Even as Yahoo! India celebrates its fifth anniversary, it has launched a new campaign for its Mail service. The 10-week-long campaign has been launched with the July issue of magazines such as Business Today, Business World, India Today, Savvy, Femina, Swagat, the in-flight magazine of Indian Airlines, and Jetwings, the in-flight magazine of Jet Airways. The campaign also includes some airport activity at key terminals like Mumbai, Delhi and Bangalore.
It is very rare that portals go in for such extensive campaign. The Yahoo! India Mail campaign is also being launched online besides outdoor. However, no TVC is being planned.
Explaining the rationale, Neville Taraporewalla, Country General Manager, Yahoo! India, explained, “Yahoo! Mail is a key communications product of Yahoo! and a global leader in itself. It is also the number one mail provider around the globe. In India, Yahoo! India Mail is the market leader in the e-mail category, and all research reports released lately in India point towards increased usage of e-mail.”
Taraporewalla added that the campaign highlights some of “our new product features and the objective is to reinforce our product, create awareness amongst new users and of course highlight the enhanced services of the Yahoo! India Mail product.”
The target audience for the campaign clearly is the premium value customer. Created by a young creative agency called Digital Driftwood, the creative has tried to capture people from different walks of life, be it a corporate executive, a young girl juggling her boyfriends and unwanted mails, an aspiring kid and a father. By depicting the various people, the ad aims to bring out the human element and why they use Yahoo! India Mail and the difference it has made to their daily lives.
Malaika Arora has been roped into for the campaign and now greets all those who log in to Yahoo! Mail. “We were looking for a vibrant, fashionable, easily recognizable youth icon, someone the youth of the country could easily connect with. In the advertisement, her one expression has been able to convey the key product feature and its utility to a celebrity like her. This is the first time that a leading Internet company in India has actually used a Bollywood personality for its campaign,” Taraporewalla said.
On the budget, Taraporewalla said, “I think it would be inappropriate for me to divulge such numbers but as you will see it will be a pretty visible campaign within the audience it intends to target.”