For the first time in the steel retail space, Essar Hypermart launched an awareness campaign that reached out directly to end customers. The program was adapted to the local culture, resulting in a strong brand connect.
With the approaching monsoon season, the sale of galvanized corrugated (GC) sheets hits a seasonal high between April and June – especially since customers consider renovating their roof during this time of the year. With the customer being bombarded with competing brands, Essar Hypermart decided to develop a campaign that would enable Essar Steel’s products to resonate with the customer and set the tone for a cut-above brand experience.
A rural campaign was developed and brand-building activities were integrated with local cultural entertainment programs. The family entertainment program gave customers an opportunity to enjoy local devotional and folk music, dance, mimicry, fire acts and other entertainment activities while engaging with the brand.
Essar Hypermart took this opportunity to innovate and elevate the brand and planned these events across three states - Rajasthan, Maharashtra and Gujarat. In April, the first cultural event was launched in Neem-ka-Thana in Rajasthan where all steel retailers and local residents in the area were invited. The event was creatively interspersed with Essar GC Sheet’s “Majbooti Ki Guarantee” promise. The audience at the event was informed about the qualities of Essar GC sheets and a stall was also put up where the benefits of the Essar GC Sheets were demonstrated.
Post the success at Neem-ka-Thana, the event was replicated at Behrotra, Metra city, Devghad and Balhotra in Rajasthan; at Jamner and Ambad in Maharashtra and Sawarkundla in Gujarat. These connect programs have already reached more than 60,000 potential customers and by the end of the program cycle, it is expected to reach more than 100,000 potential customers.
The entertainment event was attended by local Expresspoints, Expressmarts and Essar employees. Essar Hypermart CEO Ashok Bajpai also attended the event at Ambad in Maharashtra. The local Expresspoints and Expressmarts were felicitated during the event to drive channel awareness. The event was complemented by consumer-centric initiatives like wall painting, van promotion, shop merchandise and product demonstration to drive brand awareness and product experience at all the consumer touch points. The tickets for the entertainment event were distributed during the van promotion.
This whole exercise was conducted in conjunction with the local Expressmarts and Expresspoints. The overwhelming enthusiasm of retailers has only served to boost Essar Hypermart’s efforts at constant innovation.