When Bisk Farm first entered the biscuit market in Eastern India, it was up against the behemoth national brands in the segment, namely Britannia, Parle and ITC and local players like Anmol, Priya etc. Considering the level of competition, Bisk Farm realized the need for a highly strategic marketing campaign and came to Lookad with one main objective in mind: to stand out and make its presence felt.
At Lookad, we conducted an in depth research into the market and the competitors to gain the insights that could help our client best. It was a classic case of David vs. Goliath, where the sheer presence of the giant national brands was quite intimidating. And yet, true to that story, we came out with a way to take on the giants, with consistency and quality as our prime weapons.
The Proposed Solution:
We advised Bisk Farm to focus on two main areas. One, they were to prioritise quality over quantity. In other words, their brand advertisements must be seen in a high quality environment, in terms of the front pages in newspapers and prime time slots in the most popular TV channels. Under no circumstances were they to compromise on where they are being seen. Two, they were to maintain a consistency in all their marketing activities. That is, the brand name must never suffer the ‘out of sight, out of mind’ consequences.
The Process Highlights:
The first step was to create an eye catching presence. Here, Bisk Farm’s forte has been path breaking creative for their advertisements and highly attractive and unique packaging for their products. This helped generate a high level of interest among the consumers.
The next step was to secure the brand name in the consumer’s mind as a high-end, quality brand. We helped Bisk Farm opt only for front page insertions in the leading newspapers, such as The Times of India, Ananda Bazar Patrika, The Telegraph, Dainik Bhaskar and Dainik Jagran to name a few. The brand also decided to invest only in premium prime time slots in leading GEC and News Channels, such as Star Jalsha, Zee TV, Aajtak, Udaya TV, NDTV 24x7 etc. Being seen only in quality mediums created the true perception of a top-end brand, and made it a worthy competitor to the heavyweights in the segment.
The advertising campaigns were carried on with consistency, year on year, with a slight dip only during the festive months. We worked closely with the brand and created a highly responsive system whereby, advertisements were decided on and released immediately – as opposed to the time consuming hierarchy that the big national brands often go through. This helped the brand reap the benefit of every opportunity and cemented Bisk Farm’s presence in the consumer’s mind. Till date, the client has been continuously increasing spends in premium areas of Print and TV mediums.
Bisk Farm also opened its exclusive stores Just Baked and became one of the only brands in the country to have their own stores selling biscuits, cookies and rusks. This helped the brand create that edge which the Goliaths in the field didn’t have, thereby making the brand a household name.
Today, Bisk Farm is undeniably one of the most loved and popular brands in Eastern India and trying to create the same magic in the rest of the country. In spite of the presence of heavyweights such as Britannia, ITC and Parle, the brand has earned respect and recall in the consumers mind.
Lookad and Bisk Farm have retained 15 years of successful partnership and we can rightfully say we have grown with the brand!
Mr. Vijay Singh
Joint Managing Director
SAJ Food Products