India (part of the US$6.3 billion Amway Corporation, USA), which always believed in channel sales to promote and sell its vast range of products, is now looking at television. The direct selling company has launched its first television commercial to promote the corporate brand. The TVC has been created by Rediffusion DY&R, Amway's creative agency since September 2004.
The TV commercial is intended to send out the message that Amway has products for every need, thereby creating brand awareness among a larger base of consumers.
Naveen Anand, vice-president, marketing, Amway, says, "The emotional connect between the brand and the consumer is very high as compared to other mediums."
The TVC shows that different people have different kinds of needs, and Amway has a product for each need. The insight was that in today's stressful life, people are giving into to their demands. And in such a case, Amway helps people live a better life.
Says Ajay Gehlaut, regional creative head, Rediffusion DYR, "There awareness around Amway as a brand was always high, but people were ignorant about the range of products that the company offers, so we needed to work on that."
Amway has a strong media plan lined up for the near future. With an advertising spend of Rs 14 crore, it plans to use print and outdoor besides the TVC for this particular campaign.
Amway started operations in 1998 as a direct selling brand.