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Digital Marketing strategy of Badshah Masala during IPL

Badshah Masala is an Indian manufacturer, distributor and exporter of ground spices and spice blends managed by Jhaveri Industries and is based in Mumbai, Maharashtra. Badshah Masala is available all over India and is also shipped internationally to various countries across the globe. The manufacturing unit is located at Umbergaon, Gujarat and is supported by the administration office in Mumbai.

Today, Badshah Masala is a brand name synonymous to superior quality and widespread acceptance and has become a household name in India. In the FMCG industry, Badshah Masala not only holds its position due to the legacy of the brand and loyalty of the consumers, but also because of a well engaged digital media presence and an ever interacting campaign plan. The brand has invested the right kind of efforts in utilising digital media over electronic media and has been able to engage with millions of Indians and brand connoisseurs across the world.

The digital media platforms such as Facebook, Instagram, Twitter & even LinkedIn are usually full of Badshah Masala’s campaigns. In the spices industry, the brand has become a pioneer in involving digital media and leveraging various events / festivals / activities happening in our country to gain traction and engage with the users. In this era, the netizens are very impressed with Badshah’s strategy and are rightly engaging with the brand on all platforms.

One of the recent campaigns run by the brand, #BadshahKeSaath, has seen an impression of over 10 million individuals and has an engagement of over 1 million people. This simply means that the right kind of investments at the right place can result in a fair growth for the brand. This is what Badshah Masala is doing during IPL 2019:

For user engagement and interactions, a campaign has been designed by the use of #MasaledaarIPL in which users are requested to share their IPL moments and tag three of their friends. This has generated over 10 lac organic impressions and over 1000 comments of users in a total period of less than 20 days. When users share their moments, they are also connecting with the brand and building a story along with the products.

Of course the engagement is incentivised, meaning that the users who share their IPL moments get a chance to win an exclusive hamper from the brand. A small give away such as a good hamper helped the brand gain an unprecedented traction and a great user interaction which is worth sharing. Each week, the brand declares two winners considering parameters such as content quality, number of shares / likes, reach of the post, etc and delivers the hampers to the winners after declaring them online.

Cherry on the cake is their daily posts in which the brand asks users to guess which team would win the match on that particular date. These posts are not incentivised with any giveaway but adds to the overall traction for the brand across various social media platforms. This has helped in creating an added visibility and digital sales growth for the brand.

With their innovative strategies and timely use of digital media to gain eyeballs and create a buzz around the industry, Badshah Masala is surely on the top of it’s game. Check out their #BadshahKeSaath which has been trending hashtag in the industry and has garnered a multifold reach for the brand.

By Saurabh Pacheriwal, Co-Founder & Captain, Gemius

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