NAC scores twice for Religare
The successful journey of Religare from a new entrant to become one of the leading financial services institutions of India in a span of just one year has been fuelled by NAC advertising’s innovative strategy & media planning. When Religare was launched in Jan 07 (been a new entrant), it had to (was struggling ) struggle for a brand visibility in the highly cluttered financial services sector. NAC Advertising was assigned with the task to make Religare a visible and vibrant brand in the marketplace. NAC launched the Religare campaign on the Budget day in 2007. Every retailer, investor waits for the Budget day to make fresh financial / investment decisions. Hence, the launch of Religare campaign on the Budget day was an excellent choice and a strategic move. The campaign (was launched with) focused on multiple innovative activities and (with) a leading business channel was chosen to grab the maximum eye balls. It instantly (The campaign)succeeded in creating a top of the mind awareness for Regilare brand. Building a strong consumer brand in a highly commoditized product-led market & creating credible brand awareness amongst the target audience in such a short span was no mean a feat.The lunching campaign was followed (Then NAC launched) by Race campaign & post budget campaign with the objective (was) to educate the target audience about the product and services offered by Religare (offers) and to make use of them (it). Instead of (Rather then) going in the direction of the wind for smooth sailing, NAC went against the wind and accepted the challenge. They asked Religare management to dictate the volume of responses they expect to generate from the campaign. NAC made media and strategy planning with the focus on the volumes of business, the campaign targeted to generate. This unconventional strategy was designed to grab the maximum chunk of market share and to accelerate the brand growth in the highly competitive financial services industry. The aim was to create not only just an effective but also a cost efficient campaign within the allocated budget. A series of TVC, print & radio campaigns were released to support and stengthen(create a strong) Brand image, complemented with the outdoor media for brand identity & brand recall. Since the launch of race campaign, Religare market share has been (is) growing robustly in (what has been) an increasingly competitive marketplace. At the time of launching of IPO services (launch), NAC focused specifically on the outdoor media. Again here they narrowed down to most strategic locations, where hoardings were installed to announce the arrival of IPO services by Religare. The strategy was simple & most effective as considerable brand awareness was created with impressive brand recall (so rather then) without flooding whole city with hoardings, NAC pinpointed to locations for high visibility with just five to six hoardings. The Race campaign achieved the target volumes set by Religare resulted in an increased customer base.
Till date, this year too has seen (saw) many activities for brand promotion but on a reduced scale (not on as larger scale) as compared to the previous year because now Religare is one of the leading financial services providers. Consequently, (So) the budget is also much low (as compared to) than the previous year while (as) market penetration has increased dramatically. Now the focus is to leverage the brand awareness for creating Brand equity. The campaign will again evolve around the Budget ’08. Ads across all media carried a SMS short code to gauge the impact of the campaign and to create leads. The Religare has truly (is taking) taken the market by storm and the financial services sector is all set to experience a sea change, courtesy, NAC advertising’s innovative strategy & media planning.
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