Background : For many years Bail Kolhu Kachchi Ghani Mustard oil has remained a market leader in Uttar Pradesh & Uttaranchal and enjoys a major presence in many other parts of North India including Delhi. Even with the competition from the likes of Fortune, Naturefresh and various other local brands, Bail Kolhu has maintained a clear No. 1 position in its markets.
The Problem : The marketing problem faced by the company was two fold:
1) Although Mustard Oil has not been a much advertised product in this part but recently Bail Kolhu's competition started aggressive promotional campaigns in its dominated territories. This forced Bail Kolhu to sit up and take preventive measures so that no brand is able to cause any harm to the consumers brand loyalty enjoyed by Bail Kolhu for years.
2) In pursuance of its long term growth plans and its goal of being a nationally leading brand, Bail Kolhu had major expansion plans to enter into newer markets of North India.
Campaign Objectives: Primary - Brand Reinforcement in the existing market.
Secondary - Creating awareness in new markets.
The Solution : Sepia used Bail Kolhu's Years of Popularity as the advertising
appeal and created a campaign around the message
Bemisal. Barson se.
Media Strategy : Since in the first phase the TG was geographically limited to
UP / Uttarakhand & Delhi NCR, it was planned that National TV will be used
only in later phases. Hence the mass media used covered Radio, Print and
OOH. A major thrust was given to Events & Exhibitions.
The Result: Apart from
achieving its defined
objectives, the campaign
resulted in a 30% increase
in the sales of Bail Kolhu
Background: When Media Video Ltd., a 25 year old pioneer of the video cassettes and home video games industry, forayed into real estate, they were looking for a dynamic advertising agency that could build their real estate brand and assist in promotion of their projects. After a competitive pitch that involved much bigger agencies like Percept, etc., Sepia bagged their account.
Brand Building: Sepia conceived and created brand 'MVL' and successfully launched it in the pan-India markets. MVL soon earned a reputation of a professional real estate house that was clearly distinguished from the many mushrooming developers.
Project Promotion: After establishing the awareness of MVL, Sepia assisted it in the launch and subsequent sales promotion of of MVL's residential project 'MVL Coral' at Bhiwadi, near Delhi.
The advertising of Coral was highly strategic, highly visible and very 'un-real estate'. Campaign that achieved accolades for the client as well the agency.
A couple of years back MVN was not a familiar brand. Despite its huge establishment and good scores of students in boards and competitive exams, the educational institute completely lacked brand equity. At the time of admissions, students were choosing other institutes over MVN.
When Sepia started working for MVN, the problem was deliberated. And it was understood that MVN lacked synergy in its communication completely.
Sepia created a distinct brand identity for MVN by a uniform template, colours and a tone of communication. This was followed by a brand campaign and further tactical ads. Now all the communication has a distinct look and feel.
The result is obvious. MVN is one of the very well known educational institutes of the NCR today. After the campaign, there has been multifold increase in the number of students enrolling in MVN.