Mumbai, Maharashtra -- (SBWire) -- 05/13/2015 --Edible oil manufacturer Ruchi Soya Industries has decided to go digital for Sunrich, its refined sunflower oil brand. Digital agency Phonethics was roped in, and though the agency has worked with several FMCG brands, it was the first attempt to design digital campaigns for an edible oil brand targeted at a specific market.
South India constitutes around 70 per cent of the sunflower oil category. Due to this, the brand has been focusing on the Southern geographies. The parent company has been in the business of edible oils for over two decades. Though Sunrich as a brand has been present in the market for more than 10 years, the focus on the brand started in 2014, with clearly defined propositions.
Saurabh Gupta, CEO of Phonethics, pointed out that one of the first things that people in smaller towns do once they get internet connectivity is create a Facebook profile.
"Using this core insight, we believed that the best way for the brand to reach their target audience was through Facebook," he said.
The challenge was to frame a compelling communication strategy that would connect with its target audience. The campaign had to also be relevant, topical, easy to execute and simple to participate in, he pointed out.
The primary objective of the campaign was to find an emotional connect and resonance with the audience. Another objective, and equally important from the brand's perspective, was to create a campaign that could later turn into a digital property of the brand, he added.
Women in the age group of 22-45 are the brand's primary target audience.
The agency chose to leverage the conversations around the International Women's Day. A contest was devised that acknowledged the aspirations, needs and lifestyle of women.
Titled 'I Am The Sun', the campaign was run exclusively on the Sunrich Facebook Page.
The response was overwhelming. Women wrote about their wishes and their aspirations. Women from over 50 towns and cities that included small towns such as Mandya, Aleppey and Kadaba participated.
Phonethics Digital Agency India has been named the top search marketing service in India based on a rigorous examination of their supplied solutions. The independent research team has named them due to their continued achievement and their history of successful internet marketing solutions. Those looking for a competent search marketing solution to meet their specified needs should consider Phonethics Digital Agency India .
About Phonethics Digital Agency India
Phonethics Digital Agency India is a leading web design and search engine optimization agency in India providing professional SEO services in addition to pay per click management and eCommerce promotion. Their primary objective is to provide effective and affordable performance-based SEO services for any business. Phonethics Digital Agency Mumbai is a full-service digital marketing firm and social media agency dedicated to connecting all types of businesses with their target audiences in the most effective and efficient way. Through innovative strategies in social media management, search engine optimization (SEO), branding, web design, reputation management and public relations, Phonethics Digital Agency Mumbai promotes a consistent and professional online voice for all of its clients.
To know more visit http://phonethics.in/
