Adgully Exclusive | Third party formats communicate rational information with consumers: Buchanan Group's Sanjeev Singhai

Buchanan Group, the global provider of premium, branded advertising vehicles, offers unique solutions to companies looking for ways to inform, explain, educate and to generate sales results. The Group offers tactical advertising processes to leading packaged goods marketers across the globe. Over the last 22 years, they have developed an advertising process that relies on delivering to consumers, factual and relevant information about products without impacting on brand equity or creative messages and works along with thematic advertising of the brands.

Buchanan Group provides turn- key solutions in sales-driven third-party advertising. It also produces TV commercials using their proven methodologies, creates catalogues, sampling solutions, web-based advertising, along with new media advertising solutions. Some of the biggest brands in the world are regular uses Buchanan Group's information-based platforms.

In an exclusive chat with Adgully, SANJEEV SINGHAI, Business Director ' Indian Sub Continent, Buchanan Group India, spoke about the his company's working, best works and much more.

Speaking about the benefits that a brand derives by being associated with Buchanan group, he said, "Our tools help advertisers in communicating complex product stories to consumer, which in turn make consumer take an informed decision. A brand can step out of its tone and manner (which is used to build equity/imagery/engagement with consumers) and go back to the same consumers through a third party tool like Buchanan Group and communicate factual and relevant messages around the brand giving consumers a rational reason to purchase, thereby driving sales for the brand."

Sharing some of their best works with Adgully, in India and the continent, he said, "we have more than 1200 case studies from around the globe to support their claim - Buchanan formats works for brands. Stayfree Secure Dry, Cadbury Lil Champ, Junior Horlicks, Livon HairGain tonic are few examples in India".

Talking about the growth that the group views in the next two years, Sanjeev Singhai said, "with the increasing middle class in India, who have money to spend but looking for information on what to chose and what not, we see many more brands coming forward to use the third party formats of Buchanan to communicate rational information with their consumers."

Having said this, he also states the reason as of how some of the past experiences helped him in driving growth for the company. "Working in India has given a better understanding of what works in India and what doesn't. This learning has helped in optimizing the Buchanan formats to make it relevant for Indian consumers while retaining the basis essence of the formats", he added.

The Buchanan group holds a vision of helping consumers make informed of buying decisions. While signing off, Sanjeev Singhai, highlighted the edge that he brings in for his partners which could be clients or advertisers. "Buchanan formats are nowhere an attempt to replace the Brand thematic advertising, but tactical tools which fits in the overall marketing mix of the brands, helping them drive trials/ sales by delivering to consumers, factual and relevant information about products without impacting on brand equity or creative messages", he concluded.