Nothing succeeds more for a brand than to latch on to an emergent trend to engage with customers, and this time it is the upcoming General Elections.
Given this scenario, Dollar Industries has also launched a campaign, called IndiaKaBigboss 2014 that attempts to ride the wave of social consciousness. The campaign aims to cut across geographical boundaries and reach out to innumerable customers through the potent communication weapon of the time, the digital platform.
'Bigboss' remains the premier brand of Dollar Industries and the brand's philosophy 'Fit Hai Boss' tunes in well with the campaign which has the tagline, 'Fit Ho Boss, Toh Chuno Bigboss'.
"There is a recall of the brand when we say 'Bigboss' and 'Fit Hai Boss' together. Through IndiaKaBigboss, Dollar is strengthening its brand value," states Vinod Gupta, managing director, Dollar Industries, adding that the objective is to highlight the people's collective supremacy in choosing leaders.
"Although we find the youth are taking an interest in political affairs, still more activity is required. Understanding the right of expression is essential to elect the best candidates for the country's future. To stir up this responsibility before the polls, Dollar has taken this unique endeavour through Chuno IndiaKaBigboss campaign. We are giving people a platform where they can express their views by electing Bigbosses in fields like politics, sports, music, movie and business," he adds.
IndiaKaBigboss will ask the audience, through TV, print, hoardings and the internet, to nominate their favourite personalities in the fields of politics, film, music, business and sports. The ones with the maximum nominations in each category will be declared 'IndiaKaBigboss 2014' for the particular field. The voting will be done through internet on the website, indiakabigboss.com.
People can also vote by giving a missed call to a number, and register their votes later through a mobile IVR message. Participants will get a chance to win prizes (including talk time, gift vouchers and iPads).
The campaign has been designed by Lowe Lintas, with digital support from ILS Network based in Kolkata. The campaign is being promoted through TV ads, OOH display, digital advertising and mobile VAS support. Social media and digital ads remain the most used platform to prop up this campaign.
Speaking on the need for a digital contest for the campaign, Gupta states that the brand's dependence on internet is not limited to communication, information and entertainment, but also extends as a potent weapon to cut across geographical boundaries.
"In short, the aim is to increase the brand recall and value in the consumers' mind. Moreover, in a hugely unorganised market full of clutter, we need freshness in our communication to stick around," he adds.
At the end of the campaign, besides giving away prizes to those who have participated in the activity, the company will also felicitate the winning personalities in an event, conferring on them the title of IndiaKaBigboss 2014.