Top Story

e4m_logo.png

Home >> Digital >> Article

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

06-July-2005
Font Size   16
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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube