How Social Panga strategises to be true brand custodian and solution-focussed

India’s leading fashion brand Reliance Trends recently partnered with a creative marketing and advertising agency, Social Panga, to release a unique campaign for the winter.

Winters in North India, especially Delhi, hold a different feeling for the public and this integrated campaign attempted to capture the essence of winter and high fashion in Delhi NCR. Thus, the Metro was chosen as the perfect location to resonate with the city.

The film has been executed by production house The Yellow Shutter, which aims to bring the best of everyday high fashion to the audience, turning the very lifeline of the city, the Metro, into a ramp.

In conversation with Adgully, Gaurav Arora, Co-Founder, Social Panga, speaks at length about the OOH advertising trends and the spending behaviour of B2B brands. He also shares other campaigns led by Social Panga.

This campaign was also promoted in print, OOH, etc? How was the overall response?

We conceptualised this campaign with an overall integrated and holistic approach with different touch points like print, video, social media, etc., and aligning it to the core thought process and communication message as simple as “Winter is here”.

For this we did an extensive and interesting production and photoshoot in Delhi NCR at real locations of Metro trains to capture the essence of Delhi winter. And the print ads also went with the aligned thought process as of the film, though just in a more accentuated way.

Overall, the response has been welcoming. While for video, on YouTube itself the overall views have been more than 4 million and counting. And with influencer engagements on social media, the campaign is only spreading wider.

Has Social Panga used this kind of strategy for any other campaigns prior to Reliance Trends?

We believe that brands are looking for solutions, and it can come from any way of advertising – traditional advertising, digital marketing, media buying, production-based, consumer experience or tech innovation etc. We pick the right combination of mediums and plan for our various brand partners.

Brand Moat X Target Audience X Desired Communication X Relevant platform. It allows us to be true brand custodian and solution focussed.

We had executed many such successful campaigns for brands like Nestle Maggi, Manipal Hospitals, Flipkart, Amazon, Pepperfry, Emami, MamaEarth and even for Trends themselves, for Diwali last year.

Have B2C brands gone back to spending like in the pre-Covid times?

With most cities opening their schools, colleges and offices, people have started stepping out with confidence once again as things are getting back to normal. Brands are back to spending like before or even investing more to catch up on the last 2 years. We have noticed a lot of marketing and advertising spendings are happening across sectors.

Seeing this as an opportunity, brands have definitely started to spend the same if not more than the pre-Covid times.

How are advertisers and marketers going the extra mile to showcase the brand’s work to their consumers/ target audiences?

Anything and everything around us these days is a medium of leaving a message that makes the target audience think about a brand or a product. The luggage trolly when you go to catch a flight, the road that you walk on, SMSes, pop-ups on phones, influencers you follow on Instagram, web series that you watch on OTT platforms, even the news articles we read these days are being smartly turned into a medium to showcase a brand’s work. And as we speak, every day a new medium is thought of to get more attention to brands creatively.

Advertisers and marketers are capitalizing on this in smart and innovative methods.

Other than this campaign, what are the other recent successful campaigns done by Social Panga? Could you mention some?

Oh, there are quite a few successful campaigns we have executed. Here are a few of them:

1. Zepto: Leveraged short videos format for IPL 2022. Super innovative vertical format, split screen output to communicate speed and convenience of Zepto for any delivery.

https://www.youtube.com/watch?v=RqNnvty00Kk

2. Mama earth: A tech collaboration with Truly Madly Deeply for Mama earth on the occasion of Valentine’s Day. #TrulyBeautifulME campaign to go deep with the overall thought process of “Goodness Inside”.

https://www.youtube.com/watch?v=iNDtxtRMgBQ

3. Tally: We executed a Diwali campaign around the thought process of “Tarakki Khushiyon ki”, spoke about the thought process that growth and profitability are not always related to business and work.

https://www.youtube.com/watch?v=VDBZzqv-zQM