IndiaMART Goes Mass,

Online B2C marketplaces have taken to advertising on tv in a big way. But a lately released advertisement film by IndiaMART, on the internet B2B market, will be a initially – for, the brand along with its category. The ad movie features Bollywood actor Irrfan Khan who promotes the catchphrase ‘Kaam Yahin Banta Hain’, Hindi for ‘the work eventually gets completed on IndiaMART’.

Presently launched being a electronic movie, the advertisement is planned hitting Television displays quickly.

Developed by McCann, the 40-seconder is placed in a manufacturer/production house, which Khan is definitely an employee, a “knowledgeable, smart and new-age” one at that. He talks about the ease of buying different products – like fabric, office furniture, shirt buttons, thread and air-conditioners – in bulk, from IndiaMART.

Evidently, the marketing campaign is directed at small and method-size businesses/enterprises (SMBs/SMEs). The TG comprises the brand new age purchaser, who needs hassle-free purchasing, either to satisfy his company or individual requirements, because the brand places it.

As an early mover in the dotcom space (IndiaMART was launched in 1996-97 as India’s initially online B2B directory), the company already likes strong value among Indian native SMEs. Presently, the site’s monthly consumer database mirrors around 1.5 thousand (15 lakh) suppliers/sellers, ten million (one crore) buyers, and hosts more than 3.5 crore items/resources that help produce business prospects.

The current mass mass media campaign is available in the wake of the dizzying pace where internet adoption is growing. Group IndiaMART believes this the best time to go mass using its message.

The growth and size potential of the market is huge. Hence, we decided to go ahead with this TV-led campaign and establish our value proposition that though primarily a B2B player that is focused on SMEs, the “growing chunk of individual buyers” is a significant market for the brand, too. Some experts call players with this sort of dual-TG, constituents of the ‘B2BC’ segment.

The media mixture of this marketing campaign includes TV, print, radio, outdoor and digital, which in turn includes online display, re-targeting, and search campaigns, as well as social media campaigns across Twitter and Facebook and YouTube.

The social media marketing campaign called #AaramKiTune (track that calms you the most) urges individuals to share their favourite track online. The brand is looking to create a long playlist and consequently position itself as a platform where supplying and buying is extremely easy. In fact, to illustrate this point, Irrfan Khan is seen air-playing a make-believe piano, all through the ad.

Other prominent B2B online marketplaces in India include Alibaba Trade and India India. Few months back, online business listing directory Just Dial introduced an e-commerce marketplace. Retail giant Wal-Mart Stores Inc. is intending to launch an e-commerce market in India, that will permit smaller suppliers to sell their wares to consumers.

While some reviewers are worried about mass media wastage on part of the B2B brand, other people have a problem using its face.

The mass Television viewing viewers includes the center-older tier I/level II expert, who accounts for bulk purchasing for his SMB/SME.

IndiaMART’s Bedi insists that Khan lends “realism” to his brand.

However, Saurabh Parmar, CEO, Brandlogist Communications, a brand name consultancy, feels Irrfan Khan’s screen existence will certainly get audience interest.

Parmar argues that only a little percentage of individuals who check this out ad on television will ever use IndiaMART, nevertheless. Through SMB pages on Facebook and customised audience targeting/retargeting, video content consumption on the internet is on the rise; this ad will do better, if targeted online. That will also be more cost effective.

Of course, it’s nothing like the brand will not be trying to participate with its TG online; actually, the movie is as a lot a digital advertisement as it is a TVC. The brand’s digital engagement efforts, like the hashtag #AaramKiTune, for instance, “completely miss the brand proposition., but, according to Parmar”

It is ‘Aaram Ki Tune’ only in a particular context for specific individuals, adding that in attempting to generate hype, the brand will end up investing too much, and obtaining very little “business effect” along the way.

Read the story at