Nothing better than TV for achieving mass awareness: Atit Mehta

Speaking about the brand's growth story, Atit Mehta, Head Marketing, BYJU'S, said nothing offers more reach and awareness than television

e4m by exchange4media Staff
Updated: Feb 5, 2020 3:39 PM
e4m TV First Atit Mehta BYJUS

At a time when every expert is quick to conclude about the impending end of television, Atit Mehta, Head Marketing, BYJU'S, feels it is television that created awareness about their brand and that it is still the best way to reach the masses.

At the second edition of e4m TV First conference in Mumbai on Friday, Mehta said, “Every marketer has some common points that are mandatorily discussed. Points like how print is dead, how digital is the future, how data is the new oil and most importantly, how no one watches television. The newest addition to these is influencer marketing,” said Mehta.

“We also started with these considerations coming from experts when we launched BYJU'S in 2015 because we didn’t know how to start a brand. But soon we asked ourselves some questions when we couldn’t achieve the desired results with our offering,” Mehta added.

What next? How did they finally take off then?

Mehta narrates the story of building brand BYJU’S. Interestingly his story narrates the tale of how India's third most valued unicorn grew and established itself with the help of TV.

 The team at Byju’s then asked themselves why they were ignoring TV and if TV wasn’t relevant why was it a Rs 35000 crore industry? Also, why were so many investments being pumped into it and why is there BARC and a new measurement system being created?

“We realised we needed to go back to the basics which were creating awareness, generating interest, building desire and finally leading to action - customers buying the product. So we put the message and the consumer before the medium and created our first TVC where people in the country were introduced to the concept of e-learning for the very first time,” Mehta said.

Did it help BYJU'S? “It worked wonders and the brand started growing we followed it up with another TVC and also did a research which showed us television was giving us maximum reach,” he added.

While the growth story continued it wasn’t as robust as the brand wanted it to be. This is when they got Shah Rukh Khan on board and did a campaign with him that was aired on TV and that is when the brand saw unprecedented growth said, Mehta.

BYJU'S also followed up these initiatives with advertising on other media such as OOH and digital and led to the growth of the brand that presently has 42 million downloads, 3 million paid subscribers and created the platform where users spend 71 minutes on an average.

But they did not stop there. “The whole idea is to create more love and let more people knowing about our offering. That is when we got on board to be jersey partners with the Indian cricket team because the reach that cricket delivers especially on TV is unmatched by another content,” Mehta said.

The e4m TV First Conference was supported by Zee TV.

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