir Khabar Bhojbaji in Kolkota every year on the theme of healthy food. On World Heart Day (September 25), Marico promotes the “Saffola-healthy way of life” in Mumbai through the famed dabbawala network. On that day, a Saffola Pledge Card is sent with every tiffin, which encourages people to adopt healthy living. Saugata Gupta, Head of Marketing, Marico states, “Today, people working in stressful environments are prone to obesity, stress, hypertension & blood pressure. And dabbawalas supply tiffins to these very people. So who better than them?”
Another instance is HLL with Sunsilk, which launched an all-girl community & coined “Gang of Girls”, offering a unique experience for Indian girls to interact and have a lot of ‘girly’ fun. It includes an interface that helps girls upload their photographs online and have a makeover done. The concept of looking your best and enjoying life is the attribute that HLL wants girls to associate with the brand Sunsilk.
Increasing tendency of brands to involve target audiences more and more is also visible in the media industry. The trend has moved from taking opinion polls and feedback to the concept of citizen journalism. Reuters, for instance, has recently tied up with Yahoo to encourage people to make their own news and click photographs of events in their vicinity. With mobile cameras in vogue, that’s not at that tough! Moreover, it’s a nice way to involve the general public in your newspaper or TV channel; they also feel that they, as individuals, have a voice.
ich brought out Dr. Fixit, has utilised the online medium to get closer to the customer and empower them with information on its products in cities (Dr. Fixit Centres) and small towns (Dr. Fixit Shoppees). On the online initiative, Anantha Subramaniam, Team Head – Marketing, Construction Chemicals Division states, “The new Dr. Fixit website is primarily targetted at technologically aware consumers, enabling them to get all the basic know-how and solutions to household waterproofing, tiling and repair problems.” The website also provides contractors’ and builders’ information on different choices of products et al.Saffola, the popular cooking oil brand from Marico’s stable has come up with Saffola Healthy Heart Foundation. It aims to educate people on heart-care via health talks, heart check-ups & education programs. They also have an interesting food festival by the name of Haanrir Khabar Bhojbaji in Kolkota every year on the theme of healthy food. On World Heart Day (September 25), Marico promotes the “Saffola-healthy way of life” in Mumbai through the famed dabbawala network. On that day, a Saffola Pledge Card is sent with every tiffin, which encourages people to adopt healthy living. Saugata Gupta, Head of Marketing, Marico states, “Today, people working in stressful environments are prone to obesity, stress, hypertension & blood pressure. And dabbawalas supply tiffins to these very people. So who better than them?”
Another instance is HLL with Sunsilk, which launched an all-girl community & coined “Gang of Girls”, offering a unique experience for Indian girls to interact and have a lot of ‘girly’ fun. It includes an interface that helps girls upload their photographs online and have a makeover done. The concept of looking your best and enjoying life is the attribute that HLL wants girls to associate with the brand Sunsilk.
Increasing tendency of brands to involve target audiences more and more is also visible in the media industry. The trend has moved from taking opinion polls and feedback to the concept of citizen journalism. Reuters, for instance, has recently tied up with Yahoo to encourage people to make their own news and click photographs of events in their vicinity. With mobile cameras in vogue, that’s not at that tough! Moreover, it’s a nice way to involve the general public in your newspaper or TV channel; they also feel that they, as individuals, have a voice.
