To come up with a brand promise that would establish a prominent space in the minds of our consumers and create ample brand recall.
A campaign was created around the central theme that the heart of the business is in its people - its customers, its staff and its connect with communities. Our business relies on trust, respect and loyalty and our communication needed to leverage these key attributes while forming the creative strategy.
The ‘Rishta Samma Ka’ campaign was launched and brand experience was created through mainline advertising mediums in 9 different languages. Focus was more on TV, with genres like regional entertainment, news and sports to reach the audience centered in tier 2 and 3 cities. Digital focused on the younger lot who were targeted through affinity networks like Facebook and Google. Radio was done to amplify our brand presence in metros.