BTL Baatein: Deepali Naair, Mahindra Holidays… Powered by VISCOMM

09 Jul,2015

Deepali Naair began her career in 1993 as Senior Officer at Tata Motors, following which she was Marketing Manager at BPL Mobile Communications. She has worked as Group Head – Account Planning at FCB Ulka, Marketing Manager at Marico and was a consultant with the EMM Group. After this she held the post of VP and Head of Marketing at HSBC Global Asset Management. Prior to joining Mahindra Holidays, Deepali was the Country Head – Brand, Customer Service and E-Commerce at L&T General Insurance. In October 2013, she joined Mahindra Holidays as Chief Marketing Officer. She also leads the Digital Marketing Training for the Mahindra group as a member of the Group Mahindra Sales & Marketing Academy. In 2015 Deepali was awarded the ‘Content Marketer of the Year’ award by DMAi for designing unique digital content to promote Club Mahindra. In 2014, listed Deepali as one of the top 8 futuristic brand heads in India. In 2013, Deepali received the ‘Leading Woman in Insurance’ Award and also “50 Most Talented Brand Leaders of India”. In her spare time she teaches at S P Jain Institute of Management and Research and is also a very keen social media influencer. In this edition of BTL Baatein, Deepali Naair in an interaction with Dyanne Coelho spells out the importance of BTL activations in the consumer goods and services space and explains how Mahindra Holidays keeps up-to-date.


Are there any specific products or services for which BTL activations are used at Mahindra Holidays?

We do a lot of activation programmes to engage with our members on a one-on-one basis. These are an integral part of our marketing mix.Some of the campaigns we have undertaken in the last financial year are –


1. The Suitcase campaign

We ran a special campaign where a locked suitcase was sent to 150 of our Mumbai-based customers that had booked a holiday with us using a gift voucher (GV) in the last one year. In order to unlock the suitcase, they had to invite our sales executive home for a product presentation. This activity was a great success with a response of 12%. The campaign won Gold at the DMAi India Echo awards and Silver Abby Award in the Dimensional Mail category at Goa Fest 2014.


2. Passport to Magical Moments

Passport to Magical Moments’ was a unique experiential event organized by Club Mahindra especially for kids at a suburban mall in Mumbai. Here, the kids along with their parents got a chance to experience the fun of a Club Mahindra resort and its myriad activities. Four destinations were showcased through four different zones /set ups – Goa, Kerala, Rajasthan & Dubai and each zone engaged kids with an activity that was representative of that Club Mahindra resort/destination – a simulated jet ski in Goa, meeting a virtual elephant from Kerala, rappelling down a wall and watching a live puppet show from Rajasthan and racing ATVs on the sand dunes of Dubai.


3. ‘Dil Dhadkne Do’ Meet & Greet for Members

We partnered with the latest multi-starrer, Dil Dhadkne Do, to promote our Cruise offer which was on from January to June 2015. As part of our association with the movie, we organised a Meet & Greet event in two cities – Delhi and Mumbai. At this event some lucky members joining the Club Mahindra family during the offer got a chance to meet and interact with the superstars of the film, including Farhan Akhtar, Ranveer Singh, Anil Kapoor, Shefali Shah, director, Zoya Akhtar, and producer Ritesh Sidhwani.


4. ClicPic

In an effort to socialise member experiences, Club Mahindra launched a photo contest at its resorts using Instagram. Members visiting the resorts were asked to upload their holiday photos on Instagram with hashtags. We have seen an overall increase in tagging #clubmahindra to pictures on social media.


Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

We do a lot of innovative work across different mediums in the ATL and BTL spaces. For these different activities we work with specialized agencies.


While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

Choosing a medium or vehicle depends on the objective of the campaign and the target customer one is aiming to reach. A successful campaign is not necessarily one which is present across all platforms and vehicles and is seen everywhere. While there may be a large number of vehicles available, the choice should be made carefully and based on its interactivity and effectiveness in connecting with the target customer.There is never just one solution that meets all requirements. Therefore the best measure of success is the achievement of the initial objective set at the beginning of the campaign.


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