After launching a social media campaign #AaramKiTune recently to engage Indian online population, online marketplace IndiaMART, which has over 3.5 crore products listed on the platform, is all revamped to become the prime destination to marry the buyers with the right suppliers.
The company has engaged Bollywood actor Irrfan Khan on board for a short video. In the video shown above, it depicts the actor as an employee of a manufacturing house, who is confident that all his key requirements could be fulfilled through IndiaMART, whether it involves ordering of fabric, office furniture, buttons used in manufacturing of shirts, or air conditioners, etc. The video will soon be launched as a TV commercial as well.
The media campaign launched by the company is set to integrate Print, TV, Radio, Outdoor and a digital mix of social media – Twitter, Facebook and Youtube. It primarily focuses on the new age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements.
Sumit Bedi, Vice President – Marketing, IndiaMART, says “According to a recent global research, businesses spend 52% of their time in identifying the right business partners. This is where IndiaMART comes into the picture. A move in this direction, the TVC seeks to highlight the fact that IndiaMART allows buyers to shorten the time they spend in doing the same and find genuine sellers with help of just a click.”
It can be speculated that the company might be growing itself from a pure B2B to a B2C marketplace, as it is showing a consumer buy miscellaneous products from the portal. Also, the company has changed its website design and user interface, check out the difference below.
The AaramKiTune campaign seems to have a direct relation with this new video, as the actor is seen playing a tune every time he orders something. Looking at the marketing strategies being adopted by the company, it seems that this oldest marketplace in the country is subtly trying to aim at something big.