“#YourSecondHome” An Experiential Concept by Prega News

Look who entered the area of experiential marketing recently… Drum-roll… Please welcome Mankind Prega News!

When we talk about Experiential Marketing, the whole idea is about selling a product or service to the consumers through an experience. So when I say experience, I mean, making the consumers a part of the product experience to make it relatable.

A successful experiential marketing campaign or ad, will focus on maximum customer engagement. This happens because of the concept behind it, which touches the right chords of a consumer, making them more involved in the process of the campaign or the ad.

With many brands resorting to Experiential Marketing today, deriving an experiential idea comes from daily life situations or a brand provides a new-found experience by establishing an emotional connection with the consumers.

For Mother’s Day 2017, Mankind Prega News came out with a new concept for their ad. This time they chose to go down the road of experiential marketing and produced an experiential concept that struck the chord of emotional connection with working women. If you have missed it, have a look!

In India, most working women are engrossed in their jobs, struggling to find work-life balance, while they work even during their pregnancy to make all ends meet, so that, they don’t fall short due to this crucial time. This is the time when women should be stress-free, and as much possible comfort should be provided to them. This is the exact thought that Mankind Prega News aimed to convey through their ad, so as to ensure maximum customer engagement by an emotional connection and appeal of their concept.

To connect more with its users, i.e. women, the brand launched a new campaign targeting the corporate work culture, where experiential marketing paved its initiative, called as, #YourSecondHome.

How is #YourSecondHome an Experiential Marketing initiative?

“Becoming a mother is hard, we’re just trying to make it less difficult for you”. – #HappyMothersDay from #YourSecondHome, Mankind Prega News

Well, if you carefully examine the plot of the ad film, the campaign focuses to bring a little change for the ‘moms-to-be’ at the workplaces to ease their lives in their office during the most difficult time of a woman’s life.

After all, apart from home, the office is where an individual spends most of his/her time today, none can deny it to be their second home. Through this ad, Mankind Prega News aimed to bring a positive impactful change on the mindset and in the working culture of corporates.

The note in the ad reads ‘Happy Mother’s day from Your Second Home’, which was an experiential marketing concept hitting two birds with one stone, i.e., Mother’s Day and the outline idea of Mankind Prega News.

Mankind Prega News, the leading brand of India, in its category, knew how to promote their brand across this time, after having celebrity endorsements done by Kareena Kapoor and Shilpa Shetty Kundra. This time the idea was to find more relatable grounds with the consumers; which implies the awareness of the brand towards executing this experiential marketing campaign in the name of #YourSecondHome, i.e. relevance of the product with a celebrated occasion, establishing emotional connection with the consumers and a concept that ensures maximum customer engagement.

Although, the situation of having a pregnant colleague in office is not unique, and seeing them juggle between responsibilities of herself, her work and her family, has always made us think to help them, take off some load but what has a corporate organization done in understanding her difficult phase? So, when anyone looks at this ad, he/she understands that our workplaces also need to be equipped for her new life, which is also the signing-off line in the ad.

Through this ad, Mankind Prega News is not promoting their product, but promoting an experience associated with their product. Now that is Experiential Marketing!

Earlier, the brand was focused on the delivery of the product but now, it’s directed itself with creating an emotional connection between the brand and the consumer, by encouraging a relevant issue, which has led to over 10 million views of customer engagement; because the brand understood that if it has a good communication content, it can create more impact than any celebrity endorsement will. Now if that isn’t Experiential Marketing, then what?!