Pumped up Adrenalin signs up Euro RSCG

Most Indian IT companies earn their revenues through software services. To develop a product, and then successfully market it remains a distant dream, and perhaps an aspirational thought for most.

So, when a home-grown IT company successfully develops a product and driven by its bullishness, decides to aggressively advertise it on television - a first of its kind by an Indian IT company - surely, the development is of some significance.

In a few weeks' time, Chennai-based Adrenalin eSystems, a Polaris Software group company, will be advertising its strategic HR management software, Adrenalin® on television. Adrenalin® is a web-based software that automates all strategic business-to-employee processes, including recruitment, performance management, payroll, training and development, employee and manager self-service, manpower planning and HR reports.

The company has tied up with Euro RSCG, Chennai to create a buzz around the product. The print advertisements will be out in around 7-10 days, while the TVCs will make their debut in a couple of weeks. It was learnt that multiple TVCs are being worked on, and the company was in the process of finalising a few scripts.

Ananda Roy, AVP marketing, Adrenalin, said that the company will be using various media to get its message across to the target customer - CEOs, CIOs and HR heads. "We will be using financial dailies, business magazines, TVCs, events, web-mailers to tell our prospective clients about how Adrenalin will make a difference to their lives," he said.

"Through our TVCs on CNBC, BBC World and NDTV 24X7, we aim to reach our target viewers. This shows our seriousness about becoming a significant player in the IT space," Roy added.

Adrenalin, since it started marketing its product in September 2003, has already partnered with leading companies across industries to drive strategic and operational returns from their people processes. Some 65,000 users across clients like ACNielsen ORG-MARG, Anand Group, Dr. Reddy's Labs, Essel Propack, Hero Honda, Kuoni Travel, Mahyco, Micro Inks, QAI, Royal Sundaram, Samtel, Syrmise and others drive measurable returns from the Adrenalin® package.

"Last September, we had started with 3,500 users and two clients. Today, we have 65,000 users across 27 clients, and we are growing at a 40 per cent rate - quarter on quarter," he said.

"Our branding and marketing strategies are filled with innovation, and customer satisfaction is the top-most priority," he added. When the product was developed, the company had conducted a lot of user group studies and managed to dovetail the product according to the clients' business requirements.

"Rarely do IT companies make an approach to understand customers and their business requirements so intimately as we did. And, this is an ongoing activity for us at Adrenalin," Roy elaborated.

As for the company's partnership with Euro RSCG, Roy said the agency was selected because of its track-record in buzz marketing. "Euro RSCG had done some great work in creating a buzz for Sony's Jassi. Here, the agency will help us connect with the TG," Roy said.

Kaustav Das, vice president, Euro RSCG, Chennai, said, "We are absolutely delighted to be given this opportunity of working with Adrenalin. It is one client, which wants us to explore creativity to the extreme. Through buzz marketing and other innovative methods, we will try and reach out to prospective buyers."

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