Marketing ShOTTs with Sunil Panchal, General Manager – Kajaria Ceramics Limited
Marketing ShOTTs – a platform for CMOs and industry thought-leaders to gather and share insights, tips, and trends from the world of advertising that fuel marketing strategies for top brands.
In this edition, Sunil Panchal, General Manager – Kajaria Ceramics Limited, talks about the brand’s association with Disney+ Hotstar and how sponsorship on BB Tamil has proven beneficial for them to drive awareness in the South markets.
Kajaria is an Indian home-grown brand. What’s the strategy to keep the momentum on building a strong brand image?
As a ‘Made In India’ brand that caters to evolving audiences, we leverage technology and expertise to churn out products that are at par with the best in the world. Our motivation and the feeling of giving back to the country through optimum utilization of the resources available in the nation set us apart. Our strategy revolves around promoting support for goods manufactured locally. Along with impassioned marketing, we ensure to build trust among consumers by catering to them with quality goods produced by high technology, one that complements their distinctive style and needs. We are known for being rooted in Indian soil as our global manufacturing base and being synonymous with innovation. Our work and growth strategy symbolizes our commitment to the furtherance of India and is focused at contributing to the growth of the nation.
What according to you is the perfect media mix for building awareness in your category?
As the first step for making any marketing decisions, we conduct extensive research to evaluate the sentiments of our existing customers, examine media and advertising landscape and trends, and accordingly modify our strategy continually. Looking at the extensive use of digital amongst our audiences, we have increased our budget allocation on the medium. To begin with, we identified the digital platforms and content that were popular amongst our audiences and leveraged that to tell our story at scale. Next, we understand who and what influences our core audiences’ purchasing decisions and create campaigns that have a personal touch so as to connect with the customers’ hearts.
As a leading brand, how has digital, especially OTT, been an enabler in connecting with your core audiences?
In today’s day and age, with the growing penetration of digital, every brand must leverage it to its fullest potential. Building a relationship with your core audience can be a challenge, especially when one has set their sight to do clutter-breaking work. However, a strong brand presence on digital, especially OTT, has enabled us to engage and build affinity and trust amongst our core audiences at scale. It’s simple, we want to be where our audiences are. Just like our offerings are evolving with the taste and likes of Indian consumers, our strategies to build a strong brand presence need to too. We are a brand that capitalizes on solid growth opportunities, and we see that happening through OTT. Consumers are extensively watching content on OTT, and with a shift in their content consumption habits, it was only wise to leverage the platform’s exponential reach and scale to tell our story.
Can you throw some light on narrowing down on BB Tamil on Disney+ Hotstar for your brand building efforts?
Kajaria is a home-grown brand, and we want to cater to India’s nooks and corners. Our region-specific strategies and targeting have enabled us to secure a strong foothold in all pockets of the country, and we are focused on strengthening it further. The South market is key to us, and we are onboarding more dealers to address the growing market demand. Our selection of targeting viewers on Bigg Boss Tamil on Disney+ Hotstar is in-line to build awareness and be top-of-mind for consumers within these markets. The show is amongst the top entertainers in the region and has tremendous viewership. The wide reach and scale of Disney+ Hotstar and the show’s popularity as a family entertainer make it a perfect association to drive brand conversations.
How would you evaluate the success of your campaign and partnership with Disney+ Hotstar?
Our campaigns are built on compelling ideas that celebrate the intrinsic strength of India and how the brand reflects what makes the country strong. We identified Disney+ Hotstar as an apt medium to exemplify this story, owing to its deep penetration and the presence of our targeted audience on the platform. As the show is ongoing, we await results around this association. However, on the surface, we have been able to gauge a great response amongst viewers, specifically dealers. They are noticing the brand mentions, and the integrations on the show have effectively created brand awareness.
