Simpa Energy recently conducted a rural campaign to build awareness and understand customer need for solar energy. This campaign was conducted in the villages of three districts in Uttar Pradesh, after Simpa’s sales branch infrastructure was established in the district towns. During the first half of the day, Simpa set up their product demonstrations at the village market, near the Simpa payment point. They also produced wall-paintings and banners with Simpa branding around the village centre. During the second half of the day, they spent 4-5 hours speaking to schools on the benefits of their products, conducted focus groups with groups of students or household owners and distributed leaflets of their activities. The central tagline in this campaign was “Solar power, your power”, translated in Hindi as “Surya Shakti, Aapki Shakti” for the ease of the target audience.
The campaigning activities which began on Oct. 20 and ran until Nov. 10, were conducted in Pilhibit, Bareilly and Kasganj. These districts had most recently been recognized by Simpa as home to large numbers of unelectrified villages. They used one marketing van (GPS-enabled) and one supporting van for each district. Their target groups were village households and local retail shop-owners with low access to reliable electricity. Typical occupations of their customers included farmers, retail and auto drivers, who earn in the range of Rs 2000-3000 per month. Each day, they reached out to approximately 1500-2000 people through their marketing campaigns. The same campaign was escalated further to seven cities from Nov. 24 and shall continue till the end of December. The cities covered in new phase shall be Mathura, Aligarh, Hathras, Bareilly, Badaun, Pilibhit and Kasganj.
The range of activities included interactive games such as puzzles, prize-drawing quizzes and Simpa’s promotional videos showcased on Samsung tablets. Simpa’s videos were also shared directly with customers’ phones via whatsapp. In the lucky draw, prizes comprised of three discount vouchers for Simpa’s newly released Turbo home system (vouchers worth Rs 100, Rs 250, and Rs 500). Simpa also publicized career opportunities for aspiring solar technicians to work with Simpa, and provided a collection point for interested applicants to deposit their resumes.
Speaking on the occasion, Divya Singhal, Marketing Head, Simpa Energies said, "Our long-term goal is to expand our geographical footprint across the districts of Uttar Pradesh and increase customer density in each district where we already have an established presence. Through our marketing campaign, we receive 7-8 sales requests per week from each village, and an average of three sales per day per van. We plan to follow up on these requests by sending our installation team and our payment agents to these households at the earliest opportunity. In a broader marketing strategy, we aim to partner with barbers and doctors to encourage them to promote Simpa through banners and posters in their shops and clinics. We plan to reward barbers and doctors with commission if their customers are converted into Simpa customers as a result of exposure to our branding. We are inspired by Prime Minister Shri Narendra Modi’s "Swach Bharat (Clean India)" campaign and believe that our work in solar energy is closely linked to the principles advocated by this campaign. Our marketing team wear t-shirts with the Swach Bharat logos, in conjunction with our Simpa logos. During our marketing campaigns in villages, our team demonstrates the importance of physically cleaning the exteriors of schools, temples and other village structures. We also encourage local politicians and village authorities to participate in our marketing campaign, as the future of implementing the principles of clean India in these areas ultimately lies with village residents themselves".
Commenting on the campaign, Girish Sharma, Director, Global Visionaries said, "Though the given timelines were very short, but the skillful working of our execution team pulled off the activity very well. The day to day execution was a tough assignment as we were approaching villages where there is no electricity and the approach roads are very bad. It was a great experience working with the marketing team of Simpa."