Balaji Wafers, a local snack manufacturer based in Gujarat, India, possessed an illustrious history of producing delectable snacks. Despite their solid distribution network, the brand’s digital presence remained subdued due to a lack of digital acumen. Amidst the challenges posed by the lockdown, Balaji Wafers collaborated with Relier, embarking on a journey to redefine their digital identity, amplify brand awareness, and establish a global footprint.
Challenges:
Limited digital presence and awareness beyond Gujarat.
Need for a pan India and global appeal.
Leveraging social media for growth.
Harnessing trending conversations and news trends.
Capitalizing on the association with brand ambassador Ayushmann Khurrana.
Enhancing brand credibility through strategic alliances, such as the partnership with National Geographic.
Strategy and Execution:
Our team meticulously devised and executed a multifaceted strategy that breathed new life into Balaji Wafers’ digital persona.
The following key initiatives were undertaken:
Strategic Brand Repositioning: Recognizing the potential of Balaji Wafers’ products on a larger canvas, we overhauled the brand’s strategy to create a more inclusive and globally resonant image. This involved revamping social media posts and content to cater to a diverse audience.
Content Proliferation: To amplify brand reach, we adopted a proactive approach, increasing the frequency of social media posts. The entire spectrum of Balaji Wafers’ products was regularly promoted, with an emphasis on moment marketing and real-time participation in trending conversations.
Brand Ambassador Leverage: The strategic collaboration with actor Ayushmann Khurrana, as a one-time brand ambassador, was transformed into a viral sensation. The team’s meticulous promotional efforts augmented the campaign’s impact, effectively leveraging Ayushmann’s star power to enhance Balaji Wafers’ appeal. Strategic Alliances: The alliance with National Geographic, culminating in a captivating factory tour documentary, cemented Balaji Wafers’ credibility. We undertook the power of social media to maximize the impact of this alliance, thereby elevating the brand’s stature and resonance.
Results Achieved:
Expansive Digital Footprint: The team’s concerted efforts transformed Balaji Wafers from a local to a pan-India brand, significantly broadening its digital presence and awareness.
Enhanced Engagement: By astutely aligning with trending conversations and news trends, the brand witnessed heightened engagement on social media platforms, fostering a dynamic and interactive online community.
Influencer Synergy: The strategic collaboration with Ayushmann Khurrana, bolstered by Relier’s promotions, catalyzed widespread brand recognition and acceptance.
Credibility Amplification: The collaboration with National Geographic solidified Balaji Wafers’ credibility, effectively positioning it as a brand of substance and quality.
The transformation of Balaji Wafers’ digital landscape from local to global, coupled with the strategic amalgamation of influencer partnerships and credible alliances, stands as a testament to Relier’s expertise in redefining brand narratives. Our team’s impeccable execution, informed by strategic foresight, propelled Balaji Wafers to the forefront of the digital snack industry, bolstering their reputation and expanding their consumer base.
