NU Media & Vijay Sales drive Surf Excel Matic cross-marketing initiative

The brand activation involved linking the purchase of washing machine at Vijay Sales outlets to the next obvious purchase, the detergent.

NU Media and Creative Solutions and Vijay Sales have come up with a novel idea of marketing connected products in a first ever cross-marketing initiative. “The retail point of purchase is a unique amalgamation of the sales process where the buyer, the means and the product come together, and when brands present themselves intelligently at this juncture, it results in better ROI,” states a NU Media release.

As part of its new customer development programme, FMCG major HUL’s Surf Excel Matic collaborated with NU Media and Vijay Sales to engage with the washing machine buyers at the stores. Linking the purchase of the washing machine to the next obvious purchase, the detergent. Having seen the positive offtake of this activity basis the research results which confirmed the ROI, HUL has decided to extend the association for another three years. “The entire concept is designed to subtly communicate to the washing machine buyer that Surf Excel Matic Liquid is for tough stain removal in the machines and also has a superior fragrance,” the release states.

Nilesh Kadam, Founder & Managing Partner of NU Media elaborated, “As exclusive partners of Vijay Sales we believe there are varied opportunities of creating meaningful experiences for customers; brands that understand this new paradigm are brave enough to invest in that one idea that matters”.

Vijay Sales issued a statement that said: “Our customers are paramount and we ensure they get the best; be it products, sales and after sales assistance, brand experiences and more. This association brought all of these together in what we believe to be a successful endeavor. We are really pleased that an FMCG brand finds pride of place in a white goods retailing space”

An HUL statement said: “Trust is an important aspect of brand allegiance leading to purchase, especially so when the purchase is a long term one. Through this experiential connect Surf Excel Matic Liquid became an integral part of the purchase cycle making the brand stay with the consumer for longer resulting in a positive uptake on sales as well”

NU Media a smart marketing startup has exclusive rights to sell static branding and DOOH at Vijay Sales across the country amongst other similar out of home opportunities.

A research linked to the activity yielded the following:

• 89% respondents confirmed using the samples.
• 36% respondents confirmed to have switched to Surf Excel Matic