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January 16, 2016March 28, 2019

Housejoy conquers Delhi and Chandigarh with right advertising

Housejoy Profile

Housejoy is a Bangalore based start-up. It aims to change the way the ‘hyper-local home services’ market works. Housejoy provides services under various categories in ten major cities of the country including its home city. The enterprise spread its wings across the metros of southern India and followed the Western Ghats into the largest cities of Maharashtra, Gujarat and Rajasthan followed by an entry into the national capital and its neighbouring cities.

The organisation intends to be the one-stop solution for all your home needs. Whether your bedsheets and curtains need a wash or you need a facial, the Housejoy app is sure to send you the best available. They get your laundry done, arrange for drivers, electrician, plumbers, beauticians, fitness gurus and pest control etc. all at the click of a few buttons. They repair your appliances, mobile phones and computers too.

Also, if you are planning to give your home a makeover, you can easily do so with the Housejoy carpenters and painters. Housejoy makes sure to background-check all its personnel so that you can relax and enjoy while they give your house or you a makeover in the confines and comfort of your house.

Need for Advertisement

Housejoy has been doing brilliantly for itself for the past one year but every time they entered a new market, it took them some time to pick up their pace. Advertising was the natural solution to this dilemma. Housejoy advertised with different ad agencies while launching in southern and western India. But the story didn’t change.

Housejoy comes across releaseMyAd

releaseMyAd is among the best online ad booking portals of India. Being a start-up themselves, they understand the pangs of nurturing one. Moreover, since the agency is based out of Kolkata and slowly has spread its network across all major cities of the country, it had faced fairly similar scenarios as Housejoy. When the releaseMyAd representatives met the Housejoy team, the partnership was sure to click.

Housejoy was planning to launch in Delhi and Chandigarh when they came on board.

Our Research

Every market is unique and it is imperative to understand the intrinsic details of every market before embarking on any ad campaigns. The releaseMyAd team is well aware of this scenario and thus dug into the target groups for Housejoy before the start of the campaign. Our team first identified the target audiences and then, found the most cost-effective ways to reach them.

Target Groups

Housejoy is a service provider and anyone tech-savvy enough to use their app or their website could be their customers. But keeping in mind, their rate of services, our team decided to target the working class population in Delhi and Chandigarh. These were the people who had to handle several household needs but couldn’t spare much time locating repairmen and helpers, the affluent people who did not mind paying that extra buck for better and easy services.

Choice of Media

As we know every market has its own nooks and crannies so we could not apply the same media platform to reach both the Chandigarh and Delhi markets.

For the Delhi market, we decided to use radio ads as:

We knew our target population in Delhi were mostly young professionals, families with teenaged kids, young couples and tech savvy homemakers who are known to spend their leisure time with radio.
Also, radio, in general, has its distinct quality, i.e., radio is omnipresent. Wherever the radio is played, all in its vicinity can hear it. In the fast paced life of the national capital, it was imperative that we find a way of advertising which would surely reach our targets while multi-tasking.

And, we wanted the people of Delhi to hear the Housejoy radio ad everywhere.

For the Chandigarh campaign, we used newspaper ads. This is because newspapers have a wide reach and newspaper ads are considered more reliable. Advertising with newspaper ads in Chandigarh was sure to benefit us, as Chandigarh is known for its peaceful life and we knew our Chandigarh targets would love to get back to our newspaper ads.

Media Vehicles

We decided to go for the most popular English newspaper The Tribune in Chandigarh. For Delhi, we chose Fever FM and Radio City, both immensely popular with our target groups in the city.

Creatives

The newspaper ad was designed to grab eyeballs and convey our message. It was a display ad emphasizing on the Housejoy colours. This created a brand image for the company in Chandigarh.

The radio ads were designed to engage the audiences and described how much easier life gets with Housejoy in a city like Delhi. The ads also emphasized the precautionary procedures the company takes for the safety of its clients.

All the ads were in English as our target audiences were sure to be comfortable in the Queen’s Language.

Media Plan

In Chandigarh, we made sure our ad was published in the Sunday Tribune. This gave our target audiences much time to ponder over the Housejoy app. Also, as Sunday is a Holiday, people are more prone to be involved in domestic activities. We were sure the Housejoy app will be put to test giving our clients their first customers in the planned city of Chandigarh.

For Delhi, we distributed our ads in two parts. One was a longer version of 30 seconds; the other was of 20 seconds duration. These ads were played for 20 days in the peak hours, both morning and evening for better effect.

Impact

The Delhi launch of Housejoy met with great success from Day 1. Slowly, their site visits and app downloads picked up too. By the time our ad campaign ended in Delhi, Housejoy had several clients in Delhi; much more in the twenty-day period after its launch than any other city before.

The same story repeated for Chandigarh.

For your successful ad campaigns contact us at 09830688443 or send your queries via email to enquiry@releasemyad.com. You could also visit our website www.releasemyad.com for further details.

January 14, 2016March 28, 2019

Chumbak creates waves among the youth with its quirky ‘desi’ appeal

Company Profile

Travelling and collecting souvenirs can be an engaging hobby but the marketing professional husband-wife duo of Vivek Prabhakar and Subhra Chadda wanted to convert their passion of collecting handicrafts from different parts of the world, into their career. They realised that in India there were very few souvenirs on offer which epitomised the true essence of our vibrant nation. Deciding to bring India on a palette of vibrant colours, they sold off their apartment to use the resources as a seed investment for launching their initial range of product line – unconventional fridge magnets engraved with desi motifs. Thus, began the novel, quirky, out of the box venture of ‘Chumbak’ (meaning magnet in Hindi) in 2010. Starting with fridge magnets, they expanded their Indian souvenir market to home decor, keychains, bags, diaries, notepads and recently in October 2015 they went big. They launched their fashion apparel range “Collection One.” It is Chumbak which has heightened the ‘desi’ trend of the now popular Indian motifs of the moustache, the owl, the elephant, the auto-wallah, the rickshaw-wallah etc.

Extending product range and marketing presence

When Chumbak launched its design house of colourful knick-knacks in 2010, it was an online enterprise. Gradually they got a feedback from online customers expressing a desire to get a feel of their product range and “to see all of Chumbak under one roof”. That’s when Chumbak’s first kiosk was opened in Forum Mall, Bengaluru in 2012. From then on, they have been expanding their offline presence on a massive scale, having opened around 32 kiosks and thirteen stores in eight cities, funded majorly by Seedfund. Also, they have effectively developed their website to stimulate the user interface. Thus, they began to follow a hybrid business model managing both offline and online presence and entered the fashion apparel and home decor line

Reaching out to the relevant target group

Chumbak was able to grow in leaps and bounds and establish a connect with people mainly on the account of effectively establishing a rapport with the target group to which it was catering, the young trendy students or office goers belonging to the age group of 15-26, who would be attracted to its unusual and unconventional designs. To initiate a dialogue with this young gang of souvenir and handicraft lovers, Chumbak started off as an online marketplace. This is because they knew that the tech savvy youth can be tapped easily on the internet. But with changing needs of their customer base and a nationwide buzz created around their vibrant range of goods, they altered their business model to expand their presence from online to offline. Thus, beginning an youth address, Chumbak grew to become the nation’s favourite. They redesigned their language, “from the old India themed designs which were more character driven, to ‘India-inspired’ which showcases different colours and design sensibility of India”.

Advertising became a necessity to sustain the kaleidoscope product range of Chumbak and it needed a media partner that would understand the needs of this young startup and act accordingly. releaseMyAd, being a six-year-old venture itself, understood the pangs of bolstering a startup. This was not lost to the Chumbak bosses and a fruitful partnership began.

Advertising effectively in the radio and newspaper through releaseMyAd

By the time Chumbak decided to align with releaseMyAd in December 2015 for advertising themselves, they were already quite a big name. However, up till now, they had constructed their media presence to ad campaigns online, mainly in social networking sites like Facebook. Though this did make them big, they wished to tap a larger target group, drawing to their folds not only the youth but the middle-aged as well. With releaseMyAd’s instant smart media buying assistance, Chumbak came on air for the first time in two radio stations

Fever Fm (Delhi)
Radio City (Delhi)

The key to effective radio advertising is to go for the prime time slot in order to widen your reach. Also, because ads aired on radio stations are hard to miss. They do not lead the target audience’s intent of ‘going back’ to anywhere thus, the short duration jingles need to be spaced out cleverly and repeatedly, ensuring to catch the listener’s ears.

With a total of 225 spots played in two leading radio stations of the country, over a long span of 4 weeks, we ensured that Chumbak’s 20-second ad was spaced out smartly. Both radio stations were chosen on account of their audience base which Chumbak was trying to target.

We also decided to engage newspaper ads in Bangalore too. We picked up the Kormangala Plus, Downtown Plus and Indiranagar Plus editions of Times of India on four occasions. Another leading newspaper, Hindustan Times was chosen at the same time to advertise in the national capital region of South Delhi. We ensured to keep the ad creative close to Chumbak’s ‘desi’ style and ensured to buy the best spots for the display ads.

Results achieved by the radio and newspaper media campaigns

With releaseMyAd, Chumbak was able to extend its media presence from digital media space to the media platforms of newspapers and radio. This has popularised their new line of fashion apparel, “Collection One” and have amplified and accentuated their mass appeal.

Their sales have increased by leaps and bounds owing to extending their presence across varied media podiums. Now, they cater to a larger and more heterogeneous target group than they could have ever imagined. With releaseMyAd, they have explored an effective conglomerate of media podiums to advertise in

For your successful ad campaigns contact us at 09830688443 or send your queries via email to enquiry@releasemyad.com. You could also visit our website www.releasemyad.com for further details.

January 6, 2016March 28, 2019

Mumbai Startup reaches out with vibrant radio ads

TASKBOB, the Startup

TASKBOB is a hyper-local home service provider functioning out of Mumbai. Their name is an inspiration and ode to the 90s cartoon character “Bob, The Builder” who helped others by fixing their home requirements. Whether you need a cleaning maid or a chauffeur, a plumber or an electrician, TASKBOB is sure to send one trusted help at the stipulated hour.

TASKBOB concentrates on the three most hapless points for the customers – delays, poor quality and lack of price transparency. The ‘startup’ aims to streamline the whole process; right from locating a serviceman to guaranteeing the service and your safety via a mobile app. TASKBOB only sends personnel after their thorough background checks, so you can relax.

Thus, you are guaranteed high-quality on-demand service at scheduled time.

TASKBOB – the need for advertising

TASKBOB launched its services from Powai. After its success, TASKBOB wanted to spread its wings in Mumbai. Its expansion plans could only be buoyed with a strong advertising campaign that would write its name across the Mumbai horizon.

TASKBOB & releaseMyAd

Being a startup itself, releaseMyAd discerned requirements of TASKBOB easily. This understanding coupled with our experience in working with other start-ups led us to win the race for the TASKBOB account.

But there was a catch with TASKBOB. They expected the ad to attract more people like cleaners, drivers, cleaning maids etc. to connect with them as well as customers. Basically, they wanted to notch the demand and supply side both with this one ad campaign.

The Target

Our primary target consisted of people of Mumbai who needed quality services for home requirements. TASKBOB as an organisation looked forward to replacing the way people got their plumbers, electricians, and other repairmen. They also supplied maids and drivers. We identified soon that TASKBOB catered to people who were tech-savvy. Thus, we decided on the working class people in the age group 20 to 60.

Our main target were bachelors living alone who had no time for cleaning and homemakers who were harassed with the infrequent ‘kamwali-bais’ as the customers. Also, we tried to get as many skilled labourers to join us.

Choice of Media

As we were trying to reach a sizeable chunk of the population, especially homemakers and bachelors and people with low income, we picked up radio ads for Mumbai ad campaign of TASKBOB. Our choice was based on the following

Radio is cheap as it requires no subscription amount to enjoy it. Also, with radios being a part of smartphones their availability has increased.
Radio has an omnipresent quality to it. There is no escape from a nearby radio station playing.
The people we were looking to target especially on the supply side were more prone to using radios while working.
Also, homemakers and bachelors are known to spend quite some time on flitting across each station.

The releaseMyAd Strategy

Once we had TASKBOB onboard our experts began a thorough research of the Mumbai airwaves. We picked the following radio stations for our purpose:

Big FM
Fever FM
Radio City
Radio Mirchi
Red FM, as most of our targets tune in these stations of Mumbai.

The Ad Creative

We got a pleasing ad made for TASKBOB that invited skilled labour to associate with the company, promising them, decent payments and respectful careers. On the other hand, this creative also cited the benefits of hiring repairmen and helpers from TASKBOB. The ad was made in Hindi so as to reach the most number of people.

Media Plan

We began our ad campaign with RADIO CITY in June. We played the ad for 9 days at a stretch and with increasing frequency. Our 10 seconds ad was played for twice daily in the first four days and then for 3 days we played the ads four times daily. In the last two days, we played the ad 6 times daily.

In July, we began a more aggressive campaign employing all the other radio stations chosen for the purpose. On BIG FM, we played ads for 17 days, 10 times daily. FEVER FM and RED FM were not far behind with ads being played for 15 days. RADIO MIRCHI had a slightly longer run with 20 days of advertising.

Our almost month-long ad campaign encompassing June and July soon gave positive results to TASKBOB.

Impact on TASKBOB

TASKBOB soon reported us about the record number of skilled people wanting to join their workforce. Also, they started getting more order confirmations and leads. Their percentage of services sold increased substantially.

For successful advertising campaigns, you can contact releaseMyAd at 09830688443 or write to us at enquiry@releasemyad.com.

January 5, 2016March 28, 2019

Swiggy uses newspaper and radio ads to spread its essence

Swiggy’s Profile

Online food ordering start-up Swiggy is based in Bengaluru, but caters to an audience that spans top Indian cities, such as Gurgaon, Mumbai, Pune, Kolkata, Hyderabad, and Chennai, in addition to Bengaluru. What sets Swiggy apart from other food delivery startups is that they employ their own personnel when it comes to delivery. This eases pressure on the food brands and also quickens the entire process.

Need for Advertising

Launched in August 2014, Swiggy’s aim was to acquaint consumers with complete food ordering and delivery solutions. On its own, Swiggy’s business model was attractive to most customers, with no minimum ordering amount, multiple payment options and quick deliveries, but as with all startups, competition is high, and the only way to stay in the competition is by advertising and spreading the word.

Why Swiggy chose releaseMyAd?

Much like Swiggy, releaseMyAd is a startup too. The reason why we see many startups joining forces is that no one else understands the high demands and risks involved in sustaining and developing such an enterprise. releaseMyAd, being receptive to the demands of Swiggy, and with ample experience in working with other startups, seemed like the best choice for the food brand.

Our Targets

Swiggy’s number one priority was brand recognition, to be synonymous with food, and the concept of eating out in the comfort of one’s home. Swiggy operates on mobile phone apps, and the internet, so our aim was to increase app downloads as well as boost the volume of online site visitors.

What We Did

The first step involved in our process was to isolate our target demographic. After taking into consideration numerous factors, we arrived at the conclusion that Swiggy will most likely be used by people with a basic spending power, and those who enjoy eating out. Individuals from the age group of 20-60 who own a smartphone and have access to the internet will be most prone to ordering food online. There are a number of reasons why we took into consideration a consumer base so wide – Swiggy’s no minimum order policy ruled out monetary classifications, and their quick delivery system, as well as their rapidly expanding bases means that a large category of people would readily welcome what Swiggy has to offer.

Media Plan

Since our target demographic comprised of large sections of society, we decided to employ the two media platforms that have the biggest reach – newspapers and the radio. For the radio ad campaign, we chose popular networks such as Radio City 91.1 FM, Red 93.5 FM, Fever 104 FM and Radio One 94.3 FM. For our newspaper ad campaign, we employed Times of India, India’s leading English daily, and Hindustan Times, titans of the North India journalism scenario.

Our targeted cities were Delhi, Pune, Bengaluru and Gurgaon.

When it came to newspaper advertising, we booked ads for Swiggy not only in the main newspapers, but also the category specific supplements, such as Times of India’s Gurgaon Times and Pune Times, and Hindustan Times’ HT City. Apart from the supplements, we also employed the main editions of Times of India and Hindustan Times for maximum reach.

For the radio ad campaign, we distributed air time for our commercial over four top Indian radio networks. Fever FM helped us reach audiences in Delhi, Gurgaon and Bangalore, whereas Radio City, Radio One and Red FM helped us efficiently reach all our target locations.

Thanks to our media buying personnel, we managed to get the lowest advertising rates for the media platforms, and helped Swiggy get more bang for their buck.

Results of the Ad Campaign
Our project with Swiggy delivered mutually favourable results, with Swiggy reporting a surge in lead generation, as well as numerous inquiries from food outlets both big and small, in order to secure partnership. The positive feedback gained by the startup also gave them the impetus to carry forward their expansion plans. The founders of Swiggy also found themselves juggling meetings with a host of new investors.

For successfully ad campaigns contact releaseMyAd, a leading radio ad agency at 09830688443 or enquiry@releasemyad.com

April 20, 2015March 28, 2019

Radio Advertising Solutions to Businesses via releaseMyAd

Radio has been a predominant form of entertainment for many years.It has provided users with information as well as entertainment.It was a medium with an untapped potential.However, the exponential growth of the business sector has finally seen a potential in this medium.

Radio advertising has become a common norm now,as we are bombarded with ads related to various fields of work including business.Gone are the transistor radio days,now every cellphone has a radio and this gives business houses an enormous target audience.It is an extremely popular medium to provide the necessary information to a large audience simultaneously.Its funny how nowadays advertisements are played more than songs in any FM station! The advertisements which dominate the radio broadcast are mostly educational or business related.Radio advertising is an excellent medium for advertising and promoting a product for businesses,however it may prove to be really expensive if not dealt with caution.The solution to this problem is releaseMyAd.

releaseMyAd is an online platform which provides excellent creative solutions in radio advertising for all kinds of business houses.They assist the advertiser through various services such as Media planning,Creative development,Consulting.It makes the interaction with the business houses very dynamic as the possibilities of bouncing back ideas is very much possible.releaseMyAd has a total of 27 FM stations in over 210 cities and they work in 16 languages so it broadens the scope for advertisers significantly.Providing assistance and solutions is a part of releaseMyAd,few solutions which business houses can enjoy are explained below:

Discounted and negotiable rates for radio advertisement.
Ability to book an advertisement in top FM stations of India,which are covered by releaseMyAd(BIG 92.7 FM,RED 93.5 FM,Radio mirchi 98.3 FM,AIR FM Rainbow,Fever 104 FM)
A vast network of 210 cities gives businesses scope to target a large audience.
Language diversity is possible so its beneficial for smaller business houses to make an impression.
Efficient Media planning and Creative development together with consulting provides businesses a very adept approach.
Creation of taglines and jingles gives the brand a unique distinction.
Analyzing and reporting gives the business houses the luxury of knowing which FM station to approach and place their ad.
Top notch assistance in every aspect of advertising.

Radio advertising is a very effective medium of advertising for business firms as they can connect well with their target audience.However,with proper assistance they can leave a lasting impression. releaseMyAd provides that for every business and helps them accomplish wonders. For further queries or guidance please feel free to call on 09830688443 or you can connect to us via radio@releasemyad.com.