Youva recently launched their new campaign which is called “Get Well Soon India” where kids are seen creating a ‘Get Well Soon’ card for the country. This campaign brings out the innovativeness in children and at the same time spreads a positive social message targeted at generating health awareness. The campaign went live on all the social media platforms of Youva.
Abhijit Sanyal, Chief Strategy Officer, Stationery Division, Youva from the legacy brand of Navneetspeaks to MediaNews4U on the campaign and much more…
The campaign ‘ Get well soon India’ made you come out with this campaign now?
Essentially- topicality and being the hot current topic. We have developed this campaign as an innovative way of communicating few key pandemic-related messages in a highly likable manner – through children. The idea was not to be preachy at all. And it resonates with Youva’s credo of Think-Create. Youva believes that there is a ‘creator’ in all of us – and this campaign is an exposition of how children can create an innovative way of highlighting key and pertinent social messages. The children use Youva products to design a ‘Get Well Soon India’ card – wishing the country a speedy recovery from the pandemic. The beauty and innocence expressed through their efforts – reverberates with the ‘honest approach’ of Youva – as epitomized in its products and communication.
What will be the brand’s marketing initiatives in the new normal?
The marketing thrust is on social media – with the emphasis being on credible and relatable communication – that helps build a connection with the brand. And, of course, continue to be relevant for the consumers – by associating with subjects of great interest – hence, the “Get Well Soon India” campaign from Youva. Given the huge upsurge in social media consumption in the last 15 months – the objective of Navneet Stationery is to be visible and relevant on different platforms while communicating brand stories. Also, tutorial-based learning has become the New Normal, and the recently launched Youva Originals Series teaches drawing and sketching tricks to children through artists & art teachers.
How will this campaign be marketed as this message is the need of the hour as we step into the new normal?
Specific to the “Get Well Soon India” campaign from Youva – we will be present on popular and relevant platforms for our Target Groups, like Facebook, Instagram, and YouTube. We are getting good viewer engagement on all platforms.
Today as schools are still shut and children are the most affected, what will be the initiative by the brand to get children out of this gloom?
Offering an innovative, exciting, and value-added range of new products that bring a cheer to all children- highlighting the special features while ensuring the appropriate brand connect; and through feel-good campaigns that relate emotionally and in a relevant & topical manner with them.
Way forward for the brand?
This is a bit of a wait & watch scenario, as we are all aware. Thrust will continue to be on social media as long as partial lock-down and other restrictions continue. This will be coupled with controlled on-ground visibility, which will keep increasing as consumer traffic into retail displays signs of revival. Once we reach a semblance of normality – with educational institutions reopening for all classes, we could be evaluating recommencement of communication on mass media too.