Sony TV (SET Entertainment India Pvt. Ltd) – Main Maike Chali Jaungi
Main Maike Chali Jaungi: A Revolutionary Campaign by Sony TV (SET)
A Campaign Like No Other
In a groundbreaking marketing initiative, Sony TV (SET) took to the streets to promote its new show, “Main Maike Chali Jaungi.” The campaign was a perfect blend of innovation, creativity, and strategic planning, capturing the essence of the show while making a significant impact across multiple cities.
The Concept
The campaign featured a convoy of three autorickshaws, one trailing the other, each adorned with the show’s logo designed like a ‘chunari’ or ‘dupatta’ on a bag, perfectly encapsulating the show’s theme. As the autorickshaws moved through different parts of the city, they played the show’s jingle along with the tune-in time, creating an unforgettable auditory experience for the onlookers.
The Execution
Operational from 10 am to 8 pm for seven days leading up to the show’s launch, the autorickshaws made strategic stops at important junctions in each city. MarketMen was responsible for securing all necessary permissions from authorities and executing the campaign to perfection.
The Reach
The campaign was rolled out in ten major cities: Mumbai, Ahmedabad, Baroda, Rajkot, Surat, Delhi, Lucknow, Agra, Varanasi, Kanpur, Meerut, Indore, Bhopal, Gwalior, and Jabalpur. The autorickshaws traversed through commercial complexes, parks, market areas, main roads, highways, malls, and colleges, ensuring maximum visibility.
The Impact
The campaign was a roaring success, generating an estimated 2 lakh plus eyeballs per city. The unique concept and flawless execution made it a talking point, creating a buzz that was impossible to ignore.
Making History
What set this campaign apart was its pioneering nature. Despite the challenges of securing permissions for such an unconventional marketing strategy, MarketMen and Sony TV (SET) pulled off the first-of-its-kind event, setting a new standard for innovative marketing in the entertainment industry.
Colors Hindi Channel – Khatron Ki Khiladi Dabbawala Sampling
Dabbawala Sampling: A Revolutionary Campaign by MarketMen
Introduction
In the bustling city of Mumbai, where time is of the essence, the dabbawalas have been a lifeline for office-goers for decades. MarketMen recognized the untapped potential of this unique delivery system way back in 1998 and pioneered the concept of Dabbawala Sampling. Over the years, we have executed more than 50 campaigns for various brands, but one campaign that stands out is the Khatron Ke Khiladi (KKK) branding with the Dabbawalas of Mumbai.
The Genesis of an Idea
The idea was as audacious as it was brilliant: leverage the extensive network of dabbawalas to promote the adrenaline-pumping reality show, Khatron Ke Khiladi, hosted by Bollywood superstar Akshay Kumar. The uniqueness of this campaign lay in the dabbawalas donning branded KKK attire and Akshay Kumar masks, transforming the everyday lunch delivery into a thrilling experience.
Execution and Reach
The campaign was meticulously planned and executed, reaching an astounding 215,000 offices across Mumbai. But the impact didn’t stop there; the same number of households also experienced the KKK branding when the dabbawalas picked up the empty dabbas in the evening. This dual touchpoint strategy ensured maximum visibility and engagement for the brand.
The MarketMen Edge
What made this campaign truly groundbreaking was MarketMen’s expertise and experience in innovative marketing solutions. Having been the first to initiate dabbawala sampling campaigns in 1998, we brought our extensive knowledge to the table, ensuring the campaign’s success. Our history of managing more than 50 such campaigns for different brands provided us with the insights needed to make the KKK campaign a resounding success.
The Impact
The campaign was not just a marketing gimmick; it was a cultural phenomenon. Offices buzzed with excitement as dabbawalas in KKK attire and Akshay Kumar masks made their rounds, and social media was flooded with pictures and videos, creating a viral effect that went beyond the city of Mumbai.
The Numbers Speak
With a reach extending to 215,000 offices and an equal number of households, the campaign generated unparalleled brand awareness and engagement. The ROI was phenomenal, making it one of the most successful marketing campaigns in the history of Indian television.
Conclusion
The Khatron Ke Khiladi branding campaign with the Dabbawalas of Mumbai was a masterstroke in experiential marketing, setting a new benchmark for innovative brand promotion. It showcased what can be achieved when traditional methods meet modern marketing strategies, all executed to perfection by MarketMen.
Colors Hindi Channel – Talking Tom Campaign
Talking Tom Campaign: A Trailblazing Initiative by MarketMen for Colors TV
A Revolutionary Concept
In a world where traditional advertising is losing its sheen, MarketMen and Colors TV joined forces to bring a groundbreaking concept to life: Talking Tom. This innovative campaign aimed to promote Colors TV shows at various touchpoints, from railway stations and colleges to parks, market areas, and corporate offices.
The Design
Crafted meticulously by the MarketMen team, Talking Tom was a spectacle to behold. Designed as a walking TV set, the structure had a TV screen instead of a face. Hidden inside was a promoter who could see the outside world through a concealed peephole. Equipped with a battery to operate the remote TV, Talking Tom showcased the latest promos of Colors TV shows, capturing the attention of passersby.
The Execution
Talking Tom was not just a static installation; it was a moving marvel. The campaign was executed over a month, during which Talking Tom visited multiple high-traffic locations. The design allowed the promoter inside to navigate through crowds, making the experience interactive and engaging.
The Impact
The campaign was an overwhelming success, generating more than 1 lakh eyeballs over its duration. People were not just amazed but also intrigued by Talking Tom. Many waited to catch a glimpse, captivated by the unique blend of technology and creativity.
Extended Reach: IIT Mumbai Event
The success of Talking Tom didn’t stop at promoting Colors TV shows. The same installation was later used at an IIT Mumbai event, creating a buzz around Colors TV’s offerings among the student community, further amplifying its impact.
The Reaction
The campaign received rave reviews from both the audience and industry experts. It was a perfect example of how out-of-the-box thinking can create a lasting impact, making Talking Tom a case study in innovative marketing.
Dabur – Amla Hair Oil School Activation Campaign.
Tu Badti Ja, Tu Padti Jha: Empowering Young Girls with Dabur Amla Oil and MarketMen
A Campaign with a Cause
In a unique and impactful collaboration, MarketMen partnered with Dabur Amla Oil to launch the “Tu Badti Ja, Tu Padti Jha” campaign. Aimed at empowering young girls studying in Kendriya Vidyalaya schools, this initiative was designed to inspire and support their dreams for the future.
The Concept
The campaign was built around the theme of hair growth, symbolizing the growth and development of young girls. Targeting students from 6th to 10th standard, the initiative was seamlessly integrated with the Government’s “Beti Bachao, Beti Padhao” program, amplifying its reach and impact.
The Execution
The campaign was rolled out in four major cities: Lucknow, Kanpur, Agra, and Varanasi. Schools were adorned with arch gates and standees branded with Dabur Amla Oil and the campaign’s message. Special essay papers were also branded and distributed to the students, encouraging them to write about their aspirations and dreams.
Scholarships and Rewards
The campaign took an interactive turn by inviting the girls to share essays on what they aspire to become. The top 50 essays were selected, and the writers were awarded scholarships of varying amounts. These scholarships are designed to mature when the girls turn 18, providing them with financial support for their further studies.
Added Perks
To add a touch of excitement and practicality, free samples of Dabur Amla Hair Oil were distributed to the students, giving them a firsthand experience of the product that symbolizes their growth and potential.
Government Collaboration
The campaign was further strengthened by tying up with the Government’s “Beti Bachao, Beti Padhao” initiative. This partnership not only lent credibility to the campaign but also helped in reaching a wider audience, making it a resounding success.
The Impact
“Tu Badti Ja, Tu Padti Jha” was more than just a marketing campaign; it was a movement aimed at empowering young girls to dream big and aim high. The initiative has been overwhelmingly successful, receiving praise from schools, parents, and most importantly, the young girls it aimed to inspire.
JSW Steel – Village HomeBuilders Outreach
Empowering First-Time Home Builders: A JSW Steels Limited Rural Campaign
Introduction: In a quest to promote the superior quality of JSW steel over local secondary steel, we embarked on a unique journey that took us through the heartlands of India. Our objective was crystal clear: to identify and engage with first-time home builders in rural areas and introduce them to the unmatched advantages of JSW steel. This campaign not only showcased the product but also underscored the importance of providing personalized, humanized interactions. In this case study, we delve into the details of this remarkable rural campaign that spanned across states, touched the lives of thousands, and left an indelible impact.
The Challenge: JSW Steels Limited faced fierce competition from local secondary steel suppliers in rural India. To overcome this challenge, we needed to connect with first-time home builders in remote villages and convince them of the benefits of using JSW steel. The question was, how do we bridge this gap and establish a meaningful connection with our target audience?
The Strategy: Our approach was unconventional yet effective. We deployed a dedicated team of promoters equipped with motorcycles and tablets to penetrate the heart of rural communities. Covering states like Tamil Nadu, Kerala, Andhra Pradesh, Telangana, Karnataka, and Maharashtra, our promoters embarked on a mission to identify first-time home builders, engage in meaningful conversations, and provide them with valuable insights about JSW steel.
Humanizing the Interaction: Understanding the importance of personalized interactions, our promoters engaged in one-on-one discussions with home builders at the very site where their dreams were taking shape—a dug-up area ready for construction. The promoters, armed with tablets, utilized audiovisual presentations to vividly demonstrate the advantages of using JSW steel. These interactions were not only informative but also deeply humanizing, as they occurred at a critical juncture in the homeowners’ lives.
Real-Time Monitoring: To ensure the campaign’s success, we leveraged technology to monitor the promoters’ activities in real time. Using the MarketMen GPS application, we tracked the routes followed by our team, identifying any gaps or deviations. This allowed us to take corrective measures promptly and ensure that every potential lead received the attention it deserved.
The Results: Our rural campaign proved to be a resounding success. We reached out to approximately 1500 first-time home builders in each of the six states, effectively conveying the value of JSW steel. The convincing process culminated with the passing of leads to our central office, where telecallers conversed with potential customers in their local language and forwarded the leads to our distributors for servicing.
AI-Generated Reference Pictures: To capture the essence of our interactions, we used AI-generated reference pictures, illustrating the genuine moments between promoters and homeowners.
Conclusion: The JSW Steels Limited rural campaign was not just about promoting a product; it was about connecting with people and empowering them to make informed decisions about their dream homes. By leveraging technology, humanizing interactions, and reaching out to the heart of rural India, we successfully conveyed the message that JSW steel is the preferred choice for those embarking on the journey of building their first homes.
This case study stands as a testament to the power of personalized engagement and the impact it can have on the choices people make. It showcases how a well-executed rural campaign can bring about transformative change and strengthen the bond between a brand and its customers.
YES Bank’s – Madhya Pradesh Cluster Marketing Initiative Promoting Loans
YES Bank’s Rural Activation Triumph: MP Cluster Banking Unleashes Financial Opportunities with MarketMen
Introduction: In a visionary move to extend financial empowerment to rural India, YES Bank partnered with MarketMen to orchestrate a groundbreaking Rural Activation campaign—MP Cluster Banking. This week-long initiative transcended traditional boundaries, combining strategic pre-buzz activities with a grand event, marking YES Bank’s commitment to fostering economic growth in rural clusters.
Event Overview: Spanning across strategic branches in Dhar, Pithampur, Nagda, Ujjain, Devas, Ratlam, and Pipaliyana, the MP Cluster Banking campaign strategically covered Mandi areas and surrounding markets. MarketMen spearheaded a 7-day pre-buzz campaign, creating anticipation for the main event, which included innovative auto-bhopu announcements, leaflet distribution, and dynamic Lookwalker activities.
MarketMen’s Role: MarketMen’s expertise unfolded in two distinct phases—pre-buzz and event management.
Pre-Buzz Campaign:
- Auto-Bhopu Announcements: For three days, the resonant notes of auto-bhopu announcements echoed through the target areas, creating a buzz and inviting communities to the upcoming event.
- Leaflet Distribution and Data Collection: Enthusiastic promoters actively engaged with the community, distributing informative leaflets and gathering valuable respondent data to tailor services to local needs.
- Lookwalker Activities: The campaign crescendoed with three days of Lookwalker activities, ensuring maximum visibility and interaction with the community.
Main Event:
- Inauguration and Vehicle Showcase: The event commenced with a grand inauguration, symbolizing YES Bank’s entrance into these vital rural clusters. A showcase of vehicles added a dynamic touch, emphasizing mobility and accessibility.
- Loan Dispersal and Product Showcase: YES Bank representatives, strategically positioned at different branches, dispensed various loans, showcasing the diverse financial products tailored for the rural landscape.
Results:
- The MP Cluster Banking campaign witnessed overwhelming community participation, signifying the resonance of YES Bank’s outreach strategy.
- The pre-buzz activities effectively created awareness and anticipation, drawing substantial footfall to the main event.
- YES Bank’s commitment to rural development was palpable, with loans dispersed and financial solutions presented directly to the heart of the communities.
Conclusion: The synergy between YES Bank’s vision for rural empowerment and MarketMen’s dynamic execution manifested in the success of MP Cluster Banking. This collaborative effort not only expanded YES Bank’s footprint but also reinforced the belief that financial inclusion is a catalyst for rural growth. MP Cluster Banking stands as a testament to the power of strategic rural activation, redefining the contours of financial accessibility in the heart of India.
Eisai Pharmaceuticals – MultiCity Alzheimer’s Awaness Campaign
Eisai Pharmaceuticals India’s Alzheimer’s Awareness Walkathon: A Collaborative Triumph with MarketMen
Introduction: In a resounding effort to champion Alzheimer’s awareness, Eisai Pharmaceuticals India joined forces with MarketMen, a leading event management agency, to orchestrate a series of impactful Walkathons across key cities—Mumbai, Lucknow, Chennai, and Pune. This collaborative initiative not only showcased the commitment of Eisai Pharmaceuticals India towards community engagement but also demonstrated the prowess of MarketMen in seamlessly executing large-scale, multi-city events.
Event Overview: Eisai Pharmaceuticals India, a trailblazer in neurology and Alzheimer’s research, entrusted MarketMen with the responsibility of organizing a Walkathon that brought together doctors, Alzheimer’s patients, and company executives. The event aimed not only to raise awareness about Alzheimer’s disease but also to foster a sense of community and support among diverse stakeholders.
Challenges:
- Coordinating multi-city events poses logistical challenges. MarketMen skilfully navigated through varied city regulations and requirements to secure necessary permissions.
- Ensuring a seamless experience for participants across diverse venues demanded meticulous planning and execution.
- Branding consistency and visibility across different locations required strategic placement and coordination.
MarketMen’s Role: MarketMen assumed an end-to-end responsibility for the event, meticulously handling every detail from permissions and venue identification to branding, sound, stage setup, and backdrop design. Their expertise ensured a cohesive and impactful experience across all four cities.
- Permissions and Venue Selection: MarketMen’s adept team liaised with local authorities, securing permissions seamlessly. The selection of parks in each city provided an ideal backdrop for the Walkathon, fostering a sense of connection with nature.
- Branding and Visibility: MarketMen’s creative team conceptualized and executed a comprehensive branding strategy, ensuring maximum visibility and brand recall. From banners to signage, every element reflected the essence of the event and the commitment of Eisai Pharmaceuticals India.
- Logistics and Coordination: Coordinating simultaneous events in multiple cities demanded a robust logistics plan. MarketMen’s efficient coordination ensured that each Walkathon ran smoothly, maintaining a synchronized and impactful experience.
Results:
- The Walkathon garnered significant media coverage and social media engagement, amplifying the reach of the Alzheimer’s awareness campaign.
- Eisai Pharmaceuticals India received commendation for its commitment to community engagement and corporate social responsibility.
- Participants, including doctors, Alzheimer’s patients, and company executives, expressed a sense of fulfilment and unity, contributing to a positive and lasting impact on the community.
Conclusion: The collaboration between Eisai Pharmaceuticals India and MarketMen exemplifies the power of strategic partnerships in driving meaningful change. This Alzheimer’s Awareness Walkathon
Sun TV Marathi – Multicity “Mulgi Pasant Aahe” Show promotion
Sun TV Marathi – A Roaring Success: Mulgi Pasant Aahe’s Multicity Van Campaign Engages 28,000 Women in 8 Cities.
Introduction to the Campaign
The ‘Mulgi Pasant Aahe’ van campaign marked a significant milestone in innovative television show promotion. Conducted across eight cities in Maharashtra – Kolhapur, Ahmednagar, Solapur, Nashik, Akola, Latur, Jalgaon, and Aurangabad – this campaign was a pioneering effort to engage directly with the show’s target audience, women. The campaign aimed to create buzz and foster a community of viewers for the new Marathi show, ‘Mulgi Pasant Aahe’, through a unique, on-ground promotional strategy.
The Campaign Overview
At the heart of this campaign were branded vans, which traversed through various high-footfall areas like markets, parks, and residential colonies. These vans weren’t just moving advertisements; they were interactive engagement hubs. Each stop was transformed into a lively engagement spot, where an Emcee played a crucial role in attracting and retaining the crowd’s attention. The campaign included showing a short audio-visual (AV) clip of the show, interactive sessions with the audience, and distribution of gifts. An innovative aspect was the incorporation of technology, where the audience could join a WhatsApp group via QR code to win bigger prizes, thus ensuring continued engagement.
The Challenges
The primary challenge was to capture the attention of the daily passerby and convert them into an engaged audience. In today’s fast-paced world, grabbing someone’s attention, especially in a public space, is not easy. The campaign had to be captivating enough to not only draw the audience in but also keep them engaged. Furthermore, the logistical aspect of coordinating such a campaign across multiple cities, with varying local dynamics and audiences, added to the complexity.
MarketMen’s Role
MarketMen played a pivotal role in the meticulous planning and execution of this campaign. From the design of the branded vans to selecting strategic locations for maximum visibility and engagement, every detail was carefully considered. MarketMen’s expertise in audience engagement shone through in the selection and training of the Emcees, who were instrumental in gathering crowds and keeping them engaged. The integration of technology for post-campaign engagement was another feather in MarketMen’s cap, showcasing their understanding of modern promotional strategies.
Results
The campaign was a resounding success, achieving remarkable engagement numbers. An average of 500 women participated daily in each city, leading to a total engagement of 28,000 women over 7 days across the 8 cities. This impressive figure not only highlighted the campaign’s vast reach but also its effectiveness in creating a strong initial viewer base for the show. The ‘Mulgi Pasant Aahe’ van campaign stands as a stellar example of how innovative, on-ground engagement strategies, combined with effective use of technology, can lead to substantial promotional successes in the television industry.
Wockhardt’s – Sales Offsite
Wockhardt’s Surge: Riding High with MarketMen’s Creative Brilliance
Introduction: In a dazzling display of corporate dynamism, Wockhardt, a pharmaceutical giant, collaborated with MarketMen to craft an unforgettable Annual Cycle Meet. Held at the opulent J P Palace in Agra, the event seamlessly blended business objectives with team building and Reward & Recognition. MarketMen’s role in conceptualizing, designing, and executing the event elevated it to a league of its own.
Event Overview: The Wockhardt Annual Cycle Meet transcended the conventional boundaries of corporate gatherings, encapsulating a perfect synergy of business acumen, team camaraderie, and an electric atmosphere of celebration. The objective was clear – to inspire teams to surge and achieve unprecedented business milestones.
Key Highlights:
- Theme – “Surge”:
- MarketMen’s creative design team conceptualized and executed the theme “Surge,” symbolizing a collective push for excellence and surpassing goals.
- The Surge theme was not just a visual spectacle; it became a rallying cry for the teams to rise and conquer challenges.
- Logo Unveiling with Kabuki Magic:
- The Surge logo was unveiled with theatrical flair, using Kabuki techniques, setting the stage for a high-energy and visually stunning event kickoff.
- Perfect coordination and timing marked the logo reveal, leaving a lasting impression on the attendees.
- Team Building Extravaganza:
- Live auction determined the teams, each named after Wockhardt’s medicines, fostering a sense of identity and unity.
- Box cricket, a spirited competition among the teams, added an element of excitement and friendly rivalry.
- Cheerleaders and Team Spirit:
- Teams donned custom T-shirts representing their medicines, adding a vibrant and personalized touch.
- Cheerleaders infused infectious energy, waving placards of “6” and “4,” creating an electrifying atmosphere reminiscent of a cricket stadium.
- Reward & Recognition:
- The event seamlessly integrated business discussions with recognition, honoring achievements and motivating teams to reach greater heights.
- Photo Op Corner:
- A dedicated photo op corner allowed teams to capture memories with the Surge theme, fostering a sense of pride and ownership.
Results:
- The Surge theme resonated beyond the event, becoming a symbol of motivation and teamwork within Wockhardt.
- Enhanced team morale and camaraderie translated into improved business performance.
- The event received commendation not only for its professional execution but also for its creative brilliance.
Conclusion: Wockhardt’s Annual Cycle Meet, brought to life by MarketMen’s creative prowess, stands as a shining example of how corporate events can seamlessly blend business objectives with creativity and enthusiasm. The Surge theme, with its visual grandeur and symbolic depth, left an indelible mark, inspiring teams to surge beyond limits and achieve unparalleled success.
Zee Entertainment Television at Nauchandi Mela, Meerut
Join us as we continue to push the boundaries and set new benchmarks.
Zee Entertainment Television at Nauchandi Mela: A Spectacular Experience by MarketMen
Introduction
When Zee Entertainment Television Pvt. Ltd. decided to participate in the Nauchandi Mela for the second consecutive year, they had one goal in mind: to make it bigger and better than ever. Having successfully managed Zee’s presence at the mela in the previous year, MarketMen was the natural choice to bring this vision to life. And so we did, with a stall that was not just a stall, but a spectacle.
The Vision
Zee wanted a grand presence at the mela, and what could be grander than a 60 ft x 40 ft inlit stall designed to capture attention from every angle? But we at MarketMen decided to take it a step further. Instead of settling for static branding, we introduced an 80 ft x 6 ft outdoor LED display with curved front corners, turning the stall into a dynamic visual experience.
The 3D Anamorphic Display
To add another layer of innovation, we recommended a 3D anamorphic display featuring Zee’s logo and snippets from their popular TV serials. This wasn’t just any video; it was a specially crafted visual treat designed and executed by MarketMen. The 3D anamorphic display was not just eye-catching; it was mesmerizing, drawing crowds like a magnet.
The stall was a marvel of design and technology, fully inlit to ensure maximum visibility. The LED display and 3D anamorphic visuals were programmed to offer a seamless experience, ensuring that the brand message was not just seen but felt. Every element was meticulously planned and executed to perfection, making the stall the talk of the mela.
The Impact
The Nauchandi Mela, a 24-day event, saw participation from more than 10 lakh people, and Zee’s stall was a landmark that no one could miss. The footfall at the stall was overwhelming, and the engagement was beyond anything we had anticipated. The stall didn’t just promote Zee; it celebrated the brand, making it a part of the cultural fabric of the mela.
The MarketMen Edge
Our experience in creating impactful brand experiences came to the fore in this project. From the initial concept to the final execution, every step was a testament to MarketMen’s commitment to innovation and excellence. The result was a campaign that exceeded expectations and set new benchmarks for experiential marketing.
Conclusion
The collaboration between Zee Entertainment Television Pvt. Ltd. and MarketMen at the Nauchandi Mela was not just successful; it was historic. It redefined what a brand stall could be and set a new standard for engagement and impact.