Experience d2h Entertainment: Mumbai Indians, IIFA & Bollywood Boost ExM for Videocon d2h
by Rakhi Jerly Marketing | August 25, 2016 | Feature
Videocon d2h Mumbai Indians IIFA Salman Khan
Videocon d2h, one of India’s fastest growing DTH service providers, positions itself as a brand that stands for ‘Entertainment’ and ‘Happiness’ - both of which are better experienced, than just seen or heard. Naturally, Experiential Marketing plays a vital role in their brand strategies. With 40% of the total annual budget set aside for BTL, Videocon d2h has been exploring several avenues in various segments for a wider appeal. The focus remains on increasing penetration in Tier III and Tier IV DAS (Digital Addressable System) cities. Apart from tapping into popular categories like movies and cricket, the brand is now planning on reaching out to these audience through in-shop merchandise, OOH media like wall paintings etc.
In the past, and at present, Videocon d2h branding is majorly visible through their principal sponsorship of the Mumbai Indians IPL (Indian Premier League) team, as well as an eight year long association with IIFA (International Indian Film Academy Awards). A radio activation and an on-ground coaching clinic for school children were the most recent activities involving the Mumbai Indians team.
“IIFA and MI are our natural and obvious platforms for association. Mumbai Indians is a fast growing IPL team, whereas Videocon d2h is the fastest growing DTH player in the sector. IIFA is all about showcasing Bollywood talent on a global platform, and Videocon d2h the first company to be listed on NASDAQ -- both have the synergy of Indian company going global with the common promise of entertainment. We are open to ideas that can explore similar partnership and association opportunities which are a perfect fit to our value proposition,” confirms a senior member of the Videocon d2h marketing team.
Over the years, the brand has also explored film placements -- All is Well and Sultan being the most recent. The results were mixed and the major learning was that mere placement is inadequate, unless accompanied by marketing activities to leverage the association of the brand with the film. Choice of the title and type of association also determines the retention of the brand identity among consumers. Carrying this learning forward, the ‘Sultan’ campaign was extended to a “Mein Bhi Sultan” contest in association with PVR Cinemas, which saw tremendous success. Rolled out in 20 PVR theatres in Rajasthan, Punjab, Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chhattisgarh, and Haryana, the contest received 5000 entries from Videocon d2h subscribers through activations on-ground as well as online. The winners were given the chance to meet Salman Khan at an exclusive meet and greet event in Mumbai.
Now, as the festive season approaches, the offers from the brand are all about adding flavour to the celebrations and connecting with the audiences to increase brand recall, though Videocon d2h’s core focus and long-term strategy is to increase subscriber base by reaching rural and semi-urban areas, by the end of this year. Massive consumer engagement is also achieved through active participation in hundreds of the local level exhibitions, melas, etc.
To execute these strategic marketing initiatives, Videocon d2h believes in long-term associations with partners rather than just a vendor for a particular project or timeline. The preferred event agency or on-ground partner would be someone who shares a similar kind of passion to reach out to existing and potential subscribers, rather than a vanilla partner. Commitment, ability to assimilate and understand the brand, values/communication pegs, creativity, and flawless execution are other important evaluation criteria while shortlisting a partner.
Also read: Videocon d2h Enters Into A Unique Association With Movie Sultan To Create Emotional Connect in Rural
The rapidly growing DTH service provider spends 40% of its annual budget on BTL, and has been exploring a variety of associations and partnerships to boost brand recall and retention.