About the Client
Being one of India’s leading media conglomerates, this organization has been a pioneer in the industry since its establishment. It operates a diverse range of media platforms, including newspapers, television channels, digital platforms, and magazines. Its flagship publications include a leading Bengali newspaper and a well-known English daily. The group also owns popular TV channels delivering news and entertainment in multiple languages. Renowned for its credibility and innovation, the organization plays a significant role in shaping public opinion and remains at the forefront of Indian journalism.
1. Objective of the Study
The study aimed to assess the effectiveness of the Gaane Mishti Campaign in penetrating the Bengal market, blending Bengali culture with the client’s brand, and promoting a unique fusion of traditional Bengali sweets with most popular chocolate. The specific objectives were:
- Evaluate campaign awareness and market penetration.
- Understand consumer perception and behavioural shifts.
- Assess campaign impact on brand perception and sales.
- Gather actionable insights for future campaign optimization.
2. Scope of Work
The study covered:
- Evaluation of campaign components such as music, cultural representation, and product integration.
- Analysis of consumer engagement channels (e.g., YouTube, Facebook, sweet shops).
- Comparison of traditional Bengali sweets versus Modern Mishti.
- Examination of campaign recall and purchase behaviour.
3. Key Findings
The campaign achieved high digital awareness, particularly via YouTube and Facebook, supported by sweet shop branding and word-of-mouth. Consumers appreciated the blend of Bengali cultural nostalgia with modern branding, and younger audiences showed increased preference for Modern Mishti, fostering stronger emotional ties to Bengali culture.
4. Conclusion
The Gaane Mishti campaign successfully bridged cultural and brand gaps, resonating well with Bengali traditions while promoting modern branding. Continued innovation and strategic market expansion will further solidify client’s position in this niche market.
This comprehensive evaluation provides a roadmap for optimizing future campaigns, ensuring alignment with consumer expectations and cultural values.
