Sunil Kataria of GCPL talks about the launch of the BBLUNT Salon Secret High Shine Creme Hair Color; Saurabh Yagnik of Sony Pictures Networks talks about the launch of Sony Le Plex HD and Atul Jain of LeEco India talks about the launch of its Super TV range in India
‘BBLUNT ALIGNS WITH GODREJ PHILOSOPHY OF DISRUPTIVE PRODUCTS’
Adhuna Bhabani and Avan Contractor’s BBLUNT, in collaboration with the product development team at Godrej, has come up with the BBLUNT Salon Secret High Shine Crème Hair Color in seven attractive colours. Talking about this labour of love that took around three years of testing, agreements and disagreements, Sunil Kataria, Head, Marketing and Sales, India & SAARC, Godrej Consumer Products Limited says, “We are market leaders in the hair colour segment, with a strong leadership position in the mass market. We spotted an opportunity in the premium end of the crème hair colour market. With BBLUNT’s latest offering, we are launching a product that is best in class and better than any other premium hair colour in India today.”
On differentiation from competitors: “This product is designed especially for Indian hair. While other hair colours work with two ingredients, we have added a new ingredient called silk protein that will add a salon-like shine. BBLUNT is clearly aligned to Godrej’s philosophy of producing disruptive products. That clearly differentiates us.”
On marketing the product: “We have launched a TVC with brand ambassador Kareena Kapoor. We will be doing a lot of innovations, both on TV and Digital. We have a very strong marketing campaign primarily driven in two pivots. BBLUNT is one of the most digitally agile brands within Godrej. Roughly 20% of marketing spends of BBLUNT go into Digital. Within Digital, we are working with OTTs like Hotstar. We are going to create something similar to ‘Dirty Little Secrets’. You will soon see us come out with some amazing content videos for Salon Secret.” (As told to Samarpita Banerjee)
‘SONY LE PLEX IS FOR THE PREMIUM HOLLYWOOD LOYALIST’
Sony Pictures Networks India (SPN) has just launched Sony Le Plex HD, a premium English Movie HD channel. The new channel has 400+ movie titles including 200 award-winning movies. It has partnered with writer and director Zoya Akhtar, taking her on as community ambassador. Saurabh Yagnik, EVP and Business Head, English Cluster, Sony Pictures Networks India tells us more.
On Zoya Akhtar: Zoya represents a contemporary style of filmmaking. Her persona and the way we perceive this brand have many things in common. Zoya loves having conversations around movies and we will leverage her to build a community.
On target audience: There are two kinds of Hollywood moviegoers - Hollywood loyalists and Casanovas. Hollywood blockbusters/ mainstream movies are consumed by both sets with the Casanovas helping grow the category. While mainstream channels air blockbuster movies, critically acclaimed movies with great stories don’t get enough visibility. We are under-serving the need of the Hollywood loyalist and Sony Le Plex caters to this audience. This is a premium audience. It’s about a mindset more than demographics that we are looking at.
On distribution & marketing: We already have 85-90% coverage of HD households. For marketing, we will use Sony’s HD network on TV and leverage Print and social media to build the channel. (As told to Simran Sabherwal)
‘AGGRESSIVE MARKETING CAMPAIGNS ACCELERATED LEECO’S INDIA JOURNEY’
When LeEco launched its Super TV range in India, it became the first company to offer content-enabled TVs in the country. It set a new record by selling more than 1200 units of super TVs within three days, leading the 55” TV segment, in its first online pre-sale in India. It also released its first ever TV commercial in the country for its second generation super phones Le 2 and Le Max2, giving an all-new dimension to its marketing strategy.
Talking about the company’s changed focus, Atul Jain, COO, Smart Electronics Business, LeEco India says, “We believe that our aggressive marketing campaigns have accelerated our India journey. Since our India launch, we’ve followed a unique marketing approach that included a healthy mix of both traditional and new media - Print, OOH, Digital and PR that has established LeEco as a prominent name in the industry. By extending our reach to television, we aim to further entrench our presence in the minds of the audiences across geographies. Our TVC has gone live across 60+ channels including some key regional outlets and will be on air for the next two-three months. It communicates the key differentiators of our Superphones, specifically our CDLA technology and the content ecosystem.” (As told to Neeta Nair)
