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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.

December 7, 2015March 28, 2019

Peppertap knocks with newspaper and radio ads to deliver home essentials at your doorstep

Peppertap’s Profile

Peppertap is your new-age home-essentials shopping destination. It is a new concept that has changed the way people buy groceries and other. Headquartered in Gurgaon, Peppertap began its journey as an online portal that delivered groceries at your doorstep. Within a year, the company expanded to serve metros and other Tier I & Tier II cities like Agra and Meerut too. Peppertap supplies fruits, vegetables, staples, spices, detergents, floor cleaners, edible oils, beverages, frozen foods etc. In short, a few taps with Peppertap can save you the weekly trip to the supermarket.

Need for Advertising

Peppertap was a new concept when it launched in Gurgaon. The company found itself growing and expanding within a few months. In 2015, it went ahead with a nationwide launch. Peppertap needed to scream its existence. Thus, the need for advertising rose. The company wanted to go all guns blazing on the customer’s’ senses. They aimed to make their presence known on all platforms.

The Agency Peppertap Chose

Peppertap being a young venture was looking for a partner which was young and would understand its needs. They wanted an agency that would stick to their budget plan and ensure a high return on investments. Peppertap soon came across releaseMyAd, the favourite online ad portal of start-ups. Their philosophies clicked. And with releaseMyAd on board Peppertap took the nation with a storm.

The Target for Us

Peppertap wanted brand recognition. They were looking to increase their site visits too. Peppertap had launched in several cities where it was looking towards growing its business.

What we did

Our first task was to define the target groups. We concluded after thorough research that the tech-savvy affluent or upper-middle class people between the ages of 20-50 would suit our purpose. The paucity of time in these metros and Tier I & II cities will enable Peppertap to tap the confidence and loyalty of its customers. With assured delivery at your doorstep within 2 hours and minimal delivery charges, Peppertap soon expected to become a leader in the markets of Delhi, Mumbai, Chandigarh, Pune, Hyderabad, Bangalore, Chennai, Ahmedabad and Jaipur. We knew, initially Peppertap would only appeal to the affluent sections of the society but with time and its aspirational value, it was sure to have a trickle-down effect.

The Media Plan

As we aimed to reach a huge mass of people and increase brand recognition for the company we decided to bombard the target audiences. We took up newspaper ads in leading newspapers of the city along with radio ads, playing throughout the day. Our plan was to simultaneous launch both the campaigns.

The newspaper ads would appear only on weekends as Jacket Front Ads or Jacket Front and Back Ads on the main newspaper. This would continue over a period of 3 months, beginning in July it would run till the first week of October. As we were targeting the bulk of the population in these cities, we went for the Times of India. Keeping the diverse target audience in mind we also advertised in Hyderabad’s Deccan Chronicle, Delhi’s Hindustan Times, Pune’s Sakal and Chennai’s The Hindu too. This ensured the full page display ad was available to most in the aforementioned cities.

The radio ads, on the other hand, would play only in Delhi, Pune, Hyderabad and Bangalore. Top radio stations like Big FM, Radio Mirchi, Radio City, etc. were used for the purpose.

For Delhi, Big FM, Fever, Radio City, Oye! Radio One & Red FM was used.
In Hyderabad, we partnered with Big FM, Radio City, Radio Mirchi & Red FM to spread the word about Peppertap.
Pune heard the radio ads on Radio City, Radio Mirchi and Radio One.
In Bangalore, the ads were heard on Big FM, Fever, Radio Mirchi, Radio One and Radio Indigo.

The Commercials

Our radio ad consisted of a 20sec commercial that brought out the advantages of shopping home-requirements through Peppertap. This ad was played throughout the day on the radio stations of Pune, Delhi and Hyderabad for the month of July. The Bangalore radio campaign was conducted in August while the newspapers carried a full page display ad ensuring no one misses the Peppertap ads.

Results after the Ad Campaign

The Peppertap Ad campaign remains one of our most successful ventures. The ad campaign not only established Peppertap as the best online grocery store but amplified its earnings too. Sales at all the cities took off once the ad campaign began. Here is an overview,

In Delhi-NCR, Peppertap found 24% more consumers.
Sales in Hyderabad picked up 43%.
In Pune, sales caught momentum and reached an all-time high of 15%.
Sales in Bangalore caught up with Delhi-NCR sales of Peppertap.
In Chennai, Ahmedabad, Chandigarh and Jaipur, advertising reaped benefits too. Peppertap reported increased sales by 21%, 33%, 38% and 18% respectively.
But it was the City of Dreams, Mumbai which made our dreams come true. In Mumbai, site visits increased by a massive margin of 65% and sales reached a new height of 48%.

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

December 7, 2015March 28, 2019

SMU partners with releaseMyAd to garner Kolkata students with radio ads

sikkim-manipal-university-garners-kolkata-students-with-radio-ads

The Institute Profile

Sikkim Manipal University (SMU) is a private-public undertaking shaped in 1995 to provide quality education to students in the north-east and eastern parts of India. It is a result of a partnership between the Sikkim Government and Manipal Education, which has more than 60 years of experience in educating India. The university imparts professional degrees like BBA, MBA, MCA, etc. SMU has a medical campus for its medical, pharmacy and nursing courses and a technical one for engineering and other applied sciences. After functioning as a top university for the students of north-east and eastern India, SMU launched many distance education courses in 2001. Today, it is one of the leading distance education institutes that has helped youngsters and working professionals to gain an edge in the professional world.

Why advertise in Kolkata?

Kolkata is the largest city of eastern India. Several students from the City of Joy, Kolkata joined Sikkim Manipal University each year. During the admissions period, the university wanted to capitalise on the huge population of the city and increase the total enrolments in various courses. They wanted an ad campaign which would bring SMU new enrolments and establish SMU as the best place to get professional degrees in the minds of the Kolkatans.

The university’s governing body chose releaseMyAd based on its impeccable record of customer satisfaction and satisfying ad campaigns.

What SMU wanted from this ad campaign?

Sikkim Manipal University expected this ad campaign to step up the admission process. Their key goals to be achieved with the campaign were:

Increased Enrolments, and
Brand Recognition.

The releaseMyAd Strategy

The releaseMyAd team soon established that the target audience for Sikkim Manipal University would be the youngsters in the age group of 18 to 25. Also, the fee structure of SMU is convenient, especially the distance education fees. So we could safely target the middle class and the upper-middle class students.

We picked radio ads for the purpose based on the following

Radio ads have an all-pervasive capability. When any radio station plays, one subconsciously registers it.
Kolkata is a city of music, and youngsters here spend quite some time on radio for their musical entertainment.
Radios being available with cell phones these days serve as an added advantage as our target groups are always around one.

Since we were planning for an aggressive campaign, we decide to get two commercials made. We didn’t want our audiences to get bored or be saturated with our ads. Both the ads were in Hindi but as one elaborated on the advantages of studying at the SMU campus; the other decreed the usefulness of an SMU distance education degree. Both the ads were played simultaneously in the top radio stations of the city.

Power FM, Red FM, Aamar FM, Big FM, and Fever FM all played the SMU ads. Since the ads played for 51 days, we decided to bifurcate the time to balance our resources. The first twenty-one days of the ad campaign saw roadblocks in these stations as the same SMU ad played at the same time in all the 5 chosen radio stations. For the next four weeks, this road block technique was removed and the ads were played normally. We chose the radio stations based on their listenership statistics and programmes which appeal to our target audiences.

Our long-standing relations with these media houses ensured we clinched a few RJ Mentions at no extra cost for our clients.

Impact of the Radio Ad Campaign

Sikkim Manipal University reported a general rise in the number of students from Kolkata. Admissions from Kolkata students increased by 19% in regular courses of the university, whereas 43% increase in admissions to the distance courses was noted.

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