Local search engine Just Dial is bullish on growth and has earmarked a marketing budget of about Rs 15-20 crore for the current year. The company has also rolled out a four-ad campaign featuring brand ambassador Amitabh Bachchan. Lowe Lintas is the creative agency on record. Media planning and buying is being handled by the company in-house.
Commenting on the idea behind the ads, CS Subramanian, Manager, Advertising, Just Dial, said, “In the initial phase, since Just Dial could not spend much on advertising, hence we only focussed on getting our product right with accurate data, cost efficient strategies and just built the wow experience through demonstrations to users and businesses. With time, we have grown and we now want more and more people to use our service, be aware that we are not just a place to find the number of a company, but find anything from a pin to a plane. We want to touch the masses so that each and every individual in India uses our service and benefits from it.”
While all the four ads carry the message: ‘Kuch Bhi Kabhi Bhi Kahin Bhi aur voh bhi Free’ towards the end, each of them focuses on various aspects of Just Dial, like its presence across 250 locations in India, its huge listing of contacts. The ads, which are currently hosted on the web platform, will be aired on television shortly.
Commenting on taking the digital medium before mass media, Subramanian explained, “We have taken a slightly different approach here. We first went and launched our commercials online. Since a lot of content is being consumed online these days, it has given us a good build-up to the campaign. We will shortly break into mainstream media, with an initial focus on television.”
The ads on the website are also accompanied by a ‘making of the ad’ video in which Bachchan is seen promoting the brand and his faith in the product.
On choosing Bachchan as the brand ambassador, Subramanian said, “From day one when we met Bachchan, we realised that he was convinced with the strength of our service. For any brand, the major task is done if the conviction of the brand ambassador is there.”