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Adrenalin eSystems engages in category building; Increases marketing spend four-fold

06-July-2005
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Adrenalin eSystems engages in category building; Increases marketing spend four-fold

Adrenalin eSystems (a Polaris Company), is looking to set itself apart from competition through its communication. With plans including advertising through vernacular media across the country for its HR solution, Adrenalin has increased it marketing budget four-fold over the previous year.

Speaking to exchange4media, Ananda Roy, Associate Vice President, Adrenalin eSystems, said, “We are happy to make departures from the traditional approach to communicating IT. We realize that with the traditional approach and following the formula, the best we can hope for is parity. We actively seek out opportunities to be different, and somewhere we have been able to create a brand that has a premium value.”

A campaign communicating the company’s business critical HR suite is currently on. While asserting that the campaign was a brand building campaign and not a direct-response campaign, the spokesperson added that the initial response had been positive. He said, “Typically IT marketing is sales driven. Our approach from day one was to put some thought into brand building. The product is good enough to sell itself. We create a dialogue and interest and most importantly, try and build the category. In this campaign, the concept of ‘Business Telepathy’ comes through establishing a connect.”

The creative agency for the company is Euro RSCG. Subramanian Hariharan, General Manager of the Chennai branch, said, “It was a brand building campaign, and was about communicating how HR as a function can be business critical. We wanted to communicate how different departments and levels in an organization can speak the same language, and be aligned to one common goal.”

The company is all set to take the plunge into vernacular advertising targeting the small and mid-size business shortly. The focus markets would include Gujarat, Ludhiana and Amritsar, adds the spokesperson. An ‘innovative use’ of the Television medium is also on the cards in October. And this is driven by a four-fold increase of its marketing budget, recognizing the success of its initiatives in the previous year.

The three-year old company has roped in 108 clients in the last 14 months and is all set to venture into Thailand, Malaysia and the Middle East following its venture into UK recently.

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