Gullak Money, known for its groundbreaking “up to 16% returns on Gold,” rolled out an offline campaign in Bangalore with the aim to maximise impact on a limited budget. The focus of the campaign was on establishing high frequency with consistent messaging across diverse touchpoints. The campaign infiltrated 100 locations – selecting cafés, homes, offices, and roads as key touchpoints. By ensuring high frequency and consistent messaging, Gullak avoided ad blindness and effectively captured diverse states of mind.The offline campaign resulted in a remarkable 30% increase in organic sign-ups and a 40% surge in repeat user engagement within the city.
Bucking the trend of expensive traditional marketing channels & going beyond traditional marketing norms, Gullak collaborated with cooks, chai shops, valet drivers, and laundry services, amplifying its reach through quirky messaging like “Love the extra Tshirt/chai/mint, you will love the extra Gold on Gullak even more.” The campaign’s cost-effective strategies, from branding 10 impactful autos to turning cooks into brand ambassadors donning Gullak t-shirts at least once a week, defy conventional marketing approaches.
A simple question, “Did you invest in Gullak Gold+ yet?” became the beacon guiding the campaign. From tissues in cafes to door knobs in apartments, the message wasn’t just seen; it sparked active engagement, prompting people to ponder and remember.
Commenting on the campaign, Naimisha Rao, co-founder Gullak said “ It began with a simple desire – to be where people lived their lives. The challenge was imposing; how does one amplify brand presence in everyday spaces without the extravagance of traditional marketing channels? Jugaad became the core & the rest followed. We aim to replicate this across locations & with all the learning we now have, we wish to do this with much more cost effectiveness”
In the midst of the journey, triumphs unfolded. A finquiz became the unexpected stars in offices, captivating teams and sparking both fun and knowledge. “The unexpected triumph in this segment has spurred digital replication and plans for inter-company face-offs”, says the co-founder.
Yashwant kumar, Sr. Director, Tata digital commented on the campaign saying “Gullak seems to creating a dent in the universe of offline marketing”
In a tale of thrift and triumph, Gullak carved its path beyond the digital horizon, crafting connections that endure, resonate, and unfold in the beautiful tapestry of everyday life.
