BRIEF
A regional Point-of-Sale (POS) campaign promoting Dynaray 12W LED lamps in regional markets across India.
OBJECTIVE
We aimed to transcend the typical marketing constraints and deliver a campaign that truly connected with the diverse regional audiences of India. Our goal was to enhance brand recall and drive sales by creating culturally and linguistically tailored promotional materials that were both impactful and cost-effective.
CONTEXT
India is a mosaic of languages and cultures, with over a billion people who primarily engage in their native languages. Traditional regional marketing campaigns are often costly and logistically complex. Crompton, however, saw an opportunity to revolutionize this space by employing advanced AI technology to generate customized, high-quality POS materials swiftly and economically.
PROCESS
Through meticulous iteration and refinement of AI prompts, we generated images of individuals in regional attire, each captured in a universal pose that symbolized aspiration and illumination. These images were seamlessly integrated with backgrounds depicting traditional home interiors specific to regions such as Maharashtra, North India, Punjab, Assam, Kolkata, Bihar, Orissa, Andhra Pradesh, Tamil Nadu, Kerala, and Karnataka. The translated tagline ensured that the core message of the campaign was not just retained but amplified in each region's native tongue.
RESULTS
The campaign culminated in the production of vibrant 6'x6' round stickers, distributed to dealers nationwide as compelling POS materials. This innovative approach resulted in a cohesive, visually appealing campaign that deeply resonated with local consumers, significantly boosting engagement and brand visibility. Crompton’s Dynaray LED Lamps shone brighter in the marketplace, driving increased sales and reinforcing the brand’s commitment to illuminating every corner of India.
Deployment: Around 20,000 Stickers placed in stores across India.
Inquiries Increase: 20% increase in product inquiries.
