‘Bada Aasaan Hai’: IndiaMART Launches Its Brand Re-Positioning Campaign

27-Nov-2019

India’s largest online B2B marketplace, IndiaMART, has launched its brand re-positioning campaign with the tagline ‘Bada Aasaan Hai’. The campaign will be launched across all the IndiaMART platforms.

The campaign is centered around a brand film, that shows the story of an aspiring candle maker and a wedding planner. The film starts with a couple making candles in their house marking the start of their business. Parallelly, a wedding planner on receiving a gift request from a client uses the IndiaMART platform to look for a supplier stumbles upon the candle maker, who accepts the order and delivers it on time. The film ends with a scene that shows that both the wedding planner and the candle supplier in a well-established settlement. This goes on to show, that not only was it easy for the buyer who is the wedding planner, to look for a relevant supplier quickly, it was also easy for the supplier to expand his newly established business using IndiaMART.

The refreshed brand identity runs across multiple layers. While the tagline clearly states that IndiaMART as a platform is “Bada Aasaan”, which makes doing business easy, it also plays on the right strings that state, that with IndiaMART it is now easier for both the buyers and the suppliers to expand their business, ‘Bada banana bhi bada aasaan hai!’. IndiaMART, with this, aims to establish itself as a brand that is synonymous with the concept of ease of use. ‘Bada Aasaan Hai’ clearly resonates with the way the brand has functioned over the last two decades aiming at providing tech-enabled easy and cost-effective solutions to the millions of buyers and suppliers in the country.

Speaking on the campaign, Sumit Bedi , VP - Marketing & CX, IndiaMART InterMESH Ltd said, "IndiaMART’s new brand promise ‘Bada Aasaan Hai’ clearly resonates with the way the brand has functioned over the last two decades and is aligned with our long term mission to make doing business easy for the millions of businesses, by providing them tech-enabled, easy and cost-effective solutions. We have just scratched the surface, there is a huge scope for business inclusion, which will only be possible by encouraging digital adoption within the SME sector.”

He added, “The heroes of this campaign are the small businesses who are the backbone of the Indian economy. The brand film seeks to reinforce IndiaMART as the ultimate destination that brings in ease in doing business and shows how easily offline businesses can scale themselves using an easy to use online platform.”

Rajiv Dingra, Founder and CEO, WATConsult said, “We wanted to take the brand’s philosophy of providing a convenient & a faster online trading marketplace, ahead with a new yet convincing thought. Also, because the brand targets a mixed set of audiences including traditionalists, new-age entrepreneurs, CEOs & CXOs and employees, ‘Bada Aasaan hai’ perfectly fits with the brand’s easy-to-use interface and the legacy of helping businesses reach the top. It was our pleasure to assist IndiaMART in their new proposition.”

The film seeks to reinforce IndiaMART as the ultimate destination for the buyers and the suppliers to easily expand their business by using an easy platform.

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