Interview : Our Category Has Seen A Lot Of Brand Activity But Most Of This Was In The Functional Space – Suvid Bajaj, Head – Marketing, Spinny

What is the objective behind the Khushiyon ki Long Drive ft. P.V. Sindhu & Sachin Tendulkar Campaign and what kind of RoI would you be looking at? 

This is our first-ever marketing campaign for the brand. Our positioning (dreams & happiness home delivered) has been creatively developed as part of this film, as a start to the family’s Khushiyon ki long drive. Through this campaign, our objective is to highlight the brand’s vision to turn the car buying and ownership journey into a simple and delightful experience. Our category has seen a lot of brand activity over the last few years but most of this was in the functional space and focused on transactional benefits for consumers. However, we understand that a car buying experience is a deeply emotional endeavour for consumers where the entire family & friends of the buyer get involved in some way or the other in the decision-making process. We wanted to capture the emotional highs of a car buying journey as opposed to just the functional or transactional elements. We believe that this is a significant change from how brands have talked to consumers in this space.

What is the promotional strategy for the campaign? What sort of investment went behind your campaign? Please take us through the media blueprint of the campaign. 

Our focus is to make the consumer’s car-buying/selling journey delightful & transparent. For the same, we have made adequate investments to grow the category & drive awareness and preference for our brand. Spinny’s marketing playbook has been focused on the organic discovery of the platform and most importantly referral from customers who have experienced its platform. The brand has focused on Radio & Print as effective reach vehicles for their target audiences. In addition to this, we are the associate sponsors of Disney+Hotstar for TATA IPL 2022. 

What is your opinion on how brands can benefit from Metaverse for their marketing strategy & how they can plan to leverage Web 3.0? Customer experience plays a critical factor in Spinny’s line of business, share with us how do you see Metaverse as a marketing opportunity for Spinny 

The metaverse is poised to grow and as it continues to evolve, more & more brands are starting to notice.  Brands can benefit from Metaverse for their marketing strategies and interact with their customers in a new & interesting way. At the end of the day, all media are avenues where consumers spend their time and all brands try and maximise their presence wherever they feel consumers are spending most of it. The Metaverse is full of exciting possibilities. It’s about being always on and being a part of a customer’s everyday life.  

How would you define your digital marketing strategy? What metrics do you leverage to measure the RoI on multiple platforms? 

Our digital marketing strategy aims to deliver both reach/awareness and business metrics. We have robust tracking and delivery mechanisms in place to measure the success of the same. 

Please take us through the top 3 initiatives as part of Spinny’s content strategy for 2022? 

Our core objectives for this year are to drive awareness about the brand and build preference for our service. Our content strategy is designed to reflect the car buying, selling and ownership experiences that the brand is curating for every customer.