Business Building Advertising/Communication needs to-
a. Address BARRIERS TO TRIAL among ‘Non Users’ of your Brand(AWARE NON TRIALISTS)
b. Engage, Recruit Non Users and Build Penetration.

Generic Barriers to Trial among Non-users of your Brand are anchored in:
1 -Inertia/Habit BARRIER.

2- High Satisfaction levels with her existing brand(Among Loyalists)- Satisfaction BARRIER.

Actionable- Can be addressed through Narratives that ride on a FUNCTIONAL PRODUCT ADVANTAGE- Pepsodent 12 Hour Protection vs Colgate etc.

3- Low quality of Awareness(I don’t know much about the Brand beyond its Brand Name- Benefits, Ingredients, Manufacturing process, Uniqueness etc)- Awareness BARRIER.

Actionable- Can be addressed through ‘HARD WORKING’ Advertising that dramatises a Product story/Advantage in an emotionally compelling way. Fuse product, human and cultural truths etc.

4- Lack of LOCAL/CULTURAL connect- BARRIER.
We unearthed a sizeable 11% Incidence of the above Barrier- In an Impulse driven category like Biscuits.

So when you have Sourav Ganguly Sir, with strong connect in a specific geography- West Bengal, we needed to address this Barrier in an adjacent geography- North East where his connect is relatively weaker.

INFLUENCERS ON INSTA in West Bengal & North East with a sizeable follower base among a mass audience like ‘Housewives’ were employed. Their CONTENT/NARRATIVE were linked to the TVC so that we had:
– A CONSISTENT MESSAGE across the Mix- both TELEVISION and DIGITAL.
– The quirkiness that the Digital medium allows and demands- could be injected through Influencers to drive Engagement.
– Regional Influencers bought in Local/cultural CONNECT and increased AFFINITY.

The NARRATIVE of a person with an obsession for Gold not having to go far as he could find it in a pack of BISK FARM RICH MARIE biscuits(A Gold coin consumer promo) ENGAGED, ENTERTAINED and DROVE TRIALS.

To see the Television ad and the integrated Influencer videos, click here(Excuse the absence of sub titles- These are simple Visual stories and a Visually driven Ad should anyways work with the Audio on mute too)
– TVC