Focus to handle the digital mandate of Finolex Cables

By Biprorshee Das , afaqs!, Mumbai | In Digital | October 12, 2012
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Trinetra Focus Communications, the digital arm of the agency, will work on the account.

Electrical and telecommunication cables manufacturer Finolex Cables is venturing into digital media for its communications and has awarded the mandate to the digital arm of its communication partner, Focus.

Trinetra Focus Communication, the digital unit of Focus, will handle the digital duties of the company. Focus has been working on the account for close to seven years with its creatives, strategy and media planning services. The key mandate for Trinetra Focus Communication will be to focus on building brand awareness along with regular engagement with the target communities.

Harsh Wardhan Dave

Harsh Wardhan Dave, vice-president, Trinetra Focus Communication, says, "Having realised that electrical cable as a category is a difficult one to communicate, our team has put in great efforts towards effective messaging and strategy to create a strong base for a non-core brand like this. A research insight on the target audience affirmed our belief that it was the right time for Finolex to get into the digital marketing space. Through this mandate, we wish to bridge the gap and build sustainable engagements with the core audience."

Dave further tells afaqs! that a thorough understanding of the company revealed how Finolex primarily caters to both B2B and B2C consumers with its products and in the digital space, the brand could either talk to them based on their online behaviour and/or engage them in innovative ways.

The digital strategy going forward will be divided into two phases. In the initial one, the agency will focus to build the basic properties on social media platforms to generate engagement, while in the second phase specific apps will be developed for the consumers.

Besides the regular social media channels, a lot of emphasis will be laid on LinkedIn since the company will be able to target a large chunk of its target group on the platform.

Finolex has recently launched a new communication campaign titled 'Laal' centred on the relationship between the brand and the colour red. The digital activities will translate the campaign online, besides other activities.

Dave adds that going forward, the initiative will also be to do it the other way and adapt online campaigns offline.

Listed on the bourses and established in 1958, Finolex Cables is the flagship company of the Finolex Group and is one of the leading manufacturers of electrical and communication cables in the country.

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