PepperFry is not only among the most recognized brands in the online retail space in India but also the largest furniture company in the country. Recently, the brand partnered with Zapr Media Labs to reach and engage with mobile users on Facebook for their latest video campaign within some unique television-based targeting parameters.
The following is an excerpt from our conversation Mihir Kulkarni, Head, Brand and Retention Marketing, PepperFry.
Q: How is technology disrupting the media and advertising industry?
MK: ..Over the last three to four years, technology has evolved sufficiently and has become a big component of most big marketing campaigns. I think where digital scores is that it allows marketers like me to personalize my communication to a targeted set of buyers or consumers; and ... that’s where digital scores over offline.
You would see that digital spends as a percentage of overall marketing spends has been increasing industry by industry across geographies.
“Zapr serves as a great differentiator for us when it comes to leveraging our online strategy”
Q: In your words, what is Zapr?
MK: I think Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.
Q: What role does Zapr play in the media and advertising industry?
MK: When we do offline campaigns, we reach out to certain set of people. Many a times, there are certain segments which TV as a mass medium does not let us reach. Our media campaigns need to be optimized in such a manner that we reach certain consumer segments that are not part of our TV channel basket.
A medium like Zapr allows us to reach out to these people online based on what they have been watching offline. And that serves as a great differentiator for us when it comes to leveraging our online strategy.
“Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.”
Q: Have you used Zapr?
MK: Yes, we did use Zapr during our last campaign. I believe that the technology tool that Zapr provides is also evolving and we would like to basically take it forward as it goes.
Q: Would you recommend Zapr to your colleagues in the industry?
MK: As I said, it’s an evolving relationship and and as for the technology enhancements happening in Zapr, I’m sure it will provide us a great way to target consumers online which we might not be able to do offline. Hence the kind of USP that Zapr has to offer works for marketers like us.
