In current years, unconventional or non-traditional marketing strategies have gained recognition in India. These strategies embrace the usage of viral marketing, influencer marketing, and guerrilla marketing, amongst others.
Speaking to BuzzInContent.com, Manas Ranjan Hota, Co-founder and COO, DrinkPrime, said that as a result of the water purification market is cluttered with a variety of gamers catering to the identical consumer persona of a 40–50-year-old homemaker who has children and needs to purchase a ‘good’ water air purifier for his or her house, it made sense for the model to go for unconventional decisions.
Having operations in an trade which has been within the dormant or stale stage as no massive change occurred prior to now two-three many years now, Hota said that almost all water-purifying companies normally cater to individuals who belong to a slightly-older age group, possibly somebody of their 40s or 50s, who reside in Tier-II and III cities and normally belief a model based mostly on the celeb that endorses it.
Starting from focusing on shoppers who’re a barely youthful, more-vibrant viewers in an city middle-class set-up, DrinkPrime has focussed on having an strategy which actually stands out from the group, in his opinion.
“When we went to our shoppers, we noticed that almost all of them, within the age group of 25-40 years, had moved out of their houses and stepped into metro cities to satisfy their profession wants and thus they like or imagine on what they see and never what the celeb endorsements depict,” he added.
Additionally, he additionally identified that in contrast to different water purifying corporations, DrinkPrime makes use of a extra data-oriented strategy for model constructing and takes ahead the notion of ‘You don’t should belief us as a result of we’re saying so however as a result of now we have know-how backing us you could see for your self on the cell app’.
Speaking to BuzzInContent.com, Hota additionally revealed that the model had additionally shot a TVC which it had launched on its social media handles due to its deal with doing un-conventional marketing primarily and additional transfer on to leverage influencer marketing by roping in mom-bloggers, comedian influencers, health ninjas, and so on. for endorsements and constructing credibility.
In truth, DrinkPrime’s marketing in his opinion is taking a look at areas the place the everyday target market least expects the model to be, as they might relatively go for a 10-second model integration within the traditional ‘Day in The Life of xxx’ movies relatively than choosing a tv business that includes celebrities.
“One of our most profitable campaigns was with Anu Kargada that had registered over 924K views on the promoted video together with our web site knowledge exhibiting a big soar in each English and Kannada touchdown pages through the interval of the marketing campaign,” he mentioned.
In his views, there’s a rising development of manufacturers selecting up on the non-traditional marketing tendencies and eager to experiment with new applied sciences whereas leveraging fashionable mediums and strategies the non-traditional method to break the market litter.
Therefore, whereas conventional promoting is changing into costly with its effectiveness on a decline, non-traditional marketing in his views has confirmed to achieve success in rising buyer recognition and engagement coupled with an elevated model consciousness of over 50%.
Commenting as to what’s the rationale behind having a digital-first marketing technique, Hota said that DrinkPrime makes use of this strategy as a result of that’s exactly the place most of their target market lives and spends n variety of hours.
“Although our model had been established since 2016, we determined to unveil our revamped brand, web site structure and color on an Instagram Live tapping on the heartbeat of our shoppers who additionally ended up becoming a member of the dwell and interacted with us on our revamping,” he mentioned.
Furthermore, Hota additionally emphasised that it’s the customers of DrinkPrime who’re the primary critiques of their advertisements and the model takes into consideration their ideas and implements them accordingly.
“Being a challenger model, which is making an attempt to disrupt the trade which has gone very stale and has not seen any vital change, neither from a marketing standpoint nor from a product standpoint for a number of many years now, being threat averse is definitely a safer-bet for a model like us as a result of we don’t have many years of legacy behind us,” he mentioned.
Moreover, Hota went on so as to add that DrinkPrime is making an attempt to problem the established order that takes into consideration the suggestions coming from the viewers every day.
In his opinion, the model has been taking substantial dangers at occasions and although some haven’t yielded the specified outcomes for the model, some actually went viral.
“One of the dangers that we’ve taken is to ‘not promote through concern’. If you take a look at the class that we function by which is water purifiers, a lot of the gross sales occur because of the model roping in an authority determine within the type of a celeb who’s broadly trusted by the viewers. But we’ve taken a whole U-turn by saying that we’re right here to simplify know-how for you and the viewers can see for themselves the purity of water by our cell app,” he added.
Building up a robust promoting level for the model, Hota said that the shoppers of DrinkPrime are the largest or relatively the precise celebrities which is why the model additionally focuses extra of its efforts, cash, and so on. on buyer or influencer-led content material by guaranteeing that the model solely collaborates with influencers who in real-life additionally use DrinkPrime for a prescribed variety of days earlier than they provide their nod to the collaboration.
Upon being questioned as to what made the identify ‘DrinkPrime’ tick for the corporate, Hota said that as a result of the mission of the corporate is to supply clear, protected and wholesome consuming water to its customers who’re the early adopters of know-how, the corporate needed to go for a reputation which tells the customers to do one thing and thus discover choices within the verb-format.
In Hota’s opinion, the model name- DrinkPrime is not only a reputation however is a call-to-action in itself.
Coincidentally, what was a win-win right here was that every one the co-founders of DrinkPrime have been die-hard followers of the Transformers collection whereby the protagonist’s identify was Optimus Prime and his goal was to avoid wasting humanity.
Thus, when the model finalised on the name- DrinkPrime, it served each functions for the model – when it comes to establishing a enterprise for profitability but being a enterprise for goal in 2016.
But afterward, what got here as a shocker was that Logan Paul and KSI in an Instagram dwell on January 4, 2022 made an announcement that that they had based a beverage model named Prime, to fill the void the place nice style meets perform.
While the primary product launch that occurred on Logan Paul x KSI’s enterprise was Prime Hydration, the official web site was launched with the area identify as drinkprime.
Hota candidly additionally spoke about how John Cena, a famend American Wrestler, bought confused and adopted the Bangalore-based Indian DrinkPrime, on Twitter, as an alternative of the power drink firm owned by former YouTube rivals KSI and Logan Paul.
“In truth, DrinkPrime has at all times been part of the ripple impact of Prime Hydration’s occasions. We’ve been tagged in a number of tweets by the founders themselves! On common, we get at the very least three unsuitable mentions each week whereas the hashtag #DrinkPrime is utilized in most tweets and posts. On the day of Prime Hydration’s launch, our web site visitors elevated by 50% and we noticed a rise in natural search by 70%,” he added.
However, this didn’t make the Indian founders draw back from it, however relatively embrace it in a whole-hearted method they usually went on to leverage their digital content material splash on Twitter and so on. to have interaction and feed off of one another’s goodwill and model consciousness.
The transfer, nonetheless, additionally led to a slew of challenges for the water purification firm because the shoppers started posting damaging opinions of the skilled boxers backed beverage counterpart and commenced marking the social media handles of the Indian DrinkPrime.
In Hota’s views, the 12 months 2022 has been nice for DrinkPrime because the business grew by over 330% including to the growth picked up in the course of the pandemic in 2021 whereby the corporate clocked in a growth of 500%.
“Our natural attain throughout social media platforms elevated by 280% and our share of name voice reached greater than 12 million customers,” he added.
He additionally went on to state that retaining in thoughts the totally different aspects of the shopping for journey, DrinkPrime presents its viewers a distinct type of content material format on Instagram and YouTube starting from leveraging short-form narratives or relatable content material for constructing consciousness to utilizing longer testimonials or how- to movies for shoppers who’ve shifted down the funnel and are about to make the ultimate buy.
“Last 12 months, we additionally did a number of radio branding as a part of our collaboration with Radio City, however we didn’t purchase a single ad-spot on the radio platform for direct promotion, relatively we opted for a call-to-action whereby the RJ reminded the listeners to have a sip of water by ‘DrinkPrime Water Bell’ after each hour for two-months as most people are chronically dehydrated,” he added.
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