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Home » Uncategorized » How Chumbak increased brand awareness with a successful
Radio and Cinema campaign


HOW CHUMBAK INCREASED BRAND AWARENESS WITH A SUCCESSFUL RADIO AND CINEMA
CAMPAIGN

Posted on July 15, 2022July 18, 2022Author Vaishali Tripathi 0


ABOUT CHUMBAK

Chumbak is a Bangalore-based lifestyle brand that creates vibrant and lively
products inspired by culture and art forms from around the world with a modern
and quirky twist. They offer products in categories across home décor, fashion,
accessories, and personal care, all designed to brighten up their customers’
living space, office, and wardrobe. 

Their designs blend culture with a fun, colorful, and modern aesthetic that is
joyful and uplifting. They have forty-four physical stores across the country in
addition to a very strong online presence on platforms like Flipkart and Amazon,
including a brand store on Amazon.


OBJECTIVE OF THE CAMPAIGN

The brand’s objective was to increase their store footfall by promoting a 50%
Sale of their products (in specific cities). 


TARGET AUDIENCE

Chumbak, as a brand, has positioned itself in the market as ‘modern, fun, quirky
and energetic’. Their target audience, therefore, would fall under the category
of young, modern, majorly English speaking individuals. Hence, the target
audience of this campaign would also remain the same.


GEOGRAPHY

Radio– The radio campaign was run in Bangalore, India.

Cinema– The cinema campaign was run in the cities of Lucknow, Mumbai, Pune,
Dehradun and Bhubaneswar.


APPROACH

The right approach for any campaign can be adopted by analyzing details like:

 * The objective of the campaign
 * The target audience of the brand
 * The geography

Analyzing the above information will help us clearly underline the requirements
of the brand and their need behind running the campaign, which will then propel
us towards the direction of adopting the most suitable approach. 

Objective: The objective was to promote Chumbak’s 50% off sale in order to
increase the store footfall. A brand awareness campaign would hence, serve this
particular purpose as it would bring more people to the store.

Geography: The cities selected for running the campaign were Bangalore, Lucknow,
Mumbai, Pune, Dehradun and Bhubaneswar. These are all tier 1 and 2 cities where
most people work in high earning jobs and hence enjoy a considerably more
disposable income than those living in tier 3 cities.

Target Audience: Young, modern, english speaking individuals who like
aesthetically pleasing products.


SOLUTION

Keeping in mind the approach, the advertising medium selected were radio and
Cinema advertising. Read below to know why we considered these mediums to be the
perfect fit for Chumbak’s brand awareness campaign. 

Radio Campaign

Working professionals generally listen to the radio while commuting to and back
from work. That is the reason why the ads were run from 9am to 11am and 6pm to
9pm. At this time, people would pay better attention to the ad which will
thereby increase brand retention in their mind.

Ten seconds long ads were broadcasted on Fever FM, Radio One FM, Indigo FM, and
Red FM on Fridays and Saturdays on prime-time for five weeks with a view to gain
footfall in the stores over the weekends. The selection of these particular
stations was due to the simple fact that the majority of the listeners of these
stations fall under the category of ‘young, urban, working professionals,’ which
is similar to the brand’s target audience. 

The campaign was run on two major English, and two major Hindi radio stations of
Bangalore to target the cosmopolitan public of the metro city. The reason behind
picking English speaking and channels instead of the regional language (Kannada)
was because the brand Chumbak has positioned itself as a national brand with a
target audience that is also majorly english speaking.

The days chosen for broadcasting the ads were Friday and Saturday because a
sales promotion ad would attract the attention of working professionals more on
a weekend as compared to weekdays, thereby considerably raising their chances of
actually visiting the stores. This is because instead of going to work the next
day, people would be free and might end up going to the sale. 

Also, broadcasting the ads throughout the week would be a waste of resources as
the target audience was working professionals who would be more likely to visit
the stores on weekends. Hence, the campaign was customized to be cost effective
and was expected to generate at least a satisfactory return on investment. 

Cinema Campaign

The decision to pick cinema advertising was done in order to better target the
brand’s audience, which was young and modern people with disposable income.
These people constitute the majority of the moviegoer audience. 

Keeping the primary objective of branding in view, the advertisements were run
for a whole week on a total of 58 screens in seven multiplexes in the above
mentioned cities. The screens included PVRs, INOX and Cinepolis.

The movie selected for placing the advertisements was the expected-to-be
blockbuster RRR, which, fortunately, turned out to be a major hit. In addition
to the interval time, the ads were also shown before the movie started, on the
strategic assumption that the audience’s attention tends to be most focused in
the beginning of the movie.

The advertising was supposed to be targeted at an audience who could be the
potential customers of a considerably high-end brand. 

This requirement drove the selection of the media like PVR’s, INOX and Cinepolis
in tier 1 cities of Mumbai and Pune. The selection of the movie was also
strictly in line with the target audience. With the tickets of  the movie priced
at an average of  500 INR, RRR was the ideal movie to target a budget-specific
audience.


RESULTS

Since the objective was brand awareness and increasing footfall in the stores,
the campaign resulted in providing the Chumbak the required exposure and number
of sales.

The brand’s radio ad ran on Fridays and Saturdays to get footfall during the
weekends, as the target audience were mostly working professionals. The  cinema
ads helped in spreading awareness regarding the brand and their 50% off sale.
Hence, the campaign successfully achieved its required objective.

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