Speaking exclusively to IndianMediaBook, Sumit Bedi, Vice President, Marketing, IndiaMart said, “According to our research, IndiaMart played a major role in the growth of SMEs in the past few years. Thus, through this campaign we want to highlight the role of IndiaMart as a trustworthy enabler in the ecosystem of SMEs and B2B space.”
The campaign will establish IndiaMart’s value proposition of a business facilitator of India, by being the platform that powers the Khoj for growth, success, ambitions and legacy.
Conceptualised by Bang in the Middle, the TVC was shot in Mumbai. Bedi informed that Delhi and Mumbai are the biggest market of IndiaMart and thus, this is a pan India campaign, but primarily focusing on the metro cities and other major markets such as Gujarat, Bangalore, Hyderabad, Chennai etc.
According to Prathap Suthan CCO and Managing Partner, Bang in the Middle, this campaign is a tribute to that entrepreneurial spirit, as much as the earthiness of Irrfan adds realness to the grit of these people.
“Every entrepreneur and every businessman starts his or her journey to follow a dream. The innate search and thirst to achieve a target, reach a landmark, and build an enterprise worthy of the dream in their minds. Our country is full of legends of people who have started small and made global successes, and those stories and surnames are driving forces for a country that’s now woken up. They are inspiration to those searching for their own footprints to leave behind, added Suthan.
The first phase of the campaign was kick-started with a tweet by Irrfan Khan. A 31 seconder TVC has been released as a tribute to those young minds who aim to become like their role model. Khan speaks of the budding entrepreneurs and the living legends.
Speaking exclusively to IndianMediaBook, Naresh Gupta CSO & Managing Partner, Bang in the Middle said, “The idea behind the campaign is to build IndiaMart as the only place that powers success of business in India and make it even more integral to success of entrepreneurs in India. India ki Khoj is Own Khoj, as the word, as the action, as the way to power the business Khoi for success, for progress, for ambition.”
The first phase will continue for four week and Bedi informed that IndiaMart will continue to invest in India ki Khoj campaign and they are also planning to bring more stories of SMEs.
To create buzz around the campaign, several engaging activities will be done across the various social media platforms, such as showcasing videos ad films on YouTube and Facebook and apart from this, display ads will be roll out on various news portals such as Navbharat Times, Aaj Tak, Economic Times etc.
“We want to position IndiaMart as the trustworthy enabler in this whole ecosystem. From a brand’s prospective, we are trying to move towards emotional space, rather than very functional space, wherein it stand for a trustworthy enabler for SMEs”, concluded Bedi.
