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The Brand Building Story

The print media has a strong power to attract and influence the audience. Many love reading newspapers and magazines, and print media is all about these two mediums of communication. If Wybor has to target millions of people to read the advertisement and obtain knowledge about the brand, then penetrating this particular media is one of the best ways to provide traction to the campaign. Print adverts are non-intrusive, as people can choose to see it or ignore it, unlike other media forms where a customer does not have a choice which makes it more interesting for Wybor to keep its communication more frontal and meant for trade rather creating some stories around.Wybor has been successfully running PAN India newspaper advertisement campaign covering almost all major print publications like HT, TOI, Dainik Jagran, Dainik Bhaskar, Amar Ujala, Rajasthan Patrika, Punjab Keshri, Sandesh, Anand Bazar Patrika, Sakshi, Daily Thanthi, Divya Bhaskar, and many more regional publications. The advertisements in newspapers and trade magazines will continue but due to decline in readership of magazines, this medium will take backseat for the moment.

Nowadays, the consumers have very high percentage of internet access (penetration), even in rural markets and almost every teenager uses the internet which heavily influences buying of consumer electronics. The majority of Indian population still lives in rural India and that is the market which holds the maximum potential for marketers as urban markets are reaching the saturation point. Wybor keeps a very keen eye on holding its social and digital presence pulsating to support the print and TV campaigns.

The brand works very closely in devising its campaigns as the marketing team, sales team, and management board actively participate in discussion with the ad agency Adsyndicate Pvt Ltd. The team conducts many brainstorming sessions on the communication strategy and outcome is always overwhelming. All Wybor advertisement and communications are made in such a way that the consumers feel an urge to own Wybor products after seeing the ads and it also instills a sense of pride and satisfaction after owning Wybor products. Wybor TVC on LED TV was aired extensively on India’s top news channels like AajTak, ABP News, NDTV India, NEWS 18, India News, PTC Punjabi, PTC News, Chak De with sponsorships of popular shows on these channels. Non FCT property was also utilized to give further impact to our communication. The Wybor TVC was liked by consumers as well as the trade fraternity for its crisp and clear communication about Wybor LED TV quality, features and 3 years full warranty offering. Wybor ad campaign on electronic channels made Wybor brand a household name. The company is in a process of making brand new TV commercials for fully automatic washing machine and party speakers which is to be released shortly.

Saurav Sinha
DGM-Marketing
Wybor

“Wybor products pricing is kept very attractive and affordable, the same is resonated at social and digital platform. We focused on full/quarter page ads to get the maximum eyeballs and ensured that the objective of Wybor communication is achieved. We focused on pan India market, the choice of publication was done precisely based on the reach of our sales network which is now available across 18 states with 300+ distributors and 5000+ resellers and growing. The initial response was astonishing for our brand Wybor as it got strongly established among the sellers in India. We kept the frequency very high by inserting more than 153 full page and 94 quarter page ads in major publications. The social and digital campaigns on Facebook, Instagram, and YouTube increased Wybor’s visibility immensely.”

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