Ajanta Soya limited is 63 year old brand with primary business of manufacturing of cooking oil Vanaspati ghee and bakery fats. When we met the brand team they were supplying products in Indian Household via traditional distributor channels with no data on direct demand from the consumers. With new mediums and changing markets the brand was looking forward to re-establish its value, connect with untapped distribution market pan India and increase brand awareness for cooking oil segment.
The main challenge was to derive ways for reconnecting with masses for an existing legacy brand.
Increase direct interaction with the consumers.
Expand the traditional form of networking for distributor marketing.
From Tactical Marketing TO BRAND BUILDING
01 We focused on a neat and user-friendly design with dynamic content for the distributors to understand the benefits of brand. Our layouts had to be designed to engage first time users and gain credibility thereby. The action button for sign in was placed at the end so that the marketing is no pushed to just filling the form. The focus was to give away the USP’s and solution to even before asked. Our layouts had to be designed to engage first time users and gain credibility thereby. The action button for sign in was placed at the end so that the marketing is no pushed to just filling the form.
02 Social Media Marketing
Intensive Digital Marketing
For Brand Awareness
The creative team delivered a social media strategy for brand awareness This included giving away food fact, writing factual blogs on various oils and their usage, creating fun campaign for people to engage and share their moments, giveaway recipes for which as fit for Indian Cooking ways.
Telling stories with video increases engagement, triggers social sharing and gives people a reason to talk about the brand online and offline.
Along with engaging content for consumers A Second Parallel Campaign for shout out to distributors was planned on facebook social platform
Our efforts resulted in strengthening the heart-to-heart connect with the people. The reach of brand increased to 30%. The query rate for product increased to 200 distributors per month.