Founder and CEO, Vikas D Nahar in dialog with Social Samosa talks about how Happilo goals to construct visibility by way of RCB’s digital presence in IPL 2023.
With the Indian Premier League anticipated to clock greater than 500 million attain from plenty throughout TV and digital platforms this yr, manufacturers are greater than desperate to dip their toes.
For D2C model Happilo, its affiliation with Royal Challengers Bangalore (RCB) as its Official Snacking Associate is all about constructing consciousness and trails for the model. Founder and CEO, Vikas D Nahar in dialog with Social Samosa talked about how Happilo goals to construct visibility by way of RCB’s robust digital presence and neighborhood.
He mentioned, “With IPL, we’re certain that we’ll attain out to the plenty and it’ll assist us construct large-scale distribution and strengthen our model share within the on-line house. This yr Happilo is beginning with media and group partnership, and we are actually hoping for income and brand-level affect for a similar.”
The model beforehand sponsored Rajasthan Royals in IPL 2022 as a acutely aware try to extend penetration within the North.
Digital Technique
After establishing its presence within the North, Happilo goals to construct visibility and penetration within the southern markets.
Its latest affiliation with RCB, a group that enjoys a valuation of $1.04 billion and has a robust social forex with 10.3 million followers on Instagram, and 6.5 million followers on Twitter, will assist the model obtain this purpose.
What made RCB the correct selection for Happilo can be how the group makes use of its social media to interact with its followers. It routinely highlights the cricketers’ tales through its podcast, shares banter and generates engagement through fan actions.
By leveraging this content material technique, fan following and follower base of the group, Happilo eyes a much bigger pie of the southern market.
Whereas digital is the model’s main focus, its advertising mediums additionally embrace TV.
Elaborating on the media mixture of Happilo, Nahar mentioned, “We’ve a excessive decibel plan with Star Sports activities HD & SD channel LIVE matches. We’re additionally going reside on Jio in CTV and reaching out to digital audiences through collab with RCB official pages, the RCB fan membership and a large-scale influencer plan. We’re activating distributors and normal commerce through on-ground activations and meet & greet.”
As of now, the model has introduced a number of merchandise and free ticket giveaways to interact with followers of the group by asking them to share their favorite match moments.
Additionally Learn: EatSure goals to drive model visibility and consumption by way of its affiliation with RCB
Happilo is utilizing a mixture of JioCinema and Star Sports activities to succeed in out to its audiences. Apart from its funding in IPL, Nahar mentioned, “We are going to proceed to put money into media based mostly on seasonality and construct attain and frequency.”
Driving Visibility
The dry fruits and snacks model depends upon event based mostly consumption to drive its development.
Throughout Diwali, Happilo appears for Common Leisure Channels (GEC) and film channels to focus on the bigger feminine viewers as they often make these shopping for selections.
The model has included celebrities in its advertising technique by onboarding movie star couple Kiara Advani and Siddharth Malhotra to endorse it.
Nahar talked about that the model needed to concentrate on celebrities, and Kiara who has topped the charts in Ormax Media’s report as one of many widespread celebrities and Siddharth who’s fairly energetic in well being and health, did justice to the marketing campaign’s theme.
Including to this, Nahar mentioned, “Happilo launched three movies below the marketing campaign, all designed by McCann Worldwide Group. With celeb’s presence and the correct media combine, the marketing campaign has elevated our consciousness scores to greater than 86% as per the quantitative research.”
In an age the place the recognition of mascots appears to have light, the model makes use of its very personal ‘Happi’ to interrupt the muddle within the FMCG house.
Speaking about whether or not utilizing a mascot has helped the model, Nahar talked about that by way of the post-campaign analysis, it was noticed that individuals remembered the model by trying on the mascot & his motion of Nut – Gun.
He continued, “Mascots create the visibility for the model in individuals’s minds and assist construct recall. We’ve continued the mascot in all our adverts after that in order that we will carry the story ahead.”
With Vikas D Nahar because the face of name Happilo, his look on Shark Tank India as a visitor Shark has additionally contributed to some quantifiable numbers of inquiries and conversations on digital and social media.
Aside from the digital promotions, the model has been engaged on increasing its offline presence with 10 flagship shops in Bangalore, Delhi and Mumbai. It has constructed expertise shops the place individuals can pattern merchandise. Nahar mentioned that model activations in malls and surrounding areas have additionally helped the model embrace higher trails and create belief in high quality and buy.
Moreover, Nahar elaborated that Happilo is planning to develop 100+ Unique Model Retailers (EBOs) and franchise shops and are within the course of to start out increasing in worldwide markets like European and US markets.
With the launch of latest merchandise made from dry fruits below its portfolio, the main focus for 2023 can be on product penetration, rising consumption and excessive model trails in Metro, Mini Metro and Tier 1 markets.
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