The firm has launched a new digital video communicating the same…
E-commerce company IndiaMART, that caters to B2B, and B2C needs of businesses and customers through its platform, has introduced its brand promise ‘Bada AasaanHai’. The tag-line will accompany various visual assets of the brand in the coming days.
The firm zeroed in on the tag-line after a research which it conducted with digital agency WatConsult. ‘Bada Aasaan Hai’ signifies the ease of working that IndiaMART provides by connecting relevant professional with each other.
But why a brand promise, and why now? Well for one, the platform has become much bigger than it ever was. From servicing around 10 million users a month, a few years back, IndiaMART now services 60 million users. Additionally, there is a shift in the device usage and demographics of the users. The mobile internet penetration has led to 75% of the users on IndiaMart accessing the platform through their phones. Also, nearly two-thirds of the traffic now comes from non-metros.
“IndiaMART’s new brand promise ‘Bada Aasaan Hai’ clearly resonates with the way the brand has functioned over the last two decades and is aligned with our long term mission to make doing business easy for the millions of businesses, by providing them tech-enabled, easy and cost-effective solutions. We have just scratched the surface, there is a huge scope for business inclusion, which will only be possible by encouraging digital adoption within the SME sector,” says Sumit Bedi, Vice President- marketing and CX, IndiaMART InterMESH.
Rajiv Dingra, Founder and CEO, WATConsult adds, “We wanted to take the brand’s philosophy of providing a convenient & a faster online trading marketplace, ahead with a new yet convincing thought. Also, considering the fact that the brand targets a mixed set of audiences including traditionalists, new-age entrepreneurs, CEOs and CXOs and employees, ‘Bada Aasaan hai’ perfectly fits with the brand’s easy-to-use interface and the legacy of helping businesses reach the top. It was our pleasure to assist IndiaMART in their new proposition.”
The e-commerce platform has launched a digital video to communicate this new brand promise. The video opens a couple who owns a small hand-made candle making business. The following frames show a wedding planner, seemingly from an urban area, get a last minute request to arrange for 500 tokens for guests attending the wedding of his client. He gets on to IndiaMART, is matched by the platform’s AI led backend with the candlemaker couple. The video shows how the platform serves the business community through its extensive network.
“The heroes of this campaign are the small businesses who are the backbone of the Indian economy. The brand film seeks to reinforce IndiaMART as the ultimate destination that brings in ease in doing business and shows how easily offline businesses can scale themselves using an easy to use online platform,” Bedi says.
Bedi adds that IndiaMART has identified three areas to ensure an evolved product – efficiency in matching businesses using artificial intelligence and machine learning, ensuring the credibility of its members, and providing a secure payment platform.