ads in times of india |

February 5, 2016March 28, 2019

TV, Radio, Newspaper Ads crafted for Craftsvilla entices all

Craftsvilla-ads-in-newspapers-radio-television

Craftsvilla.com is one of the largest online shopping portals in India. It sells uniquely Indian products globally. Handmade, natural, handcrafted, vintage, ethnic, organic, environment-friendly products are a part of its product range. The enterprise endeavours to become a global leader in the industry, selling Indian handicrafts, apparels, jewellery, accessories, shoes, etc., for women and girls. The website caters to all your traditional wear needs.

Prominently known for providing fair pricing and wages, Craftsvilla has associated itself with glamour and glitz. With Kareena Kapoor and Vidya Balan taking up its cause as brand ambassadors, Craftsvilla entered into the big league from its nascent start-up stages in 2015.

Craftsvilla wanted to project itself as a company that is dedicated to women. Big marketing strategies like Ethnic Day and Miss Ethnic contests helped Craftsvilla.com to take root in the minds of its consumer base as the sole authority in Indian Ethnic products.

Why did Craftsvilla advertise?

For any organisation to grow, it is imperative that its target groups are aware of it constantly. This continuous reminder later manifests in the buying stages as the target groups then give you a chance to prove yourself.

Craftsvilla aimed to become the biggest marketplace for quality ethnic products. Thus, it was crucial for them to get to their TGs. Moreover, they had set a steep target for themselves. Craftsvilla intended to get more than 1000 orders per day. This target was no mean feat and to reach it they needed to advertise aggressively.

Craftsvilla.com’s advertising Objectives

Craftsvilla wished to steer its brand image towards a women-centric organisation which specifically caters to women. Moreover, they wanted to increase the number of products to more than a Lakh on their web store within 12 months with more than 1,000 orders per day.

Craftsvilla wished to project itself as a company which gives women suppliers and artisans a way to make their place in the world. The idea was to make people see how Craftsvilla helps suppliers and artisans to make more money and assist fashion-conscious buyers in getting the latest in ethnic trends at reasonable rates.

Craftsvilla’s advertising Partner

Craftsvilla’s growth has been a successful journey partnered by a dedicated marketing and advertising team. While Craftsvilla was planning to take on the Indian ethnic wear market, releaseMyAd came up with brilliant media plans to make Craftsvilla.com a big name among the women of the country.

Since releaseMyAd is among the topmost online ad booking agencies in India that books advertisements across various platforms, it became the best choice for the organisation looking to propel its ad campaign.

The releaseMyAd team researched the client’s competition, target groups, and main USPs to be highlighted before formulating a media plan.

Our Research

Craftsvilla’s Competition

As Craftsvilla.com began its journey while the online market was booming, it had several competitors. Big names like Etsy and eBay were trying to get the ground in online handcrafted accessories market when Craftsvilla was taking its baby steps. Both these giants had dedicated sections selling ethnic products, jewellery, bags and accessories. But while Etsy has minimum Indian market penetration with ads only in the social media, eBay had several other more popular sections. We decided to capitalise on these to enhance Craftsvilla’s chances in the Indian market.

The Target Groups

We knew the web store will cater mostly to women and since Craftsvilla.com supplies products only for women, their target audiences included women between the age groups of 18 to 35. Anyone tech-savvy enough could buy products from the Craftsvilla web-store and our target was to make handcrafted accessories easily available to trendy women in Tier-1 and Tier-2 cities too!

Challenges for releaseMyAd

We knew the major challenge to be faced was to convince people to buy online products. India is still new to the e-commerce world and thus to persuade people to rely on online transactions was quite difficult. On the business side, another challenge was how to reach out to the local Indian customers.

USPs that we highlighted

We knew in order to overcome the challenges mounted against us we need to highlight the USPs of Craftsvilla.com which were:

1) Combining the Cultural Diversity of India with Technology: India with its amazing diversity is a melting pot of opportunities where handmade products are concerned. No attempt has been made until now to integrate this diversity into a single online or digital platform. Craftsvilla.com has been the pioneer in combining great Indian culture and technology. The Craftsvilla products are handmade by individual designers, artisans and sellers across India and sold online.

2) E-commerce with a Social angle: With a global customer base acquired with the help of a tech-enabled platform, Craftsvilla is the sole platform for Indian artisans to take their products to people who are really interested in buying them.

Since there is no space constraint online so these artisans can showcase millions of products in one e-shop only for women. Craftsvilla wants to portray that they are in support of women empowerment in the sense of enabling women artisans.

3) Strong supply chain and economical products: The Company is associated with more than 100 vendors and over 1000 artisans across India. Their customers get all their products directly from its creators, eliminating unnecessary middlemen expenses which in turn provides reasonable prices.

Media Plan

The Media Platforms releaseMyAd chose

The Craftsvilla.com marketing team had come up with brilliant plans for the company. World Ethnic Day was promoted by Craftsvilla, with actor Vidya Balan to encourage more Indian women to dress in traditional ‘desi’ apparels. Kareena Kapoor Khan was roped in as the celebrity brand ambassador for their Miss Ethnic contest that invited photographs of women across the country in ethnic wear. The lucky girl would also get an opportunity to meet the star.

Such extravagant marketing plans needed strong media support. Only one media could not convey the sheer amount of the ad message, neither could it touch a large number of women Craftsvilla intended to reach.

So, our team of experts adopted newspaper, radio and television ads.

Media Vehicles and how they were used?

Newspapers

Our aim was to reach every nook and corner of India and create a brand name for Craftsvilla.com. We chose the Times of India to take Craftsvilla.com across pan India. Apart from the main Times of India, its sister concerns like Mirror, Navbharat Times, Vijay Karnataka, Economic Times, Ei Samay and Maharashtra Times all carried front-page ads.

As the ad campaign was to spread the word from north to south and east to west, releaseMyAd left no stone unturned. All major newspaper in a state was targeted like Assam Tribune and Asomiya Protidin in Assam and The Telegraph’s T2 in Bengal and other parts of eastern India. Likewise, popular newspapers in Orissa, Andhra Pradesh and Telangana, Maharashtra, Punjab, Rajasthan, Madhya Pradesh, Chattisgarh, UP, Bihar, Jharkhand, etc, were used to target Tier-1 and Tier-2 cities in these states. Samaj, Sambad, Ajit, Prabhat Khabar, Deccan Herald, Vijayavani, Saakshi, Deccan Chronicle, Gujarat Samachar, Loksatta, Mid Day, Lokmat, Hindu, Rajasthan Patrika, Dainik Bhaskar and Hindustan readers saw Full Page Jacket ads defining the soul of Craftsvilla.com.

Radio

The Craftsvilla radio ads were conducted to better reach the women of Bangalore. Radio City was used exclusively to reach out to women suppliers, artisans and buyers. A 10 seconds ad was run for 7 days featuring a voiceover depicting the mission of Craftsvilla.com. The ad was played 20 times daily and at the peak time of listenership period from 11 am to 5 pm, when the highest working female populace tune into the radio. Our team also arranged for RJ Mentions to give the brand image more credibility.

Television

Television is undoubtedly the most extravagant advertising medium. It not only assaults your visual senses with pleasing visuals like print ads but affects your audio senses too with great voiceovers, dialogues or jingles like radio. Thus, being a two-in-one ally, television ads tugs at your target consumers’ heart more affectionately. The releaseMyAd team wanted to capitalise on this factor and thus released television ads featuring the companies brand ambassadors on Television channels.

We used the music channels to reach our target audience. Masti, Zoom, Etc Music, M Tunes and 9XM channels were all used for the purpose. For 15 days, M-Tune, M Tunes HD, Zoom, 9XM, 9XM Jalwa and 9XM Tashan played the Craftsvilla ad 20 times daily. The ads were distributed unevenly, though. During the morning hours, i.e., from 7 in the morning to 12 noon only 6 times and later in the day till 11 pm the other 14 times. This was done keeping mind the viewership details of our target audiences.

ETC Music featured the ads for 12 days while Masti for 10 days in the same order as other channels in their genre.

Result

As we were advertising while Craftsvilla.com was concentrating on its Miss Ethnic Contest, it became easy for us to map the success of the ad campaign. The ad campaign was superbly successful as the enterprise reported several entries into their contest.

Also, the website visits on Craftsvilla.com tripled and sales soared as a direct result of multi-platform advertising.

For more information on multiple media platform advertising, call us at 09830688443. You can also write to us at enquiry@releasemyad.com.

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 12, 2016March 29, 2019

Doormint captures home services sector with newspaper ads

Doormint’s Profile

Doormint began its journey in 2015 as a hyper-local home service provider. The start-up provides services like carpenters, electricians, dry cleaners, plumber etc. The organisation cares for your time and promises to provide punctual services. Doormint essays the most important problems for consumers – delays, poor quality of service and lack of price transparency.

Doormint intends to structure this highly disorganised sector. The organisation locates and sends proper service personnel at your specified time. Doormint takes care of your safety and hires personnel only after thorough background checks. The company functions through its online portal and mobile app.

You are guaranteed high-quality, on-demand services at scheduled time in Mumbai only with Doormint.

Need for Advertising

Being one of the new start-ups in the Mumbai horizon, Doormint needed to shout about its existence from the rooftops. They needed to connect with their target groups. As the company was looking forward to providing services on a pan-Mumbai basis, they needed to tell the city of their exciting and useful propositions.

Ad Agency

As releaseMyAd is itself a start-up, it comprehends the high strains and risks involved in supporting and developing such an enterprise. In all the years of its young life, releaseMyAd has worked with some of the biggest names in the industry. Armed with the experience of advertising for such industry giants, releaseMyAd understood the advertising needs of Doormint.

Media Strategy

Target Audience

Doormint was targeting everyone within the age group of 20 to 60 who was tech-savvy enough to book for their services. We knew mostly professionals, homemakers and people who found it difficult to arrange for a repairman would be our customers, especially new migrants to the city. Affluent people in Mumbai who had to face these daily problems but did not have the time to deal with them were going to be Doormint’s first clients.

Since, at the onset of its journey, Doormint was working only in parts of Mumbai (Bandra to Borivali), our plan was to advertise in this locality only.

Choice of Media

We zeroed in on newspaper ads as we wanted our TGs to get back to us. Newspaper ads have a shelf life and their reach is significantly more. We decided to use Times of India as our media vehicle owing to its massive reach in the cosmopolitan areas of the city.

Creative

Our team of designers created a full page display ad for Doormint enumerating the privileges of being a Doormint customer. The ad was attractive and listed the services provided by the company. It was accompanied by their web address and means to reach them otherwise.

Media Plan

Times of India is among the top newspapers in the country and has a huge reach. Moreover, it has different editions in the city of Mumbai and caters to mostly our target groups, i.e., affluent people. We decided to pick up the Bandra-Borivali edition of the Bombay Times. This would surely reach our target groups where they are mostly concentrated and reduce the wastage.

Impact

Doormint reported a positive impact of the ad campaign. They reported more positive leads and a substantial increase in the order confirmation. The percentage of services sold increased too.

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

May 8, 2014September 21, 2016

Why is Times of India the Most Preferred Newspaper for Advertising in Mumbai?

display-ad-in-times-of-India — Display Ad in TOI

In India newspapers ads are developing a way to stay relevant in readers’ lives while at the same time appealing to the advertisers. For every promotional ad there is a strong need for effective audience impact and reach so as to make the brand recognizable and grow bigger.

Reading newspaper is a daily practice for most people in India as people intend to stay updated and informed about the current affairs in the country. India is home to some of the most popular and highest number of dailies in the including the world’s largest English-language daily- Times of India which is owned and published by Bennett, Coleman & Co. Ltd. According to the Indian Readership Survey (IRS) 2012, the newspaper is the most widely read newspaper in India with a readership of 76.43 lakhs. In Mumbai it continues to maintain its commanding hold over the No.1 positions with a daily average readership of 15.88 lakhs. The Times of India is also ranked No.1 by the Audit Bureau of Circulation (ABC) in the list of the most widely circulated Indian newspapers across the world. To sum it all, Times of India is the No.1 newspaper in the state of Maharashtra, especially in Mumbai as well as the country.

Over a period of time, Mumbai has transformed itself into a city with thriving markets, business houses and different communities reflecting a cosmopolitan way of life, rarely seen elsewhere. Mumbai is the entertainment, fashion and commercial capital of India. This city is also one of the world’s top 10 centers of commerce in terms of global financial flow. It is the hub for almost all the Multinational and Indian companies like Tata Group, Essel Group and Reliance industries. It is the financial capital of India.

Perhaps Mumbai has India’s biggest network of food, clothing and hotel industries. With the onset of newspaper advertising as a need for any promotional activity for all brands including products and services, most advertisers in Mumbai have a strong inclination towards advertising in Times of India considering it as their best choice for classified as well as display advertising in Times. As the leading newspaper in the city, the Times of India too strategies on its advertising goals, by allotting a large amount of space to the advertisers. It has up surged as a powerful tool for the common people as well, since it provides different dedicated classified sections for advertising.

In Mumbai, Times of India is undoubtedly the most popular and trusted newspaper for readers. Therefore, the newspaper has catered to a large number of advertisers to place matrimonial ad, property ad, business ads, obituary ads and more and get the desired results or attention they need.

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