Categories Name : STAGES OF BRAND BUILDING

Sub-Category : Best Pivot Initiative

Entry Name (Campaign) :Yashashvi Pradhan - Best Pivot Initiative

Results

Execution: UP, identified as a strategic priority market for the brand, served as the focal market for this innovative campaign. To ensure efficient management, the state was segmented into 8 market segments. The campaign unfolded progressively in each segment, reaching its pinnacle with a state-level grand finale. The campaign seamlessly progressed through three key stages:
1. Campaign Inception & Call For Entries
2. Entry Evaluation
3. Nodal Events & the Grand Finale We harnessed Dainik Jagran's extensive network for maximizing outreach.
With a readership of 10 million, we strategically placed advertorials in their newspaper. Jagran Solutions, their activation arm, adopted a multifaceted approach. Reporters, doubling as promoters, engaged directly with Pradhans.
Event coverage gained prominence, featuring on the front page of newspapers and across various platforms. State-level events were live-streamed on TV and digital media. The sustained campaign included curated short films and success stories showcasing development journeys. Winners emphasized UltraTech as a synonymous partner in their village's growth, bolstering credibility through an extensive multimedia promotion. Results: Our multi-media approach allowed for a structured and impactful execution, engaging participants and stakeholders at every phase. The grand finale celebrated the outstanding achievements and contributions, marking the successful completion of this multifaceted initiative. Through this campaign, the brand was able to deliver substantial uplift in its consideration and recommendation scores, within both the Pradhan community and among rural IHBs.
• 40+ inserts of ads/advertorials
• ~1,000 exposures on TV supplemented with 12mn+ impressions through banners ads
• 13 Mn+ reach generated through WhatsApp activity
• INR 5 Cr. worth of earned media.
• The campaign reached out to a staggering 150 million people. Healthy uplift in scores across funnel:
• Influencers (Pradhans) – Unaided Awareness (24%), Consideration (29%), Recommendations (39%), Imagery Association (25%)
• Consumers – Unaided Awareness (38%), Consideration (33%), Recommendations