Objective

The 'Swaad Bihar Ka' campaign by Sunrise Pure Spices, a brand under ITC Limited, one of India's most valuable conglomerates, had one unwavering goal: to become synonymous with Bihar's identity. This was a campaign built on bold ambition, aiming for brand awareness, deep product visibility, and a genuine connection to Bihar's cultural heart. Inspired by its success in Assam, a state in northeast India, the brand envisioned aggressive expansion within the state's spice market, targeting a diverse audience of approximately 45 Mn.

The campaign's strategy was a harmonious blend of tradition and innovation, designed to honor Bihar's heritage. It aimed to tell a compelling story – one that showcased Sunrise Pure Spices' products as a seamless extension of Bihar's vibrant spirit. The target audience was clear: homemakers, digital natives, festival enthusiasts, spice connoisseurs, and all those who cherish regional authenticity.

Strategy

The campaign employed a 360-degree marketing approach, seamlessly integrating traditional and digital strategies. Recognizing Bihar's predominantly Hindi-speaking market and the brand's regional focus, it leveraged an advanced digital strategy with the following elements:

• Product Integration: Engaging video content on platforms popular within Bihar.
• Influencer Collaborations: Partnerships with influential figures from Bihar to build credibility and reach.
• Hashtag Challenges: On platforms like Josh (India's popular short-video platform) to drive participation and virality.
• Madhubani-Themed Launch Event: Incorporating Madhubani art (a traditional art form from the region) for a strong local connection. 
• On-ground Activations: Particularly during festivals to tap into cultural celebrations.
• Offline Elements: Collaborations with leading dailies and impactful print media for broader reach.

The execution was divided into three distinct phases:

• Pre-launch Phase: This phase aimed to build anticipation through the 'Swaad Se Swaagat' campaign, featuring quirky digital content. Influencers initiated buzz, creating intrigue about the upcoming launch. Traditional media, including newspaper ads, laid the foundation for awareness. The brand reached 20 Mn people via digital channels and 1 Mn via print.
   
• Launch Phase: The campaign leveraged digital influencers, dance challenges, and on-ground activations during festivals for a multi-pronged approach Engaged in a Hashtag Folk Dance Challenge on Josh with Bidesia, Bhojpur Jumar, and Kajri on the theme of Swaad Bihar Ka. 22 Bihari Influencers onboarded to issue a challenge to people to publish their own reels. The brand reached over 30 Mn people monthly during this phase, with influencer campaigns boasting strong view-through rates (~20%)
• Sustenance Phase: Post-launch, sustained engagement continued with on-ground events, social media challenges, and consistent digital content creation, reinforcing brand recall, maintaining product visibility, and cultivating a lasting connection with the audience. The brand continuously reaches 30 Mn+ people monthly.

Results

The results of the 'Swaad Bihar Ka' campaign were impactful and measurable. Brand awareness surged, evidenced by a meteoric rise in impressions and ad recall. The campaign decisively influenced consumer behavior, demonstrated by a substantial increase in purchase intent. Online engagement soared, with views, shares, and user-generated content exceeding all projections.

The campaign's digital reach was extraordinary, connecting with over 25 Mn individuals within a remarkably short period. Sales figures tell a compelling story: they more than doubled in the campaign's aftermath, continuing on a positive trajectory. The Brand Lift Study (BLS) revealed a remarkable 1.5-point increase in trial intent, shattering industry benchmarks. Sunrise's market share climbed an impressive 150 basis points during the campaign period.

These results underscore the campaign's strategic brilliance. Key performance indicators (KPIs) were not merely met but often surpassed across all phases. Through this campaign, the brand achieved a profound, positive shift in audience sentiment, cultivating strong brand affinity and a deep connection with its narrative.

Media