We get the best engagement on Facebook & Instagram: Saurabh Agarwal, Kamdhenu Paints

Led by Satish Kumar Agarwal, Kamdhenu Group is the market leader in branded TMT bars; Kamdhenu TMT Bar is the largest selling TMT bar in the retail segment in India, with brand sales turnover of Rs 10,800 crore. Kamdhenu follows the franchisee business model to bring more transparency and dynamism to the operations of the company. The company has a committed chain of over 11,500 dealers and distributors in India out of which 7,500 are exclusive for steel business. Kamdhenu, being TMT experts, has also launched earthquake resistant Kamdhenu PAS 10000 Steel and Kamdhenu Nxt TMT Bar. It has been conferred with India Power Brand 2016, Asia’s Most Promising Brand – 2016, World’s Best Brand 2015 and 2017-18 among Asia & GCC for Steel as well as Paints.

Kamdhenu Paints, one of the leading paint companies in India, is a division of Kamdhenu Ltd. The company is credited for offering best-in-class paint products conforming to global standards. Its product portfolio under the brand Kamdhenu Paints – Colour Dreamz includes Exterior Emulsions, Interior Emulsions, Acrylic Distempers, Enamel Paints, Cement Paints, Wall Primers & Putty, Texture & Designer Finishes, Stainers, P.U. Wood Finishes and Metallic Finishes. Kamdhenu Paints has 4,000 dealers and distributors spread across the country.

In a freewheeling conversation with Adgully in our new column – MARKETING MINDS – Saurabh Agarwal, Director, Kamdhenu Paints, speaks about their media and marketing strategies, the traction gained on social media, bringing on board Preity G Zinta as the new brand ambassador, and more.

You recently roped in Preity G Zinta as your Brand Ambassador. How do you think this collaboration will help enhance the brand’s pan-India reach?

We are a full scale one-stop building materials solutions company with an unique asset light franchisee model, more than 80 franchises units and 11,500 dealer/ distributors evenly spread across the country. To fully leverage the strengths of our Paints business, we have roped in Preity G Zinta, a successful actress and entrepreneur with a number of memorable movies under her belt. She is a perfect brand ambassador for us as she exemplifies our dream of creating a world with limitless possibilities for everyone.

With Preity G Zinta as a brand ambassador, our existing partners and customers across the partners can leverage her popularity to drive sale and will help us foster stronger relationships with potential partners and customers across the country.

What is the media strategy that you are looking at to maintain top of mind share?

Advertising is a powerful tool through which corporate messages and products can be showcased to various stakeholders. We will continue to leverage all advertising platforms to drive our message and keep our stakeholders informed and aware of our products. As such, having a well-known personality as a brand ambassador will help us drive more meaningful engagements and gain significant top of mind share across the country.

Could you tell us about Kamdhenu Paints’ overall social media strategy? How do you use different platforms? On which platforms do you get the best engagement?

Kamdhenu Paints’ overall social media strategy involves reaching its target audience with quirky content. We believe that different social media platforms can garner engagement and reach for our brand. Each platform poses different features, which helps our brand promotion. For example, Instagram comes with Insta Stories, which work really well for our brand when we run contest on the platforms. Similarly, Twitter comes with Fleet; also, we use unique hashtags on Twitter and post mostly on the tropical to garner response from our audience.

We get the best Engagement on Facebook and Instagram.

What are the new ideas for creating effective branding in a volatile world?

Being transparent in communication and product offerings helps one develop and maintain positive recall and a positive branding in the highly competitive market. Personalised communication and trustworthy product delivery are the basic keys to creating effective branding in this volatile world.

Given the constant flux in consumer behaviour, especially in pandemic times, what is your go-to strategy to understand your customers’ unique wants and needs?

At Kamdhenu, it has been our guiding principle to develop high quality products at price points that are affordable to the average consumer. The two must go hand in hand and one without the other is incomplete at best. In the highly versatile consumer segments and the changing consumer behaviour because of the on-going pandemic, our strategy remains the same as all customers want the best possible quality that their money can buy across different price range and buying capacities.


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