Maruti has partnered with mobile marketing and technology solutions company ActiveMedia Technology to drive its wireless campaigns. The auto major has integrated ActiveMedia’s short code platform 3636 with its mainline media to promote its exchange scheme and drive lead generation for its Omni brand.
Saurabh Srivastava, Assistant Media Manager, Maruti Udyog Ltd, said, “Maruti as a brand has always been a first mover in terms of appreciating the need and value of emerging media. Amongst OEMs, we were the first in the Indian market to understand and implement effective Internet planning for Zen and Alto. Similarly, with the ever-growing Indian mobile-owning population (close to 100 million now), it becomes imperative to look at the positives of this medium and explore opportunities that exist/can be executed on this medium.”
“ActiveMedia Technology has been at the forefront of the wireless revolution in India and has always strived to provide cutting edge mobile solutions to brands and services to enable them to deliver superior value more effectively through this platform. We are excited about helping Maruti start to capitalise on this medium,” said Raj Singh, Executive Director, ActiveMedia Technology.
ActiveMedia’s MIS tool enabled Maruti to collate real time pan-India locational responses of the campaign and get back to their consumers in double quick time.
Said Srivastava, “It was a discernable success in terms of responses that we got. We received nearly 5,000 responses, which were segregated into hot and cold leads, and these were then forwarded to respective dealers to act on. The big positive was the cut down on the lead time of responses.”
Maruti looks to using the wireless medium more as a tactical tool rather then a long-term strategic tool. Wireless would remain an integral part of the auto major’s marketing mix and the scale of their activities on this platform would depend on scale of growth of the medium.
According to Srivastava, “Wireless in India definitely has a huge potential. However, technology constraints and effective carriers continue to be a handicap. Till that time, we would largely depend on this for tactical activities, and as and when the platform and the users evolve, more refined models would come into action. We see a definite merit in this medium because we are a mass brand. For us this medium will clearly act as a differentiator as of now because of two reasons – ability to customise content based on geographies and usage and low levels of category clutter.”
On the other hand, ActiveMedia’s critical focus as an enabler is to bring to the Indian market, its international expertise, to create opportunities for leading brands like Maruti scale up their activities on the wireless platform and evolve it as an effective communication touchpoint.
Over the last three years of its presence in India, ActiveMedia has executed pioneering mobile campaigns for various media and consumer brands like AajTak, Pepsi, and Wockhardt to name a few, besides been the technology mobile partner for clients like MTV and Mid Day.