Sunsilk Gang of Girls (GOG) initiative has won several awards and recognitions for its idea as well as execution. One of the recognitions has gone to a small online agency called bcwebwise. Chaya Brian Carvalho, CEO and MD, bcwebwise, notes that this association with Levers for Sunsilk GOG has played a part in helping the agency reach where it is today.
Based on the knowledge of the B2B model from the GOG experience, the agency has moved forward from an ad revenue based business with their community portal Tips4me.com, to start offering web communication solutions.
While agreeing that the digital marketing industry in the country was small compared to the traditional media as the number of users available online was much smaller than those available offline, Carvalho stressed that the way in which web could deliver for a brand was at a different level altogether. “This aspect of the Internet is being increasingly recognised by many companies. Every year, the number of companies who want to use the medium is increasing, quantitatively as well as on the basis of deliverables from it,” she explained.
Elaborating more on the work put in behind the Sunsilk GOG project, Carvalho observed that the portal was conceptualised designed and developed by them in around six months. It was beta tested over 3 months with around 10000 girls who frequently visited the earlier brand site www.sunsilkindia.com before it was launched in June last year. “The portal delivers for the brand in many ways, including brand building, consumer research, and its own opt-in database,” she added when questioned on the deliverables from the same for the brand.
“Using this medium, a brand can start developing a one-on-one relationship with the consumer instantly. But it is not necessary that an Orkut kind of networking community needs to work for everyone,” noted Carvalho.
Speaking about the hindrances facing the medium that restricted the entry of some advertisers, she explained, “It’s a slightly challenging medium to grapple with. You don’t know what all you can do using this medium and I think that is one of the biggest hindrance. Second is, ‘Do I still need the medium?’ as there is no clarity on how many users will really use the medium to access information about us.”
Carvalho felt that by 2010, there would be a real shift of advertisers on to the medium. “The shift may be not just due to the penetration, but also because the power of the medium will be more visible. The number of people who are accessing information about your brand through blogs and other methods will surely be able to see concrete results by the year 2010,” she maintained.
“Hence, by 2011 or 2012, as a brand manager you will start seeing patterns in the marketing reports that will be influenced by your presence or non-presence in the online medium,” added Carvalho.
Currently working with a cache of clients that includes some international as well as domestic majors in various industries, the agency has also ventured into mobile application design and development.
The agency is currently working with a cache of clients that includes some international as well as domestic majors in various industries.