Amrutanjan x IPL 2020: Blending Legacy with Digital Disruption
Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products.
Dr. Fixit, a flagship waterproofing brand by Pidilite Industries, is synonymous with trusted waterproofing solutions across India. With a strong legacy in the construction chemicals sector, Dr. Fixit empowers homeowners and contractors alike by offering system-based waterproofing solutions for both new builds and repairs. Endorsed by none other than Amitabh Bachchan, the brand is committed to helping India build leak-free homes with the right product, technique, and support.
We had to communicate the following message to people either involved in construction of their new home or people who were repairing their homes “Best waterproofing services and products - Dr Fixit is a leading waterproofing expert assuring the right solutions for leak-free homes. Dr Fixit provides you with a clear 5-point waterproofing solution.” The landing page was interactive in nature gave information complete with video references. The brand fixit comes highly endorsed and none other than Amitabh Bachchan is the face of the brand The message needs to go out through the year and we were tasked with getting as many contactable and qualified leads for the brand.
Dr Fixit as a brand, operates in an extremely niche category, and while it perhaps is a market leader in its own right the type of audiences that we need to target are not easily accessible across digital platforms. In the event that we do manage to reach out to them getting them to interact with the landing page and share their contact details is completely different task in itself.
Based on the brief and given that the ask was challenging in its own right, our strategy was tailor made to ensure that we were identifying the right source of contactable first party data, measuring the effectiveness of the campaign and quality along with recency of data was integral to the result of the campaign.
Driving quality leads round the clock can be challenging, but we like challenges ! Our execution plan was three prong and involved three key stages - Planning , Implementation and Optimisation. The campaign was delivered via affiliate partners and a host of proprietary databases via the LeadDigital platform, we used Trackier to ensure that we were optimising outcomes.
