Starcom MediaVest Group’s first ever sector vertical consulting unit for lifestyle marketing and communications, unusually named ‘C’, has bagged the business of HSBC Premier. HSBC Premier offers customised banking and financial solutions.
Anjana Sharma, Managing Consultant, C, said, “We are looking at our products more from a lifestyle point of view. We have bagged HSBC Premier business recently. It’s a 360-degree account except for mass media. We are going to approach the loyalty and acquisition of HSBC Premier. We are doing trend spotting and loyalty events for them. We are targeting the current HSBC Premier clients and how they can increase the client base. For Diwali, instead of the usual free gifts, we are customising holiday solutions for HSBC Premier’s customers.”
Sharma further said, “We are doing media buying for Tag, Dior and Cartier watches. We recently conducted a study titled Top DrawerSM. It was a research conducted amongst 43 C-Suite customers in Mumbai and Delhi, with the objective of segmentation analysis, understanding purchase and recommendation behaviour, media consumption behaviour and opportunity exploration. We have completed Phase I of the study, in which we interviewed mix of 43 industrialist and filmstars. We are targeting the Phase II research study in Tier 2 towns.”
Regarding future plans, Sharma said, “We are looking at acquiring C cell in Delhi for which we would undertake the hiring process soon. We are focussing on high targets for our C unit.”