Brands tap on Delhi pollution with social media creatives

Brands throng social media to spread awareness about the pollution situation in the capital, promote products and boost sales volumes. Air purifier sales spiked up by 25-30%, post-Diwali

e4m by Shreshtha Verma
Updated: Nov 7, 2019 9:59 AM

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Air purifier sales Delhi pollution

The Northern part of India, especially Delhi NCR is engulfed in air pollution. This is transforming the region to become the most dangerous city to live in. While the government has declared health emergency in Delhi-NCR, the corporates are making most of this smog. Brands are cashing on the moment marketing opportunity to promote their products and boost sales by campaigning extensively on social media platforms.  While air purifier brands like Honeywell, Kent, MI, Philips are going all out with TVC campaigns, others like Manforce Condoms, Pee Safe, Dealcometrue, Policy Bazaar, Forbes India, The Tour Planners etc are flooding social media with powerful creatives, to grab maximum eyeballs, maximise reach and build social connect with audiences.

The extreme weather conditions of Delhi-NCR has forced consumers to scurry for air purifiers and face masks. Reportedly, air purifier sales have escalated by 25-30%, post-Diwali. Industry sources told exchange4media that a majority of air-purifiers and masks are being sold through e-commerce platforms such as Amazon and Flipkart.

Talking to exchange4media, an Amazon data revealed that from October 31 to November 3, Amazon has seen a spike in sales of air purifiers by 3X times as compared to last year.  The company has also seen an increase of 15-20X times, when compared to BAU (Business As Usual) with a record high sales ever in the last 3 years on a single day.

According to reports, air purifiers are among the fastest-growing products in the home appliances space. Rajiv Kenue, Senior Vice President at Havells India Ltd said, "The air purifier industry is touching 200 crores annually, which means two hundred thousand units of air purifiers are being sold per year."

The air purifier sales have jumped by up to 25 to 30% post-Diwali, Kenue further revealed. "However, despite this significant growth, we are not happy with the current opportunity for marketing because in one way it is harmful to the society," he added.

Talking about their marketing strategy Kenue told exchange4media that Havells is using 360-degree marketing approach. They're using digital as well as social media, which helps them to reach a larger audience. To market themselves in Delhi-NCR, the most affected area, Havells heavily relies on print media as well as radio.

Kenue shared that in Tier-II cities they market their products through OOH too. While these days, Delhi-NCR has emerged as the biggest market for the air-purifier industry, Tier II cities like Dehradun, Raipur etc are the biggest market for air purifiers throughout the year.

A recent survey, done by online platform “LocalCircles,” reveals that 31% of participants would want to stay in Delhi NCR and would equip themselves with air purifiers and masks. This opens up a huge market for air purifier and face mask manufacturers.

On the contrary, over 40% of residents said they would like to leave Delhi NCR and 13% residents believe that they have no option but to cope with the rising pollution levels.

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