Denstu Marcom India has been assigned the advertising mandate for Rosebys Home Care Pvt Ltd’s home care services venture HomeGenie. The account has been pegged in the region of Rs 10 crore. Rosebys Home Care is a joint venture between Rosebys Interiors India Ltd and Caretel Infotech Ltd.
On handing the business to Dentsu Marcom, Alok Banerjee, CEO, Rosebys Interiors India Ltd, said, “We didn’t want to compromise on the quality of advertising. Thus, we chose Dentsu for the creative duties of our new brand HomeGenie.”
Along with mainline advertising, Dentsu Marcom will also handle the creatives for their official website, all print advertising, outdoor designs, staff uniform, caps, car stickers, membership forms, welcome kits, B2B brochures, B2C brochures, IVR caller tones, and so on.
Speaking on the account win, Rajesh Aggarwal, President, Dentsu India, said, “We were chosen given our correct strategic direction, which taps into a latent consumer need in metro households and strong insight driven creatives, which successfully brought a new innovative services concept to life and helped in the creation of a brand in this category.”
When asked about the brief from the new home care brand, Aggarwal informed, “The brief was to establish HomeGenie as a one-stop service for all home-related needs such as maintenance of appliances, manpower provision (like drivers, gardeners), domestic services (like minor electric work, plumbing, etc.) and personal care services (like gift buying and delivery, flower delivery, etc.).”
Elaborating on the campaign design, Aggarwal said, “The campaign seeks to not only establish HomeGenie as a service brand, but also take it to the next level in consumer consciousness by establishing it as a true friend in need. A multimedia campaign will be used to showcase the various services and bring it alive through the propagation of a single call number, which will be highlighted across all communication.”
As the brand offers a first-of-its-kind service, the communication will play a vital role in approaching its target audience. He further elaborated, “Since the home care service, HomeGenie, is being launched in a phased manner area-wise, for example, to begin, with it has been launched in Noida, localised media is most appropriate like advertising in Noida editions of dailies, radio, ambient media, along with outdoor advertising, on ground customer activation programmes at malls, RWAs, etc.”
Since HomeGenie has currently launched its centre in Noida (Delhi NCR), the print advertisements have already been released in city editions of leading publications and several outdoor sites in Noida have also been taken up by the agency to spread awareness.
Rosebys Home Care Pvt Ltd had called for a pitch for this particular venture in February this year. It has Percept IBD and Saatchi & Saatchi as the incumbent agencies, out of which the latter chose to keep away from the HomeGenie pitch, according to senior sources in the industry.
Open for public access from June 26 onwards, HomeGenie will have a 24x7 customer care national helpline (60006100) and aims to reach 2.5-4 lakh household by 2011. There are two membership packages that will be offered, valued at Rs 4,999 and Rs 7,999, and facilities will differ in the two accordingly.
As the brand plans to have pan India coverage in the next 12 months, in its initial stage, it is geared to lure the customers early by making available ‘good quality or money back’ option to those who subscribe before August 31.
Bullish on India, HomeGenie set to spend Rs 70 cr on marketing