HyperCITY Retail (India), one of the largest hypermarket chains in the country, launched its new Digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.
Keeping up with the brand promise of ‘Something Fresh Everyday’, the DVC opens with the Sharma’s planning and organizing a Diwali party. With multiple demands by each member in the family, the lady of the house fulfils each request efficiently by the wide range of offerings available at HyperCITY, making her the perfect hostess.
Commenting on the new DVC, Mr. Manoj Jain, Vice President of Marketing, Loyalty and Visual Merchandising at HyperCITY Retail (India) says, “We at HyperCITY have been studyingchanges in the purchase patterns of our target audience, over a period of time. Accordingly, we refined our approachby re-introducing our brand message as ‘Something Fresh Everyday’, last year. The new DVC is an extension to our evolved brand messaging aligning withthethought of #HarDilRoshanKaro. The overall campaign salutes the lady of the house, incidentally our primary shopper, who makes everyone feel special and appreciated, thus becoming a super hostess this Diwali.”
Speaking about the concept and execution of the DVC, AmynGhadiali, Group Director – Communications, GozoopOnline Pvt Ltd., says, “In today’s hyper connected environment, any brand’s outbound communication should be a reflection of the society it thrives in. Our main objective for #HarDilRoshanKaro, is to enrich the lives of our target audience. Besides being relatable, every piece of content is carefully crafted so that it can add immense value to the audience. From helpful content such as gifting ideas to the core of thought of being a super hostess, every aspect of the campaign is designed to support our TG in one way or another”.
He further adds, “Similarly the DVC, a light hearted slice of life, depicts how our TG plays a very important role in ensuring that everyone during the festive season is taken care of and HyperCITY supports her endeavours by ensuring she gets the best of everything under one roof. Before creating the concept, we conducted thorough research to understand how women, 25-40, are consuming content online and examined the changes in their interest/behaviour across platforms. As the team working on the campaign we believe the true outcome of the campaign is very simple: HarDil Roshan Karo”.
The campaign is scripted by the creative team at Gozoop Online Pvt. Ltd and is directed by Mr. Jitto George, Group Director – Brand Communications – Gozoop Online Pvt Ltd.The integrated marketing program will include radio, online, and in-store promotions through a phased rollout.
LINKS TO HYPERCITY’S DVC
- Facebook: https://www.facebook.com/HyperCITY/videos/1569854263037463/
- Twitter: https://twitter.com/twitter/statuses/918078951787868160
- YouTube: https://youtu.be/Hsi06y512I8
- Client– HyperCITY Retail India
- Head Communication – Fatima Qidwai, Assistant General Manager – Marketing, HyperCITY Retail India
- Agency & Creative Team– Gozoop Online Pvt. Ltd
- Director (ad film) – Jitto George, Group Director – Brand Communications – Gozoop Online Pvt Ltd.