RSH Group to spend Rs 10 crore on Joy Skincare relaunch campaign in Bengal

Poulomi Roy, CMO, RSH Global, talks to exchange4media on leveraging an innovative ‘talking newspaper campaign’ and the marketing strategy behind the investments

e4m by Misbaah Mansuri
Updated: Mar 26, 2020 8:44 AM
Poulomi Roy

With a line-up of personal care brands like JOY, X-Men and Karis, Kolkata-based company-RSH Global is looking at relaunching Joy skincare in West Bengal. The brand had earlier opened up on its plans to pump in over Rs 250 crore on marketing for JOY Personal Care in 2020.

The brand now plans to push Rs 10 crore on the master-campaign in West Bengal region alone, Poulomi Roy, CMO, RSH Global told exchange4media. Roy also spoke about what prompted the decision for the relaunch, leveraging an innovative ‘talking newspaper campaign’ and the marketing strategy behind the huge marketing investments.

Using a voice-recorded device pasted on the dailies, the company sprang a surprise to its readers. “We have started it all with an integrated campaign including communication via OOH, talking newspaper ads and the on-ground activation revolving around the mother brand philosophy – ‘Beautiful by nature’. The talking newspaper ad carried a poem that celebrated the beauty of every woman. Lastly, the activation reached out to about 1 lakh woman with roses and conveyed the message – ‘You are Beautiful’, Roy revealed.

The ongoing campaign has been divided into two phases. According to Roy, while the objective of the first phase was to build awareness by using a unique communication method with an innovative and emotional engagement with the consumers, the second phase will work towards building consideration for the company’s products by being on the top-of-mind of consumers.

She indicated that while the brand operates in a Rs 6,000 crore skincare category, West Bengal accounts for around Rs 600 crore and this makes it imperative for the brand to ramp up its marketing muscle to lure consumers from the region. “The idea is to draw attention of the customers from West Bengal towards the brand. It is a year-long campaign that is designed to relaunch JOY personal care in Bengal,” Roy stated. Additionally, the company also plans to expand its personal care range portfolio in the mass and mid-premium segment.

Asked about the category’s challenges, she asserted, “A major challenge in all our categories is competing with multinational brands which have deep pockets. Moreover, we need to constantly cope up with the evolving demands of our consumer base.”

The aim is to double the company’s turnover to Rs 1,000 crore, says Roy, and the objective will be achieved by driving a rational communication at high frequency on television channels and various activations to drive on-ground engagement. She shared that Rs 5 crore has been spent on the first phase of the campaign itself. “The overall marketing spend in Bengal for this campaign will be approximately Rs 10 crore,” Roy revealed.

She further stated that the brand’s overall strategy for Bengal will be to build awareness, strengthen the retail footprint and secure top position in the consumers mind. The marketing mix will incorporate retail display, TV ads, on-ground activations and cinema advertising. “We never take a blanket approach for pan-India. Instead, we focus on the need of a marketing support at the state level,” said Roy.

“Going forward, North India has been our strong market and we will focus to hold our fort there. Moreover, we will also develop our West and East India business to a better performing region for us,” she further revealed. Additionally, the year-long campaign will further include TV commercials and association with iconic properties, Roy concluded.

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