Tag: Cinema Marketing Plan

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Jewel India reaps the reward of using releaseMyAd

releaseMyAd's-Jewel-India-Media-Plan

Summary:

Jewel India Jewellers had been a relatively new entrant in the industry; they started their business in early 2000s. It takes a jewellery retailer a couple of years to build up a respectable brand name for their shop. Jewel India Jewellers felt their impeccable service record over the years had finally made it a brand to reckon with, within the Kolkata jewellery market. So they were looking to run a campaign to boost immediate sales as well as improve market share and hired releaseMyAd to do the same.

Objectives:

Jewel India Jewellers had two main objectives

  • Brand Building
  • Sales Promotion

Process:

Research – Our analysts figured out the best way for Jewel India to build name recognition among its target market would be to increase footfalls which would ultimately lead to improved sales. So the client decided to employ one of the most tried and tested formula to increase sales, i.e. sales promotion. They were inclined to give a discount for a particular time period and a special exchange offer where old gold jewellery could be exchanged for newer products.

We understood Jewel India would do well to target mainly upper middle class consumers who had the need and the resources to buy jewellery but were not choosy enough to target only the top-tier jewellery brands or retail outlets. Jewel India wanted to grab as many eyeballs as it possibly could with its limited resources. So we suggested cinema marketing for it to optimize its marketing budget. Jewel India wanted to spread its resources between the more popular multiplexes across Kolkata to ensure its advertisement is viewed by prospective customers from all parts of the city. It chose three multiplexes and one screen per theater, the screen with the biggest capacity.

Media Plan – The media plan we devised for Jewel India was based on the following factors.

  • Advertising Type – Cinema Advertising
  • Location – Kolkata
  • Demographic – Upper Middle Class Consumers
  • Multiplex – Inox Forum (Screen 3), South City (Screen 3) and PVR Howrah (Screen 2)
  • Ad Duration – 10 second mute slides before all screenings for 15 days
  • Language – English fonts on the mute slides

Creative – The client chose to display four slides with the first one showing the interior of its retail outlet and its contact address. Its main aim was to familiarize the theater audience with the brand name of Jewel India Jewellers. The next slide displayed the best collections they had to offer which they believed would interest anyone looking to buy jewellery.

The final two slides focused on its sales promotion measures, with one of them advertising the special discount rates while the other one focusing on the exchange offer Jewel India was giving to its customers. Both the slides clearly mentioned the duration and the exact nature of these offers to avoid any confusion. It mentioned the discount rate of ten percent in the first slide and the fact that only certified gold jewellery is being exchanged in the second one.

Results:

The campaign initiated the following positive results for the client:

  • The exchange offer proved to be especially successful with a lot of customers choosing to avail that offer.
  • The sales figure of the retail outlet registered an annual high during the offer period.
  • Though the sales number dropped once the offer ended, they were still greater than what they were before the company hired us. It proved releaseMyAd’s campaign didn’t only successfully advertise the sales promotion measures but also helped Jewel India to build its market share which was its main objective.

 

To clarify any general doubt you might have about booking ads over cinema, you may visit our exhaustive FAQ section. To book ads anywhere in India across any medium you may visit releaseMyAd or you can also call 09830629298.

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How releaseMyAd orchestrated the success of Sawansukha Jewellers’ campaign for Eastern India

Sawansukha-releaseMyAd-Campaign

Summary:

Sawansukha has been one of the leading jewellers across India for two centuries and has a presence in West Bengal for the last four decades. It introduced innovative and international design, promotional techniques and service concepts in its industry to this region. Its operation includes wholesale, design, manufacture, retailing and exports with an award-winning gold and diamond collection. In order to maintain its position as the industry leader in Eastern India and to promote its recently launched collection, it hired releaseMyAd to frame a media plan for it.

Objectives:

  • Brand Reinforcement
  • Maintaining Market Share

Process:

Research – Our research revealed that Sawansukha had firmly established as a jeweller offering premium quality products and hence it catered mainly to a niche target market. As it is, jewellery in itself is an industry whose products cannot target every stratum of the society; Sawansukha’s target market was further limited to the absolute cream of the society.

releaseMyAd faced a choice of whether to concentrate on the above target market or to try and enter a new market. Our discussion with the client yielded the fact that Sawansukha was not interested in lowering its prices as it was concerned that would lower the prestige of the brand. Jewellery being a luxury product, the prestige of the brand was an important factor for purchase for a lot of high-end consumers. Hence, we decided to target only the upper middle class or the affluent class of consumers via cinema advertising. We decided to advertise in the poshest multiplexes of Kolkata and Siliguri as they were the only two cities in West Bengal having a Sawansukha retail outlet. Sawansukha wanted to target all the top tier multiplexes across these two cities, it wanted to play the ad in all the screens across the multiplexes unless the screen size was less than 150. So the campaign ended up targeting 17 screens across 6 multiplexes and 2 cities. Advertising at smaller multiplexes seemed a waste of resources for our clients as they did not attract the sort of viewers who could potentially be customers for Sawansukha.

The aspirational nature of the Sawansukha brand was further put to use with magazine ads in the Wedding Times, Sananda, and Grihasobha. The magazines were chosen based on their reach and introduced the product in a new market. The Sawansukha brand of jewellery in this new market took the expected aspirational nature and furthered the brand’s cause.

We gave Sawansukha one of our special discount plans because of the scale of the order and they got a whopping rebate of around INR 43000.

Media Plan – The media plan was set within the following parameters

  • Advertising Type – Cinema  and Magazine Advertising
  • Location – Kolkata & Siliguri
  • Demographic – Upper-Class Consumers
  • Multiplex – In Kolkata Salt Lake City Center (Screens 2 & 3), Forum Mall (All Screens), Quest Mall (Screens 2, 3 & 4), South City Mall (Screens 3 & 4), Avani Riverside Mall (Screens 2 & 3) and in Siliguri Matigara City Center (All Screens)
  • Magazines – Wedding Times, Sananda, and Grihasobha
  • Ad Duration – 20-second audio slides before and during movie screenings for 30 days
  • Magazine Ad in English body copy with stunning visuals.
  • Language – English was the preferred language as we were pretty confident that the audience we were targeting would be quite comfortable with it. Even for the magazine ads we decided to keep the language English so as to maintain the aspirational value of the product.

Creative – The twenty-second audio slide gave a greater scope to our creative team to push its message to the potential customers than a ten-second mute slide would have provided. Our team used it to create a jingle befitting the product personality, a tune that was classy without being overbearing. It also contained a voiceover where a husband narrated his experience about how happy his wife was when he gifted her diamond ring from Sawansukha on their anniversary night. The feel good nature of the voiceover along with the melodic jingle ensured it captured the attention of the viewing audience.

The magazine ad was austere with one of their most magnificent jewellery pieces adorning the centre and just the brand name and outlet address to accompany it.

Results:

The success of the campaign could be easily inferred from the following observations

  • The newly launched collection proved to be an immediate success and had been outselling other lines of jewellery that the retailer sold, ever since its launch.
  • Out of the three retail outlets in Kolkata, two had registered an increase in footfalls while the other had maintained its usual traffic while Siliguri too had seen an increase in the number of prospective buyers which further demonstrated the importance of the campaign.
  • The demand for diamond products rose above the demand for gold products (usually it’s the other way around) for a period of one month after the campaign which was a result of our ad’s focus on the diamond ring and the husband-wife story that we told.

To clarify any general doubt you might have about booking ads over cinema, you may visit our exhaustive FAQ section. To book ads anywhere in India across any medium, you may visit releaseMyAd or you can also call 09830629298.