CHALLENGE – South Asians are one of the most affluent groups in the US. Although they are educated & health conscious, the concept of saving and getting deals/discounts gives them satisfaction. Shoprite wanted to tap into this premium mindset & educate them about the specials and their international products which makes Shoprite one stop shop for ethnic grocery as well.
BUSINESS OBJECTIVE – Enhance Brand awareness and Improve purchase consideration.
TARGET AUDIENCE & INSIGHT – Mass South Asians living in the East Coast US. Although they are value conscious, they seek premium lifestyle & high quality of healthy living.
STRATEGY & SOLUTION – Started with participation in Bollywood event, Independence Day Parades and Festival specific media campaigns. Organized Meet and Greet with the Cricket Legend “Kapil Dave” at one of the locations of ShopRite – attended by 1000+ fans. Produced special reels with Influencers and promoted on the popular digital platforms. In 2021, we produced a TV show for Shoprite – Shoprite
Cooking Star. The participating brands were integrated into the show. Integrated brands include – Coke, Ritz, Old El Paso, Poland
Spring, Prego Pasta Sauce, Rajbhog, Bounty, AHA, SR owned brands like Paper bird and Bowl & Basket. Participated in Diwali at Times Square – a history making event.
RESULT – More South Asian brands have been added to ShopRite’s Asian Aisle making it a one-stop-shop for all your grocery needs including the South Asian grocery. Now, we have an evergreen campaign on the South Asian Networks. Brand awareness has lead to increase in the sales of the promoted brands in the retail stores.
CHALLENGE – Build the trust of the South Asian community and make them invest in NRIA’s Real Estate Fund.
BUSINESS OBJECTIVE – Drive brand consideration when it comes to investment and EB5.
TARGET AUDIENCE & INSIGHT – Accredited South Asians in the age group of 40 – 75 who strongly believe in real estate investment. South Asians lead a bilingual and bicultural lifestyle, and are ethically diverse. With elevated cultural confidence, they also seek security and safety when it comes to investing their hard earned money.
STRATEGY & SOLUTION – We started doing radio advertising & the roadshows/seminars for them. We did high-impact integrated media marketing for them. We did exclusive project launches with celebrity engements and were successful in getting the attention of the high net worth individulas from this community, globally.
RESULT – As a result, the South Asian investors’ percentage increased to 20%. As a result, the South Asian investors % went up to 50%. Resulting in launch of the service in India, Canada, and Dubai.
CHALLENGE – Expand reach, increase brand awareness, and boost sales in a competitive market.
BUSINESS OBJECTIVE – Achieve significant growth in sales.
TARGET AUDIENCE & INSIGHT – Jewelry enthusiasts, fashion-conscious individuals, and those seeking high-quality, trendy jewelry designs.
STRATEGY & SOLUTION – Implement a media mix campaign with celebrity visits, road shows, digital contests, influencer marketing, gold updates on radios, and jewelry blogs.
RESULT – Successfully opened a new store in North Carolina within a year and witnessed substantial growth in online sales year after year.
TEA INDIA – Radio & TV campaign, Produced a special show for the brand Tea India – “Tea India GeetMala”, Event participation with a difference.
BROOKE BOND & TETLEY TEA – Festival specific campaigns which worked great
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