HIL Charminar Mobile Marketing Campaign

HIL CHARMINAR MOBILE MARKETING CAMPAIGN

Brief

HIL Limited, founded in 1946, is the flagship firm of the CK Birla Group. It is the world’s leading manufacturer and supplier of fiber cement roofing and provides a full range of construction services. It has risen to the top of the market by creating and promoting items that are both sustainable and relevant, as well as futuristic, high-quality, and innovative.

The HIL product catalog’s major brand is Charminar. Its extensive range of innovative and environmentally responsible products dominates the roofing business. Asbestos Cement Sheets, color-coated sheets, and eco-friendly non-asbestos sheets are among the products available under this name.

Target Audience

B2C Buyers like Farmer, Small scale shop owners in rural areas
B2B Buyers owning agro-based industries or working in animal husbandry like Poultry Farms,
Grain godowns, Storage of Farm Equipment, Schools, and Parking Sheds in Buildings, Bus Shelters, Cattle Sheds, Warehouses, Shops, Chemical & Textile Factories, etc.
Influencers such as Farmers, Masons, Carpenters, Fabricators, Roofers, Contractors, Retailers, Civil
Engineers who influence/play a significant role in the purchase-related decisions of buyers/customers.

Challenges

Insufficient Brand Awareness – customer inertia
Inability to inform the regional target audience about the unique technology in a clear and understandable manner
Faced challenges in developing significant influencer reachability, B2B, and B2C connections.

Target Area

Rural markets of UP, Bihar, and Maharashtra

Marketing Objectives

To reach the mass and generate leads
Increase in Brand Awareness on selected geography
Increase in B2B Connection, B2C Connection

Approach

Ascent used mobile marketing techniques by Targeting audiences in specific regions through Vernacular Voice OBD ( Hindi, Marathi, and Telugu) and SMS.

We have also been engaging with OBDS, where the responses to our pre-recorded messages have been very excellent so far

We interacted with our rural target groups by sending SMS to increase awareness and reach to the influencers to guide the consumers to go through the specifics of the product.