Novamax Appliances, a home appliance brand, earlier this year announced the onboarding of aactor and director Saurabh Shukla as the official Brand Ambassador. This partnership feels like a real milestone in the company’s brand journey, and it helps strengthen its presence across Indian households, as well as deepens its connection with consumers nationwide.
Saurabh Shukla is known for his versatility, genuineness and the lasting pull that seems to work across generations too. He reflects the same ideas behind the brand’s reliability, performance, and trust. Through this association, Novamax Appliances wants to raise consumer involvement while staying focused on what it’s bringing like smart, well-made home appliances that match the shifting routines and needs of modern Indian families.
Over the years, Novamax Appliances has built a solid reputation for dependable cooling and home appliance solutions. They manage to mix advanced technology, strong energy efficiency, and customer-focused design, which honestly feels very intentional. The collab with Saurabh Shukla also lines up with what the company is trying to build a more relatable and trustworthy brand identity.
Medianews4u.com caught up with Harshit Aggarwal Founder, CEO Novamax Technologies
Q. How does Saurabh Shukla fit into your air cooler story?
Saurabh Shukla brings a unique blend of credibility, authenticity, and pan-India appeal that matches well with our brand philosophy at Novamax. Our range of products is aimed at common Indian households that require performance, reliability, and cost-effectiveness in their products, which Saurabh represents by virtue of his own character and work.
It is not just a case of celebrity endorsement but also about winning the confidence of our consumers in both urban and Tier II & Tier III locations. As we keep on growing, the connection he shares with various consumer segments will help us in reaching out to millions of Indian consumers with innovative and durable cooling solutions.
Q. Will there be any change in the media mix this year?
Our media approach is also adapting with the change in consumer behavior. TV still remains an integral part of reaching mass awareness, particularly during the summer months, but digital media will play a significant role in influencing purchases as well.
In the current year, we will continue to expand the investment in YouTube, connected TV, regional digital, influencer partnerships, and performance marketing. We will create more vernacular content for connecting with our consumers in various regions. Rather than just one channel, our goal is to create a complete media ecosystem that ensures mass awareness and engagement.
Q. How would you describe the current consumer sentiment compared with the same period last year?
The current consumer is very much educated and value-oriented when compared to last year’s consumer. Although cost is still an important criterion for the consumer, they are now considering their purchase more for longevity, energy-saving, warranty, post-sales service, and value.
The Internet has also played a role in making consumers very educated, as they are comparing features, reviews, and costs before buying the product. There is also a rise in demand from emerging economies where expectations have risen fast. Consumers are buying more sensibly, and they are ready to spend on a brand that is good and reliable.
Q. For a consumer durable brand like Novamax, how do TV commercials and YouTube ads play different roles in influencing purchase decisions?
TV and YouTube play a similar role, but in a complementary manner when it comes to the overall marketing approach we adopt. The TV platform is still an important tool to develop credibility, generate mass awareness, and reach out to families in peak buying times.
Meanwhile, using YouTube will help us to communicate with consumers through product demonstrations, regional languages, customer testimonials, as well as message personalization depending on the audience’s preferences. This is due to the fact that consumers tend to gather information about products online nowadays, and thus, digital platforms will help us to satisfy their needs.
Q. Why focus so much on Tier II and Tier III towns right now?
Tier II and Tier III markets are likely to become the future growth drivers for the consumer durable industry in India. Increasing income levels, better infrastructure, growing use of technology and increased brand awareness demonstrations are changing the consumer behaviour in these areas. Consumers from these markets are in search of products that offer good quality, affordability and reliable after-sales services.
At Novamax, we have improved our dealer network and distribution infrastructure to suit the requirements of these consumers. Our product range has been developed after considering their requirements and hence they make an ideal choice for our expansion plans across the country.
Q. Eco-friendly and affordable sounds tough together. How will you fulfil that brand promise while improving the P&L?
We feel that sustainability and affordability are two concepts that do not need to conflict. The way we plan to do this is by investing in cost-effective production processes and innovating our product designs in order to make the production more energy efficient without adding too much to our expenses.
Because of economies of scale and increased efficiency, it becomes possible for us to produce less wastage, make better profits, and provide environment-friendly products at affordable prices.
Q. When does advanced smart tech roll out across all products?
The development of our technology road map is driven by consumer demands and not the industry trends. Our company will introduce smart technologies phase by phase depending on evaluation of consumer demands, cost, and ease of use. Smart technologies that enhance convenience, energy saving, and product performance will take priority.
Technologies introduced for marketing purposes will not be accepted; each new technology should address a consumer need. With expansion of the product portfolio into newer product categories, the incorporation of smart technologies will increasingly become an important aspect of the products.
Q. A 25% online sales jump was achieved. Can you keep it going?
We are confident that we will be able to maintain this positive momentum as consumer durables buying behavior continues to remain favorable on the Internet.
Our efforts are towards building relationships with major e-commerce players, growing our Internet-only products portfolio, optimising our product content, and making customers happy with fast services and support.
In addition, we are investing in digital marketing, consumer insights and data analytics to optimise our campaigns and increase conversions. Although achieving good growth rates is more difficult when the base grows, there is still good room for growth in Internet sales.
Q. How do you balance brand building with performance marketing?
We consider brand development and performance marketing to be two different but complementary elements of one process rather than completely distinct activities.
Brand marketing campaigns create trust, brand recognition and preference among consumers, whereas performance marketing enables us to track results, optimize campaigns, and get real business results.
The goal of Novamax is to have the right balance by developing not only brand equity but also sales at the same time. Consumer insights and campaign analytics are used as the basis for our media decisions, making sure that all marketing spends bring value to our business.
Q. Will predictive analytics make it easier for you to effectively spread out ad spends during the crucial festive season?
Definitely. Predictive analytics is turning out to be one of the crucial tools that will help us in making smarter marketing decisions during high-demand periods like the festive season.
With the help of predictive analytics, we can analyze past sales trends, regional demand, consumer behavior, campaign performance, etc., and allocate budgets more efficiently across regions and media. Moreover, with the help of this technique we can optimise campaigns in real-time so that marketing budgets are utilised in a much better way.
