Our grocery campaign acted as a tool for women empowerment: Pratap TP, Woohoo
Qwikcilver’s Co-founder and CMO says their campaign for Onam addresses the gifting needs of the resident and non-resident Keralites
Woohoo, a digital gifting platform offering over 25 categories of gift cards including groceries, recently came up with an innovative campaign named ‘Ghar maange more’. For the campaign, Woohoo partnered with brands such as Big Basket and Big Bazaar in the grocery segment.
The campaign encouraged participation of men in grocery shopping, a task usually done by women in most houses. It gave men a window to gift grocery shopping vouchers to women, thereby participating acknowledging and reciprocating their efforts. For the women, it acted as a "tool of empowerment" that ensured that men willingly participated in grocery shopping.
In an interaction with exchange4media, Pratap TP, Co-founder and CMO, Qwikcilver (the company that owns Woohoo), talks about the campaign and the thought behind it. He also speaks about Woohoo’s Onam campaign that would address both resident and non-resident Keralites.
Tell us how your ‘Ghar maange more’ campaign helped promote women empowerment?
The ‘Ghar maange more’ was a theme created on the insights gleaned from the gifting consumption pattern on Woohoo that ‘home is where the heart is’ and grocery is the most frequent consumption category.
The campaign was ideated to blend these two insights towards striking an emotional connect in the grocery shopping behaviour. This is all the more important during the first week of the month, when families go for grocery shopping. The campaign sought to focus on the joy of gifting for monthly grocery shopping.
The campaign focused on empowering the woman through multiple layers.
Consumer insights highlight that grocery shopping is largely handled by the women at home. The men mostly only support the women wherever possible. The campaign showcased this critical role played by the woman of the house. It gave men a window to gift women, and participate, acknowledge and reciprocate their efforts while bringing some vibrancy and a level of joie-de-vivre to the monthly activity at home.
At another level, in households where men buy groceries, the Woohoo campaign enabled the women to acknowledge this role by giving men gift cards that would resonate with him.
Thereby, the grocery shopping was extended to become a collaborative activity with more members of the family involved and acknowledging the role played by each other.
Onam has begun and soon it will be followed by festival season in India. What are Qwikcilver’s plans for the season?
Onam is the most important shopping and gifting season in Kerala. Our campaign for Onam will be showcased to the targeted audiences during the last two weeks of August, with a grand culmination on Thiruvonam.
The campaign would address the residents in Kerala and non-resident Keralites who wish to gift to their family. The Onam consumption and gifting experience would also be aided for group-level participation with the Woohoo Group Gifting feature that would make gifting instant and seamless in a real-time manner.
The Onam campaign by Woohoo would enable users to send their Onashamsakal greetings to the primary markets of Kochi, Thiruvananthapuram, Kozhikode, Kottayam, Kannur, Kollam, Kalpetta. It will extend to top 50 brands that have their presence through the top 350 exclusive brand stores.
In an interview with exchange4media in 2017, you had said that you want the gift card penetration to grow by 5X in India. How much of that target has been achieved by far?
Well on course! Over the last 12 months, over 100 million consumers across India have adopted the gift card category across 150 brands in 800 towns and cities.
What are your key focus areas for 2018?
The focus is on scaling consumer adoption further - with timely marketing and product innovations, backed by technology and insights that will strike a chord with the consumer.
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