Sub-K Vyapar Samriddhi
The Sub-K Samriddhi campaign was ideated to cater to the financially underserved Target Audience in the Small and Medium Enterprise (SME) business segment dealing with light machinery, agricultural products, food packaging, jewellery and others in the Metro T1 & T2 cities whose loan needs are not being met by the regular banking sector.
The activation for Sub-K Samriddhi campaign covered touchpoints across three cities of Hyderabad (Medipatnam, Secunderabad, LB Nagar), Vizag and Jaipur (Malvikanagar, Sanganer, Jhotwara) respectively.
List of activities:
Since the Target Audience are primarily engaged in small and medium businesses, the on-ground activation for Sub-K Samriddhi campaign differed in timing and approach as peak working hours, location and nature of business for each category of the TG were different from others.
Equipped with a branded van, printed publicity material and branded merchandise to prominently showcase the visibility of Sub-k Impact, the activation team covered two locations in a day on average.
They always followed a ready reckoner of questions to be asked to the prospective TG to understand the nature of their business and their loan requirements.
Using a calculator, the promoter would explain to the TG the different loan tenure for amounts that they are seeking from the brand. The data of the interested TG would be digitally recorded for follow-up calls based on their willingness.
The activation team would then move on to the next location.
Objective of the campaign:
The key objective behind the campaign was to position Sub-k Impact Solutions Limited as a trusted brand, providing hassle-free loan solutions to the needy SME service providers in the market.
Increasing brand awareness was integral to the success of Sub-K Samriddhi campaign as there was a wide customer segment falling under the SME segment that needed to be reached.
It was understood that there was scope for the brand for market penetration if they could connect to small businesses engaged in Cold drinks/Mineral Water Bottles, Hardware, Cylinders- Domestic and Industrial, Dairy products etc.
There were also the likes of drivers, dealers, distributors and suppliers in the business of domestic/industry cylinder supplying, vegetable suppliers (APMC Markets), courier & logistic companies etc. looking for small loans to meet their growth needs.
The Sub-K Samriddhi campaign had a wider reach and it managed to achieve its objective of positioning the brand firmly in the minds of the TGs as their go-to service provider when it comes to loans.