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Basil - IMC 2024

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18 views2 pages

Basil - IMC 2024

Uploaded by

vishnumundhra1234
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Basil confidential IMC Campaign 27-May-2024

Background:
DzignX Products Private Limited launched a new brand ‘basil’ in Feb 2024. The driving force behind 'basil' is
a fundamental belief that while our homes and lives have evolved, and kitchens have modernized, kitchenware
products themselves have stagnated, maintaining the same designs and brand stories of two decades ago.
With this realization, basil emerged, infused with the mission to inject excitement into this category.

The inaugural product from basil is a range of stainless-steel


bento boxes - a response to the growing demand from
mothers across India who are actively seeking plastic-free yet
good looking options for their children & themselves. These
individuals have been avidly following Instagram pages of
renowned brands like omiebox and planetbox, only to be
disappointed by their unavailability in India. Off-late, plastic-
cased bento boxes with stainless steel inserts have flooded the
market. However, these boxes do not live up to the
expectations on durability, functionality, or fashion.
Figure 1 Basil SS Bento boxes

With 'basil'(www.yourbasil.com), DZignX aims to bridge this gap in the market by


offering stylish and safe stainless steel bento boxes, catering to the discerning needs of Indian consumers.
Basil’s goal is to become the brand of choice for young kids and teens. To that end, the brand will expand its
portfolio in the long term to include other relevant products for this segment.

Target Audience:
Basil is a digital first brand with a strong focus on reaching urban millennials residing in metropolitan and
Tier 1 cities. The primary target audience comprises individuals with an annual income exceeding INR 700,000
or the top 10 million households. While the current product range caters to kids aged 5 and above, teens and
young adults, the medium-term plan is to expand the same to provide options for ages 0 – 12 years & teens.
In most cases, the woman in the household is the decision maker and the children are the influencers.
Persona Definition:

1
Basil confidential IMC Campaign 27-May-2024

Early Results & Product Portfolio:


Basil had a stupendous launch and went out of stock twice. The current product portfolio includes i) bento
boxes, and ii) water bottles. The brand will expand deeper into the bento box category and will launch multiple
products, all safe and good looking. The brand will also expand horizontally to newer categories.

Basil: Brand Positioning: The tagline of the brand is “Lunch has never been so fun”. The brand positioning
is centered around being perceived as cool and appealing to young kids, teens and their moms. Feel free to
change the brand tagline.

Channel Presence: Online only

Objective: Since it is in early stages, it is important for the brand to establish awareness & the right
associations (cool & not boring). Grow top of the funnel by generating awareness & establish right
associations for the brand.

Task at hand:

Communication campaign: Work on the entire communication campaign for Basil. The strategic elements of
campaign are long-term but plan for the campaign execution for the next 9 months (July-March), building
up to back to school’25. The campaign needs to be primarily online. The total budget is INR 10 lakhs for 9
months.
Positioning: Evaluate the overall positioning of the ‘Basil’ and narrow down on the campaign positioning and
message as well.

The objective of the campaign is to drive awareness & associations, so messaging is equally critical.

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