Switch To 'SOFY' Side Wall

After long time, ‘Sofy’ (a brand of “Unicharm”) has come out with confident campaign & confident brand ambassador. Though, in India a sanitary napkin market is dominated by two leading brands Whisper & Stayfree.

“Sofy” is brand which is appealing towards ‘flexibility’ where woman can feel relax & do anything with freedom during menstrual period. And, that’s why brand is trying to take strong position & generate more awareness as “Sofy Side wall”. It can also be say that core competency for “Sofy” brand because brand is showing that easily absorbency & flexibility during menstrual period.

Advertisement Link: - http://www.youtube.com/watch?v=EGZQFhG2yXo

Branding Strategy:-

Recently, Stayfree has already been released its new campaign “Muje Pankh Dedo (Give me a wing), that campaign is supporting to “UNICEF INDIA” whereas a 2 week ago ‘Sofy’ brand has also released new campaign “Be Confident, Switch to Sofy Side wall’ which is being endorsing by Bollywood star Ms. Anushka Sharma.

Previously, ‘Sofy’ brand was endorsing by Bollywood Star Ms. Prachi Desai but unfortunately, it was not getting that much success. But, now ‘Sofy’ brand has sign to Ms. Anushka Sharma as brand ambassador because brand is believe that she is energetic girl who can enable to give confident as well as Anushka Sharma has already given hit movies where she has been played key role.

Anushka Sharma  can be become  perfect for ‘Sofy’ brand and today she is already being endorsing brands like Nevia cream, TVS Scooty  Pep, Reliance net connect etc. and now ‘Sofy’ brand.   Overall, all brands are targeting to young consumers.

Yet, ‘Sofy’ brand is not much aware in India & also not available everywhere in India. Though, new campaign may enhance brand awareness, it would be work in order to cover the market & build up confident image.

‘Sofy’ brand is conveying message in TVC that it gives protection due to flexibility where you can enjoy everything with full of freedom & confident. At the end of TVC, it has shown by writing “Switch To” Sofy Side wall which is really used great strategy & conveying message against competitors (Whisper & Stayfree) that switch to ‘Sofy’ brand.

Ultimately, on this time ‘Sofy’ is conveying “Simply Message, but very confidently” for all young girl. 

The Great Indian Kitchen Festival by Big Bazaar

“The Great Indian Kitchen Festival” is now back again by giant hyper market brand “Big Bazaar” (Future Group). This Kitchen festival is already commenced from 9^th July, 2012 and will finish on 31^st July, 2012. It is covering totally range of Kitchenware, also guide about kitchen makeover tips.

There is an organized contest where customers will have to submit their kitchen photo & fill up participation form, and chance to win of “Best Kitchen Prize, Creative Kitchen Prize and modest kitchen prize. For more details, you can visit your nearest Big Bazaar Store.

Festival Period: - 9^th July, 2012 to 31^st July, 2012.

 It is really nice concept and innovative promotional strategy is being used by Big Bazaar, kitchen is most favorite place for women or it can also be says that kitchen is most closet friend for women where they are caring much, organized well, they always tries to makeover more convenient.

Recently, a week ago television commercial campaign has been released, where it shown all range of quality kitchenware with family. Big Bazaar is the only hypermarket brand which is always coming with innovative strategy with the consideration of consumers benefit. It also gives customers intrinsic value, increase brand equity & customer satisfaction.

Advertisement Link of “The Great Indian Kitchen Festival” :-

http://www.youtube.com/watch?v=ncdnv_kkitw

Big bazaar may be coming with another various offer on the festival of Independence Day, Janmashtami (Born of Lord Krishna), as well its regular campaign is going on every week of Wednesday which is known as “Wednesday Bazaar “. 

Overall, it can say that among the other competitors brand, Big bazaar one of the utmost active brand (Hypermarket category in India) which is focus on consumer behavior, understand their needs & demand.

Wait n Watch for next Innovative promotional offer in upcoming festive season…

Women for change - Stayfree & UNICEF

Superb! A very strong challenge is being given by Stay free (Brand of J & J) in sanitary napkin segment. A well – known only two leading brands & executing various strategy with innovative concept at regular interval i.e. only Whisper & Stay free. Both of brands are dominating in sanitary napkin segment, as well both are giving challenge to each other in order to stay as leader brand in India.

Overall Whisper & Stay free brands have already been taken good position in market & also movement of both brands are well where once any women / girls have buy, then very difficult to churn from one brand to other brand. Because, once women / girl are getting convenient during their menstrual period, then very less chance to move towards other brands.

Whisper has got positive feedback from its new campaign which was executing before 3-4 months ago. It has run very successful with strong punch line “Whisper Hai Toh Possible Hai” which is being endorsed by Indian Tennis Star Ms. Saina Nehwal . Whereas same time, Stay free has also been released new campaign “Woman for change (Ab waqt hai soch badalne ka)” by sponsored with new series (Diya Aur Bati Hum) on Star plus channel.

Market Players: - Whisper, Stay free, Sofy side wall (Segment Sanitary Nepkin)

Brand Endorsers: - Indian Tenis Star Ms. Saina Nehwal is endorsing Whisper brand.

Bollywood Star Ms. Prachi Desai is endorsing Sofy Side wall brand. And, Sharmila Tagore, Sakshi Tanwar and Sneha are endorsing Stay free brand.

But, now again Stay free has come up with innovative concept & effective as well as healthy campaign that really giving challenge to competitors. Stay free brand has introduced C.S.R. concept with the integration & support to UNICEF India (United Nations International Child’s Education Fund) by moving towards rural area & tap to rural market.

This is really good strategy which is executed by Stay free and the campaign (Women for Change) will be working itself, it will generate good opportunity to tap rural area, build up brand image, market coverage etc.  This new campaign is being endorsed by three Indian celebrity Sharmila Tagore, Sakshi Tanwar and Sneha  & all of them are playing different role for different women segment .

Advertisement Link:- 

http://www.youtube.com/watch?v=gatKwp4kplU

http://www.youtube.com/watch?v=4Pe-nBm0vpA

Campaign Brief: - Normally, rural girls are facing much difficulty in their menstrual period during studying age, and unable to come out from home despite of they want to fly freely. The jingle is conveying message “Want to fly freely, give me wings”, and if you will see the ad thoroughly, it has shown girl’s life in rural area from childhood to teenage. The campaign is also conveying message that they can able to do anything, it build up confidence.

At the end of campaign that celebrity conveying message “Women for change” where every women can able to get right to live healthy & happy life.

Ultimately, this campaign is trying to build up confidence of all rural women / girl who are facing various kinds of inconveniency during their menstrual period. For, that Stay free is now supporting to UNICEF where it can be reach to rural market & also build up brand image as good C.S.R activity.

“Women for change”, it is good chance to make revolution for “Stay free”…

Now, waiting for Whisper campaign… What Whisper will bring new?