Welspun is among the largest home textile manufacturers, having established its presence across 50 countries. One of India’s fastest growing conglomerates, it is now a leading supplier of bath towels in the US. Recently, Welspun India did an innovative moment marketing campaign during this year’s IPL. The campaign reached out to over 3 million IPL viewers during key match moments with contextual ads in real-time! Here’s an engaging conversation with Harshad Bhoir, Senior Manager - Digital Marketing at Welspun, on the brand’s marketing efforts:
What is the role of digital in Welspun's marketing strategies today?
If there’s one thing that Welspun stands for, it would be innovation. In order to stand out from the clutter of brands, we at Welspun have invested in digital in a unique way, for example, our recent IPL campaign. Rather than standard product features and benefits advertising, we try to create contextual and relatable content that gets our message across. We use digital in a very tactical way, and it is in sync with our offline campaigns. In fact, we also use digital to amplify our on-ground activations for higher reach and impact.
What are the future trends in your industry with regard to marketing and advertising?
We live in a mobile first world - the mobile phone is the primary device for browsing, watching content, and even conducting transactions. As such, we have recently launched the mobile-friendly website for Welspun Home Textiles which is www.MyWelspunHome.com. Another trend that’s catching on is branded content. It’s easier to reach a large audience through such content, and they prove to be more effective in message comprehension as compared to standard advertising videos.
What is your favorite marketing project that you were involved in?
The recent IPL campaign was an exciting one to work on! We partnered with Kings XI Punjab and had a lot of content built around the team, the players and cricket in general. The implementation of the campaign is something that every marketer dreams off. Right from associating such an immense property & team and getting the players to create some fantastic content, to executing the influencer campaign, we covered it all in the digital domain.
What role does data play in your company's marketing activities across channels?
Our starting point for any marketing decision is the consumer – “What does she need? How does she think? Would she relate with what we are doing?” While insights, intuition and instinct are a must in marketing, we make sure that our decisions are backed by data – market intelligence reports, media studies, and reports from internal tools and systems. When these are in sync, the marketing campaign will definitely have a higher impact and achieve the set objectives.