Yeah it's official- ITC's snack segment "Bingo" is a hit among the Indian consumers. Now the only reason I am writing this post is not only providing information about this specific product category but most importantly how Indian companies are going the digital way i.e. using digital interactive media as a crucial platform for new product promotion campaign in an easily prone commoditized Indian FMCG market. Initially during the launch phase, ITC didn't target the product to any specific customer segment. But, by its name and its overall brand appeal, it can be easily understood that it was covertly targeted towards Indian urban youth. But ITC went one step ahead by promoting it's biggest ever brand launch using digital interactive media by launching its first ever interactive website for its product category.
Now I am great believer of Interactive medium for promotion. But still the million dollar question remained more in an elusive form i.e. Is Indian customer ready for it? Now I have posted an article on how "Mass Advertising is dead" nowadays, so Bingo doesn't come as a surprise to me at least.
So ITC's foray into digital media promotion must have been an example to those skeptics that usage of innovative ways of bringing your customer closer to your brand effectively is the need of the hour.
P.S. Excerpts from my personal experience of "Bingo" Brand launch.
2 comments:
well there are some advertisements which aim to impact bottom line. few others are a mere showoff of the marketer's creativity. id rather put this one under the latter. as such interactive marketing for a rightly called commodised mass brand would be a futile effort.... mass advertisements arent dead. certainly not for mass brands. so the prodct dictates the medium. though yes more and more brands need to break the clutter and introduce some innovation even in thier mass advertising campaigns...overall a good effort notably by an india brand - however wrong medium for the right wrong product
Hi friends,
The digital and Interactive media give to companies the opportunity of communicating their product value to their costumers base, and to potential costumers in a compelling and exciting way that no other media is able to provide and that was not possible before Digital Media existed. Thanks!
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