Category: Case Studies

Company Profile

Making luxury travel possible and accessible to the masses, Luxury Escapes is a startup headquartered in Australia. Partnering with global hotel chains across continents, Luxury Escapes manages to enthrall its clientele by providing exclusive deals into the laps of luxury. It provides a platform for customers to book online holidays to their favourite locations and also access hospitality of the greatest hotels in the world along with enjoying their added benefits. The company recently expanded its operations to the Indian market.

Luxury Escapes Advertising Objective

Luxury Escapes, a premium travel, and luxury brand had already established a name for itself in Australia. This time the brand forayed into the Indian subcontinent and wanted to promote the brand among the masses. Wishing to target a premium segment of the audience, the brand looked at print media advertising to announce its arrival in the niche category of organizing elite tours and travels. The core advertising objective was to create brand awareness and announce the arrival of a new player in the market that did a lot more than just book rooms at your destined location. Luxury escapes planned on highlighting its USPs and project itself as a one-of-a-kind leader in the market.

Media Plan

Luxury Escapes curates a marketplace for customers to select holiday packages from a host of locations and enjoy exclusive benefits complimentary with their stay. Keeping the customer segment in mind, it was highly imperative for us to be visible on a platform that catches the attention of the core targeted segment. The maiden print advertising campaign was executed in key cities of Mumbai, Chennai, Delhi, Bangalore, Hyderabad and, Kolkata.

releaseMyAd in communication with the General Manager of the brand in India, Mr. Mahesh Thota, decided to advertise in travel sections of premium newspapers to generate the maximum response and pique interest of the masses. Full page advertisements of multiple insertions were carried out in the travel section of Economic Times-Panache in Delhi, Mumbai and, Bangalore simultaneously. One of the highest circulated dailies of Andhra Pradesh & Telangana, Deccan Chronicle was leveraged in that geography. Hindu Metro Plus, a highly circulated and trusted daily of the region was used to spread the word in Chennai and Bangalore. Hindustan Times Group with its offering of HT City in Delhi and HT Cafe in Mumbai generated huge buzz among its audience in these two cities. For the Kolkata market, the Sunday special magazine of Graphiti created curiosity and subsequent interest among the public. Interestingly, this campaign was carried out in special travel pages/segments taken out by each of these publications. Also, the brand opted for multiple insertions instead of one to build its image and capture necessary attention. The creatives were colourful, highly informative about the product and provided detailed description of each deal. The campaign was carried out majorly during weekends when the response rate is generally high.

Result

Luxury Escapes caters to a very niche section of the society and undoubtedly there is something inherently nice about luxury holidays. The brand with its launch in the Indian market made a mark with its maiden advertising campaign and generated a huge buzz among its targeted segment. Deals offering stays at top-rated places of the world embalmed at the lap of luxury along with enjoying tons of complimentary offerings piqued the interest of the elite masses and boosted up the sales significantly.

Company Profile

Headquartered in Lucknow, India, Organic India cultivates, collects, processes, manufactures, and markets organic products for supporting sustainable farming and promotes agricultural communities in India. The organization is committed to providing genuine “True wellness” health supplements and products to the global community. Working directly with the farmers, they support a sustainable working model wherein farmers are encouraged to cultivate crops on their land for Organic India and food crops for their own purpose on a rotation basis.

Organic India Advertising Objective

Through their last campaign spanning across two months of December and January, Organic India advertised for a dual purpose. While one of the prime objectives of advertising always remains brand promotion and awareness among the target audience, another primary motive this time was to give information about product retailers of each geography.

Media Plan

Organic India along with releaseMyAd executed a pan-India campaign particularly reaching out to the entire geography of Delhi, Madhya Pradesh, Haryana, Punjab, West Bengal, Andhra/Telangana, Gujarat, Maharashtra and Tamil Nadu. To gain a deeper penetration in these areas, it was necessary to reach both the English reading as well as the regional audience. In order to create maximum impact on its target audience, it was imperative to reach the roots of each targeted geography. releaseMyAd identified this need and created a media plan keeping the target audience of each area in mind. The top circulated newspapers in both English and regional language was selected and worked upon. Through constant media negotiations undertaken by our sales team, we were able to come out with a concrete media plan within the company’s budget.

In Maharashtra, Organic India advertised in Sakal Today and Lokmat-Manthan, which are both Marathi language supplementary dailies. In Sakal Today-Pune edition and Lokmat Manthan, half page ads appeared on right-hand pages. In Delhi NCR the combination of Navbharat Times and Times of India was used to cover the entire demography. These papers have a wide reach and generate maximum response. For West Bengal, the top circulated dailies of the region were picked up, Telegraph-t2 and Ananda Bazar Patrika(ABP) for the Bengali reading audience. A feature was run in ABP-Kolkata edition and a full-page advertisement appeared on a Right-hand page of t2. Half Page Advertisements in right-hand pages of Deccan Herald and Deccan Chronicle were leveraged to target the audience of Andhra Pradesh and Telangana. In Punjab, top circulated dailies Punjab Kesari and Jagbani were used for brand promotion, where half-page ads were run in the right-hand pages of both the papers. Additionally, half-page advertisements were run in the premium Page 3 of all editions of the highest circulated English language daily of Punjab, The Tribune. For Tamil Nadu, half page advertorials were published in the Metro Plus supplement of The Hindu in all the editions of the paper in that region. Two insertions of the ad were published in Gujarat Samachar-Satadal, a Gujarati daily. For the wide and diverse region of Madhya Pradesh and Chattisgarh, half page ads were published in premium positions of Aha Zindagi-a highly targeted supplement of Dainik Bhaskar.

Result

Through this exhaustive campaign undertaken in the major states of the country, Organic India fulfilled its dual purpose of brand promotion and information generation about its product and retail stores. There was wide response and enthusiasm among the masses regarding the health and wellness products of the brand.

Nykaa is a premier online platform for beauty and wellness products. Sourced directly from the brands, Nykaa manages to bring it under a single branch. It has emerged as one of the frontrunners in the segment of online beauty and wellness products. It offers lucrative deals to the customers and captures the collective attention of its target audience. However, in the recent past, Nykaa has gone ahead with some new endeavors, including the launch of their own, Private Label and Beauty Services.

We spoke to Nandita Mahadevia, Manager-Marketing of Nykaa to understand her insights on the advertising and marketing strategies of the brand. Here are some snippets of her conversation with her: 

1. What are the most critical factors to consider when selecting a medium to advertise, be it radio or print?

Print media or hoardings provide the maximum visibility to any brand. When glancing over an advertisement in these mediums the recall value is high. An attractive and eye-catching advertising campaign creates an impression on viewers thereby translating into successful sales.

2. Given that Nykaa has already leveraged online media, how does offline marketing compliment your online activities?

One cannot ignore the power of print especially in an economy like India where a huge chunk of the population is not yet online. To tap into that audience it is imperative to engage in offline marketing activities along with active online presence. With the constant evolution of Nykaa, it has become important for us to extend our marketing strategy to offline activation, that will allow the Nykaa consumer to be more deeply involved with our journey as a brand, and at the same time, engage with us in a more tangible fashion.

3. How has releaseMyAd helped you in optimizing your media spend?

releaseMyAd has provided Nykaa with the best competitive rates in the industry. They have always managed in providing us with the best visibility in our allocated budget.

Company Profile

One of the biggest fashion connoisseurs of the country, Label Ritu Kumar has created a niche among all contemporary fashion houses. Ritu Kumar is highly renowned for her exceptional work in the field of fashion, textile and craftsmanship. The brand has strongly amalgamated traditional into modern and contemporary fashion. A favourite among celebrities, the brand has also been a constant designing partner of contestants of Miss India beauty pageant.

Label Ritu Kumar advertising Objective

Label Ritu Kumar was one of the chief participants of Lakme India Fashion Week 2017. The prime objective was to advertise the launch of its theme “Sweet Surrender” by unveiling the Spring/Summer Collection.

Media Plan

LABEL Ritu Kumar’s theme for the season “Sweet Surrender”, was inspired by 18th-century French marquise fashion juxtaposed with a deliberate déshabillé look of the 80s, in with soft pastel colour tones & bold, tropical prints. The event was concluded with Disha Patani as the showstopper of the event wearing a strapless corset bodice dress with an asymmetric hem. The client wanted to advertise in the Tier I cities of Delhi and Mumbai targeting its core audience. Identifying urban women between the age group of 20-40 as the main target audience of the brand, releaseMyAd opted for a media plan to reach this core segment.  Relying on the circulation and reach we zeroed on supplements of Hindustan Times and Times of India group. HT Cafe and Bombay Times were used to advertise in Mumbai and Delhi Times coupled with HT City were put to use in Delhi. A medianet article was published in both the papers along with photos of the event. A 240 sqcm advertisement appeared in the most happening Page 3 section of the newspaper.

Result

Lakme Fashion Week garners a lot of attention and is a much-followed event. The unveiling of the new collection by the brand and its subsequent advertisement in leading papers created a huge buzz among the audience and generated rapid interest in the collection.

We have executed similar campaigns for many leading brands in the industry like PharmEasy, Nykaa, Organic India, Swiggy, Chumbak, among others. To optimize your media buying spend for your advertising campaign, get in touch with us at 09830629298 or e-mail us at sharad@releasemyad.com.