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New-age media helps marketers reach their customers

Mr. Nishith Shah is the founder and CEO of TechShastra India Private Limited. He is one of the first few professionals in the country to have entered the digital and mobile marketing space while the industry was still in its early stages. Through his leadership at TechShastra the company has grown from a small start up in Year 2000 to a well recognized Digital and Mobile Marketing Organization. He is an alumnus of Symbiosis Centre for Management – Poona.

  • Biggest challenge

The challenges in the initial days were with regards to educating clients about this medium and the benefits of the same. It was quite tough in the early days since there were no specific budgets assigned for digital. It is heartening to see that this has changed completely. We, at TechShastra, ensure that we maintain our track record of staying ahead of the curve, by providing our clients with innovative solutions.

  • Vision

We have always understood the requirements from both sides; one being with respect to evolution of the medium and the other with regard to consumer acceptance. Basis this we have been able to build various product lines and solutions which would be of interest to our clients.

  • Customers

At TechShastra, we present a wide gamut of services designed to offer solutions to every type of customer, be it on mobile, over the web, social or even integrated marketing.

  • Customer value proposition

Our value proposition has always been to offer brands effective and engaging solutions that help them achieve a better ROIs and a higher brand recall.

(Case study) The AXE – Call Me campaign has been one of the most successful digital campaigns in India.
The AXE Call Me campaign invited users to register and have an AXE girl give them a wake-up call.

Our Social Media Management services have helped leading brands in the country build a strong and fruitful connect with their consumers.

Out of a universe size of 28 million (age group 15-25-Source IRS), we received more than 4 million unique calls and 7 million total participation almost 5 years ago. This was a whopping 981% jump, higher than AXE’s previous engagement figures with the consumers.

Call volumes grew from 3,000 per day at the start of the campaign to as high as 150,000 per day within 2 months.

The campaign period showed a share gain of 3.2% (March to June’09 Vs March to June’08) translating into very positive business results.

  • Benefiting customers

QUOPN is a powerful customer acquisition product developed by us over the last 4 to 5 years. Through this platform brands can offer consumers various kinds of delights and offers for participating in a particular brand engagement activity/campaign.

It also works as a consumer behavior analysis tool, which in turn allows brands to know more about their consumers and offer them better solutions/products.

  • Competitive landscape & ....

We have seen many exciting startups in the last decade and more. Some of them have made it very big and some have not.
But no matter what the end result of any startup is, it always adds to the Industry and we at TechShastra acknowledge them all as contributors.

Our team has been in this Industry for more than 13 years now and hence we have a huge advantage over others in terms of understanding the client requirements and consumer acceptability in terms of a marketing promotion or a technological innovation. This differentiates us from others in a very big way.

SURF EXCEL SHOWS THE POWER OF 10 HANDS

Detergent brand Surf Excel had created quite an impact when it came out with its new positioning of 'Daag acche hain' or 'Stains are good' eight years back.

While all other detergent makers were fighting stains, Surf Excel was seen embracing them as a celebration of life’s experiences. Lately, the brand launched ‘Power of 10 hands’ campaign in a bid to convey the efficacy of the all new Surf Excel Easy Wash, designed to get rid of tough stains.

So, while a family is shown completely chilled out even when the youngest of them gets stained with boot polish while helping his grandfather, all thanks to the new detergent variant with the power of 10 hands, Surf Excel has successfully communicated that stains are good once again.

Interestingly, the brand has sought to bring this alive through a specially created interactive microsite that uses a Facebook login to recreate your personal Facebook page, with its new ad film running in the cover page area!

Once you login with your Facebook account, a page like the one below will be shown with the ad running in the cover page.

As the boy starts polishing his grandfather’s boots and gets boot polish all over him in the process, the page too gets blotted with stains, with the women of the family discussing on the extra chore needed to wash his stained clothes. The mother is too unconcerned as she relies completely on the new detergent.

The page then directs you to click on the Surf Excel Easy Wash Facebook ad simulated at the side.

This triggers 10 hands in blue who then wash the page clean!

You are finally shown a cover page with the options to invite, share or win a hamper. You can invite or share this with your Facebook friends, while winning a hamper would involve filling up your contact details.

Cool concept, good fun!

The idea of creating a page resembling a fan’s Facebook profile is not unique, though the animated interactivity does seem to be. When Park Avenue Grooming began promotions for its new beer shampoo, the personal care brand had created a Facebook app that resembled a Facebook profile page of the new shampoo complete with a set of links where fans can know more, play games, watch videos or buy the product.

Bringing on an emotional connect with the consumer, Surf Excel has strived long to build a strong message around the idea that stains are good. And, the latest promotional campaign ‘The power of 10 hands’ strengthens it only further.

TechShastra wins Blaupunkt India's social media duties

New-Age software and digital marketing company TechShastra has won the social media mandate for German car infotainment and sound maker and marketer Blaupunkt.

The agency will manage social media interaction on Facebook, Twitter, YouTube, blogs and other collaborative media on the digital platform.

Balupunkt India director Pankaj Jagwani said, "We are happy to partner with TechShastra as our digital agency. Having recently announced our re-entry in India, we are looking at launching several products in the near future. With TechShastra's expertise and knowledge on our side, we are sure we will be able to understand the minds of our customers and communicate with them effectively."

TechShastra CEO Nishith Shah said, "Blaupunkt has always been known for their high levels of consumer connect. By using the digital platform we would be able to further enhance that and build brand recall and engagement."

Germany based Blaupunkt has a nationwide presence in aftermarket (accessories retail and OE dealership) segments. An infotainment partner to passenger car OEs including VW, Audi, Bentley, GM, Proton, Hyundai, Kia, Tata, Mahindra as well as a number of commercial vehicle providers including Fuso, Isuzu, Fendt, Lada, Claas CAT etc, Blaupunkt provides a range of high-end infotainment, multimedia and navigation solutions.

Other clients in TechShastra's kitty include Unilever, Nestle and HDFC bank. The agency is the force behind campaigns such as the Nestle Morning Band, Surf Excel-Fulfill A Wish and Maggi Guess the Taste.

Blaupunkt India hands social media duties to TechShastra

February 28, 2013 | Campaign India Team

Blaupunkt, a Germany-based car infotainment and sound solutions provider, has awarded its social media communication duties to TechShastra.

Pankaj Jagwani, director, Blaupunkt India said, “We are happy to partner with TechShastra as our digital agency. Having recently announced our re-entry in India, we are looking at launching several products in the near future. With TechShastra’s expertise and knowledge on our side, we are sure we will be able to understand the minds of our customers and communicate with them effectively.”

On the win, Nishith Shah, chief executive officer, TechShastra, added, “Blaupunkt has always been known for their high levels of consumer connect. By using the digital platform we would be able to further enhance that and build brand recall and engagement.”

SURF EXCEL: TV OFF ON FACEBOOK

The campaign aims to create dissonance about TV viewing habits in children and urges parents to take a pledge to encourage their children to spend less time with the TV.

Surf Excel, the detergent brand from the HUL Group, has launched TV Off - Life On campaign on Facebook. The campaign aims to create dissonance about TV viewing habits in children and urges parents from across the country to take a pledge to encourage their children to spend less time with the TV.

TV Off-Life On campaign

The campaign is launched in association with Techshastra, a digital agency, which came up with an app on Facebook to promote the idea. All the pledges will be displayed in a map of the country at http://www.surfexcel.in/tv-off-life-on, encouraging participation.

Following this, mothers will be encouraged to ask questions and air their worries about children watching too much TV. The agency has also scheduled an expert in child development to address these problems and offer practical solutions on how mothers can address this. The interaction is scheduled for the last week of February.

Speaking to afaqs! about the objective behind the campaign, a spokesperson from HUL says that Surf Excel believes that to really achieve their potential, human beings need to be free to experience the world. "Which is why we say 'daag achhe hai'. Parents worry about kids spending too much time in front of TV and computer screens. One half of the day is spent in school while the other half is spent doing home work. Surf Excel believes in the TV Off-Life On campaign being run on social media right now. It encourages mothers to switch off their TV sets and experience the benefits of being out of doors. In today's world, there are a lot of activities that have replaced the simple joys of playing outdoors. Therefore, the TV Off-Life On is one way of encouraging mothers and kids to be outdoors and enjoy themselves. And, connecting with the moms on an emotional level," the spokesperson adds.

Firuzan Mistry

Explaining the activities planned for the campaign, Firuzan Mistry, vice-president, business development and marketing, Techshastra, says, "This campaign cuts across the digital ecosphere for Surf Excel. We are also promoting this campaign on select sites, chosen basis relevance and how strong the content on these sites resonate with our brand philosophy. The most exciting part is the initiation of a mommy blogger engagement programme, as mothers have interesting and insightful things to share with us! However, because we already have an excited and vibrant community of over a million mums on FB, this platform remains the hub of the activity and engagement."

According to Mistry, so far, over 700 pledges were received within the first five days of the activity going live. Moreover, to answer all the questions posted by mothers about what bothers them about child care and development, the agency has taken a clinical psychologist and counsellor on board this year, who will answer specific questions on child development and the effect/benefits of playing outdoors.

With this campaign, Surf not only increases the number of Surf Excel fans on Facebook, it achieves a high number of pledges taken to resonate with Surfs "daag achhe hai" positioning. "This is more about the emotional bonding within the community than a fan base increase activity," the HUL spokesperson informs.