“At Tata Steel, we always strive to negate the effects of adversity with our preparedness.”- Sanjay S Sahni- Chief of Marketing& Sales( Branded Product and Retail)- Tata Steel.
Tata Tiscon’s marketing team with their innovative spouse( Wunderman Thompson) decided to develop the content that would prompt positive behavioural alters in the direct and thus, “Plant for the Planet” idea was imagined.
We talked to Sanjay the intelligence behind this video sell campaign and learned the storey behind. Read on to know more about him, what he thinks about changing dynamics of advertisements and his advice for fellow marketers.
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1. What was the thought process behind making this campaign?
As a category leader and a brand used for building 5 lac residences every year, we recognised our capacity in influencing sustainable business practice is acute within the construction fraternity. Our responsibility doesn’t stop at structure safe homes, it naturally extends to building a safe planet.
Tata Tiscon’s marketing team briefed our imaginative partner( Wunderman Thompson) to develop content that would provoke positive behavioural transformations in the path. Thus, Plant for the Planet was imagined.
It aimed to raise awareness not just amongst the channel but also end customers, who need to feel universal ownership towards the environment , not just their individual homes.
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2. Was there any change in the distribution strategy because of the pandemic?
As Tata Steel, our approaching to work is seldom reactive. We always strive to negate the effects of adversity with our preparedness. Recognising the undeniable power of technology, we seeded a differentiated distribution channel with the launch of www.aashiyana.tatasteel.com path back in 2017.
Today,~ 5% of our sales are generated through this scaffold and the pandemic will only see this figure flourish from pillar to pillar. We have onboarded all our canal spouses and now with social distancing as a brand-new norm, we are confident of strengthening our omni-channel presence with Aashiyana gaining considerably more than other paths. In part, there hasn’t been a change, exclusively strengthening.
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3. Will the dynamics of video circulars altered in 2020?
Video advertisings will become more important than ever. The pandemic “ve forced” beings to look at more fundamental values such as trust and safety. Audio visuals simulate a sense of touch and feel even from great distances. Especially in sectors such as home building and real estate, video market will frisk a crucial role in conversion.
Predictive tools in technology will allow marketers to further customize and suffice related content to clients. Likewise, 2020 will see newer formats and segments. Each of which will have a characterized character and determination in the marketing plan. Creativity and original suppose need to be at the heart of everything there is.
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4. When it comes to marketing, what suggestion would you like to give to our community members?
All marketing professionals need to practice courage and pity. Courage to mine penetrating into the product and mark its real value in the life of the customer. Compassion to constantly understand the needs of the customer and thus improvise and innovate.
5. Please name the team behind the campaign
The campaign was a collaborative effort between Tata Tiscon marketing team and our Brand Agency- Wunderman Thompson.
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About Sanjay in his own statements
My father was in the Indian Army and hence was often transposed. This resulted in my childhood being spent in various parts of the country, across residences both big and small. Hence, I like reform and meet new friends speedily. The justification residential complexes always had good equipment hence picked up all sports.
I started my vocation with Tata Motors and then had a stint in Tata International. Since last 13 times, I have been working in Tata Steel, having laboured in almost all the departments here. Currently, I am serving as the Chief of Marketing& Sales( Branded Produce and Retail) Tata Steel, held accountable for incomes grossing over Rs. 20,000 crore.
I have enjoyed working with Tata’s due to the professionalism, values, project culture& naturalnes in effort that they offer.
I believe in simplicity, causing back to society and substantiating sustainability.
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