Innocean Worldwide India has recently won two significant new businesses – Beam, a mobile payment system from Suvidha Starnet Pvt Ltd, and new product portfolio brands of Fena Pvt Ltd. The cumulative annual ad spend of both these accounts is pegged at Rs 15 crore. The news wins give Innocean a footing in FMCG and mobile-enabled financial services.
Beam has been launched in August 2009 in a phased manner across markets. It is a micro payment service that allows its subscribers to make a variety of transactions by simply using mobile or landline phones from anywhere, anytime, and to anyone without the need of having a bank account or credit/ debit card. These are disposable stored-value prepaid cards commonly available for purchase in a range of denominations (Rs 100 to Rs 1,000) from neighborhood retailers and franchisees. After registration via SMS or IVR, subscribers (bank account not required) can load their Beam subscriber account with the prepaid card amount to avail a variety of services.
In Phase I of the launch campaign, the communication strategy is focused at low hanging fruits in terms of business verticals and target audience. Elaborating on the proposed strategy, Vivek Srivastava, Joint MD, Innocean, said, “Beam is a long-haul business catalyst kind of an idea. The potential is huge and we see a strong role for targeted communication initiatives from time to time to enable consumers to sample the service and settle into a long-term usage horizon.”
Speaking more on the campaign plans, Saurabh Dasgupta, Executive Creative Director, Innocean, said, “The opening phase of the communication targets the urban youth and Yuppies, who are users of new technology-driven services and are wedded to a code of life revolving around the mobile phone. The flavour is youthful with a tinge of humour.”
The launch communication uses BTL for activations and local hype. Radio is being used for adding local flavour and pointed communication messages, while television will be used to provide a holistic communication support perspective. “Our creative idea is built around portraying the attributes of Beam as a harbinger of change that seamlessly fits into the lifestyle of the consumers, hence the slug line: ‘Beam - Ab Badla Zamana’,” Dasgupta added.
In the course of its launch, the brand will also harness digital and mobile platforms, apart from using BTL, innovative POS material, FM radio, TV and newspapers, to reach out to the youth. The business was awarded to Innocean based on a strategy and creative presentation. In 2008, Beam had appointed Dentsu as their agency and carried out test marketing of its service. Though there is no specific form competitor to Beam, there are players like mChek, ITZ Cash, and NGPay operating in the area of M-commerce.
The second new business for Innocean is Fena Pvt Ltd, which was won following a multi-agency pitch. Fena has assigned Innocean its new product portfolio brands that are proposed to be launched as part of the company’s growth and diversification plans. The business till now was being handled by Percept.
Commenting on the Fena account, Vivek Srivastava said, “Fena is an aggressive player in the FMCG space and has managed to carve out its own productive segment in a highly competitive world. We are privileged to be partnering them as their creative agency of choice for such a significant and futuristic part of their business.” There is feverish activity for these new products slated for a launch in the near future. Fena already has a strong presence in the detergent and kitchen cleaner categories.
Amit Gupta, General Manager, Fena Pvt Ltd, said, “We are looking for breakthrough ideas to achieve success in the market place and make our marketing investments work harder. That’s where we expect Innocean’s team to play an integral role for us.”
On a macro level, explaining the organisational approach of Innocean, Srivastava said, “Innocean has made significant investments in resources and manpower to ensure high standards of service and output. Additional teams have been created and equipped. We have made significant progress in our new initiative of digital. All in all, we see a good phase ahead in the two quarters ahead and are ready for more action.”