Innovations

The most noteworthy goal of IOPL’s branding solutions has always been to create longterm impact for the products and services of their client.
Profit Bank of India, an award-winning BTL campaign for Mahindra’s Supro Maxitruck and Minitruck, is a testimony to our innovative initiatives
Objective of the campaign
Without missing on the campaign objectives, the communication strategies adopted for small town marketing should always touch a chord with the target audience for an emotional connect.
In the case of Profit Bank of India campaign, our experienced professionals had to devise creative concepts to take on brands like Tata Ace and Tata Mega that were already ensconced in its segment.
Indeed a herculean task for rural marketing agencies to position Mahindra’s Supro Maxitruck and Minitruck for a successful Below the Line (BTL) campaign, given its competitive segment but, not for IOPL’s talent and strong work force.
Being industry professionals given to take up innovative initiatives in small town marketing, Insight Outreach Pvt Ltd loves to raise the bar.
During brand consulting session, the key takeaway from the campaign brief was how to deliver two key messages to the target audience: Trust and Profit.
That’s how an Integrated Marketing Campaign for ‘Profit Bank of India’ - a metaphor standing for Mahindra’s Supro Maxitruck and Minitruck – took off.
With a strategic approach to brand communications, we positioned them as ‘Profit Trucks’ to ensure the Rural Activation campaign not only take on its competitors - Tata Ace and Tata Mega - but carve a niche for itself among the hearts and minds of the target customers.
In profit bank of India campaign, we realized that helping clients achieve brand objectives was possible in a better way if the target group could relate Mahindra’s Supro Maxitruck and Minitruck to a bank.
This was needed to drive home the concept behind the BTL campaign: Trust and Profit.
List of activities:
We visualized Profit Bank of India for influencer marketing with an aim to transform buyers into brand Communicators.
To put in place the idea in a real setting, our creative team came up with an innovative solution to enhance customer experience after due deliberations and enough marketing analytics data.
Backed by enough rural research data, we executed Profit Bank of India campaign on the ground after identifying target congregational points.
Through innovative initiatives like recreating the interiors of a bank’s setting, we replicated its exact modus operandi at select congregational points like Mandis & Haats with all lookalike paraphernalia.
Our brand activation activities included setting up an entrance modeled like a bank, where our promoters donned the hat of tellers and bank executives.
There were separate cash and deposit counters, ATM cards, cheque books, welcome kit and inquiry forms – all these communication strategies were aptly used to promote Mahindra’s Supro Maxitruck and Minitruck among the target group.
The branding solutions took off to a roaring start when the local emcee introduced Mahindra’s Supro Maxitruck and Minitruck among the target group to explain how these two ‘profit trucks’ could literally change their fortunes.
Achievements:
Use of perfect mix of components (Digital, Technology, BTL and Research) worked in reaching out to the target group.
Thanks to our reading of rural sensibilities, the target group soon realised that the ‘Profit Bank of India’ campaign made sense, making them not only to look beyond the Tata Ace and Tata Mega legacy but made them confident enough to trust Mahindra’s Supro Maxitruck and Minitruck in an effective way.
We managed to create longterm impact with several testimonial accounts that sought to project buyers of ‘Profit trucks’ as its brand ambassadors and how their lives changed for the better subsequently.

Understanding rural audience made customer-centric profit bank of India campaign quite successful in the rural market for Mahindra’s Supro HD Series Profit Trucks.
The need for new marketing strategies called for another round of small town marketing to create lasting impact for an upgraded version of these two trucks.
Objective of the campaign
Our knack for understanding rural audience makes specialized marketing solutions like profit bank of India campaign possible for IOPL’s experienced professionals but this time there was a need to step up our efforts.
This time our experienced professionals took up creative selling by popularizing the concept of touch and feel as that’s what upgraded versions of Mahindra’s SMT HD Series Profit Trucks were all about.
Brand recognition was not a problem as Mahindra’s SMT HD Series was now firmly positioned in the minds and hearts of the target customers as their iconic ‘Profit Trucks’.
What’s required was reaching out to new aspiring rural customers for making a creative selling pitch for the advanced and improved versions of Mahindra’s trucks, aptly renamed as Supro Maxitruck & Minitruck Heavy Duty (HD) Profit Trucks.
Using multiple forms of media and ‘mixed reality’, the campaign was created with the objective of reaching out to rural customers.
While keeping media integration at the core of the campaign, we ensured profit and prosperity were not obscured by our engagement activities from the overall brand communications goals.
The campaign’s objective was customer-centric and focused on experiential technology as part of integrated marketing campaign. What’s more, its emotional aspects had to be highlighted to achieve brand goals.
List of activities:
Handling large scale & geographically scattered campaigns is one of IOPL’s forte and we used this strength to advantage to mount a spirited rural activation about the upgraded Supro Maxitruck and Minitrucks.
For perfect penetration into the small town marketing opportunities, what our experienced professionals did was this: We used testimonial accounts.
We projected buyers of the first series ‘Profit trucks’ for influencer marketing by showcasing them as brand ambassadors and how their lives were changed for the better subsequently.
Our brand communications for the campaign was centred around the fact that the upgraded trucks were equipped with ‘Leaf Spring Suspension’.
Known otherwise as Front Rigid Suspension, IOPL’s creative team had devised a unique technology-enabled campaign to project it as the USP of our strategic brand solutions.
Using a promotional mix of sales promotions and direct marketing, our strong work force successfully took the campaign to identified target group at influential touch points like CV stands, major markets, Agri mandis and APMCs.
For adding more value to the campaigns and achieve brand goals, the campaign aptly made use of immersive technology to drive home the benefits of ‘Leaf Spring Suspension’ among target group through gestures and movements made before a large LCD screen mounted on a van.
Our conceptual approach to the campaign explained to the rural customers how Front Rigid Suspension equipped ‘Profit Trucks’ make the vehicles sturdier enough to ply on difficult road conditions.
This experiential technology is set to boost their income and had to be communicated properly to enhance customer experience as it would create longterm impact for future Promotional Marketing.
We took up an integrated marketing campaign to execute the idea. this, we set up a large screen at selected congregational points for promotional marketing.
Using a unique software, our specialized marketing team gave a virtual test ride to the target rural customers to experience the features and advantages of using ‘Front Rigid Suspension’ in ‘SMT HD Series Trucks’.
Selective use of experiential technology in promotional marketing enabled the enthusiastic participants to select one of the two models of the trucks before undertaking the simulated virtual journey.
The services extended included allowing them to maneuver (using only hand gestures) various riding conditions like excess load, mileage, turning radius and rugged roads besides experiencing its internal features – all on the Front Rigid Suspension-fitted vehicle.
Touch and feel technology was a unique way of explaining the vehicle’s advanced features and how it would eventually translate into profits for them.
The customer-centric approach to promotional marketing worked as it succeeded in facilitating an interactive engagement with the target group in an entertaining way while making them aware about the features of ‘Front Rigid Suspension’ through virtual reality.
In this small town marketing initiative, we also integrated other games like Mooch station (a selfie zone with a moustache) and Bow & Arrow activity in the shape of Leaf Spring Suspension with ‘SMT HD Series Profit Trucks’ campaign to drive home the USP of the vehicles.
Achievements:
With IOPL’s effective communication strategies, the campaign on the upgraded Profit Trucks.generated more than 17000 sales leads and achieved 112 on-spot bookings.
The integrated marketing campaign was simultaneously targeted across Telangana, Gujarat, Andhra Pradesh, Bihar, Karnataka, J & K, Tamil Nadu, MP, Uttar Pradesh, Kerala, Maharashtra, Rajasthan, West Bengal, Gujarat, Punjab, Jharkhand states.

Objective of the campaign

Small town marketing for the competitively-priced Bajaj Platina Comfortec needed the perfect marketing plan to provide an unforgettable “touch and feel” experience about the bike’s superior features.
Introduced as a commuter bike, its USP was the smooth ride it provided on uneven and pothole-filled roads to enhance customer experience, thanks to its extra-long front and rear suspension.
Not just devise creative concepts; specialized marketing technique was adopted for Bajaj Platina Comfortec campaign with the goal of creating a lasting impact for men between 25-50 age group.
The target group included first time buyers, young aspirers from rural middle class and 2 wheeler owners riding a competitor’s bike or a basic motorcycle.
Target Areas:
  • (i)  Andhra Pradesh & Telangana
Activity Overview:
One of the communication strategies used in the promotional marketing campaign was to give riding experience of the vehicle to the target group on a customised track, letting them experience the bike’s extra longer front and rear suspension first hand.
In order to make them appreciate the difference in riding experience with Bajaj Platina Comfortec, the customers were initially offered to take a test drive on their own 2-wheelers on the customized track prepared for the brand.
This was to ensure that we achieve brand goals by creating “strong positive word of mouth” amongst the customers & make them accept the product easily.
During the test drive, the target group was given a pouch to hold a smartphone for video-recording the entire process, starting with capturing the logo of the competitor vehicle before driving.
In the next phase, the same customer was offered to take a test drive on Bajaj Platina vehicle on the same track but from the other end of the customised track. It too was video recorded.
When the two videos were compared, our strategic approach to the campaign made the TG soon realize how the quality of ride made a positive difference on the uneven track with Bajaj Platina.
Pre Activity:
Our marketing plan involved inviting the TG to the touch point by distributing leaflets. During the pre-activity, we identified suitable touch points to lay customised track for test rides that came along with ample parking space for vehicles.
Achievements:
The experienced professionals of Insight Outreach effectively engaged captive customers by giving them maximum test drives. In all, the brand activation generated sales leads and concluded 75 spot bookings within 30 days of the campaign.