ITC wants to make it easier for people in cities and towns to talk to each other about its products, such as Aashirvaad Atta, Bingo!, and Savlon. The difficulty was to reach people who speak different languages, those who don’t use a lot of data, and rural consumers who mostly utilise voice-driven platforms and localised content.
How We Do It:
Recro Media came up with a phygital mobile marketing plan that used voice, SMS, WhatsApp, and vernacular video to reach deeper markets with messages that were relevant to the consumer.
Important Projects: Missed Call Campaigns sends product information and promo codes through IVR in seven different languages.
WhatsApp Engagement Flows for contests, cooking videos, and guidance on how to use products.
Short video ads (15 seconds) that work well on mobile displays and with slow internet connections, with the help of local influencers.
Interactive Voice Response (IVR) devices for getting feedback on product samples in semi-urban areas.
Hyperlocal mobile surveys use USSD codes to get information about the market and people’s preferences.
Results: 🌐 In 3 months, reached over 6 million rural mobile users in 9 states 42% of people who called and then followed up with an IVR call interacted with voice-led advertising.
📱 25% more people signing up for WhatsApp for product-based engagement 20% more people trying out products and using coupons We got a lot of information about customers for three main product lines in different regions.
Recro Media’s Mobile Marketing in Digital Marketing strategy helped ITC connect with actual people in Tier 2 cities and towns, both rural and urban. This led to real awareness and product interaction through new and inclusive mobile channels.