Strengthen brand recall
around Staples.

An everyday grocery retail chain and quick commerce platform expanding rapidly across Eastern India. To actively engage with their customers and stay on top of minds, ApnaMart runs various Sale Events and Offers.

ClientApnaMart

CelebrityMandar Chandwadkar

CategoryStaples

01APNAMART RETAIL & QUICK COMMERCE

Context & Challenge

While analysing the data, ApnaMart figured that for their customers, they had built a unique selling point around being the best place for getting the best staples around.

Now, they wanted to leverage their strongest category strategically by strengthening brand recall around Staples.

The constraints

01
Campaign idea and Celebrity (Mandar Chandwadkar) were finalised
02
But communication lacked clarity
03
The final ads needed strong regional resonance
04
It was essential for the ads to work across Social Media Channels (organically) while also bringing in low CAC through paid distribution

02UNDERSTANDING CUSTOMERS

Customer Behaviour
Observations

We started by breaking down what matters most to ApnaMart customers. Then we started finding those insights that matched perfectly with Mandar’s iconic character ‘Bhide’ from Taarak Mehta Ka Ooltah Chashmah.

01
Savings
Customers actively look to maximise discounts and save money. There are high chances that they buy from somewhere else based on price
02
Quality
When it comes to food items, the customers of ApnaMart (mostly married women) value Quality very highly
03
Trust
Trust is an essential aspect for the customers. They inspect grocery items carefully before purchase
04
Variety
Variety across the SKUs becomes a point of attraction by creating a value of aspiration in their minds

03CREATIVE STRATEGY

Character-driven storytelling.
Situational humour. Cultural familiarity.

The following aspects became the communication pillars for the campaign and the following customer motivations were highlighted across our ads:

01Careful Item Inspection
02Highlighting the Diverse range of Products at ApnaMart
03Hunting Discounts and availing various offers at ApnaMart

While developing the scripts, we chose

01Social-media-first storytelling
To make our scripts Social-Media-First and avoid hard-selling of Staples.
02Character-driven storytelling
Used nuances and created situations that Bhide would often experience
03Situational humour
To improve the engagement on our ads, we made the scripts fun to watch and added humour
04Cultural familiarity
with the people in ApnaMart’s Operating Regions

04CAMPAIGN