Parveez Modak, Sr. Vice President, Hanmer MSL
A blog on the MSLGROUP Asia website that highlighted how females are redefining the consumer market in India caught my eye recently. It got me thinking about how several brands are innovating products and campaigns to capitalise on the purchasing power of the young urban Indian woman, one who is not afraid to celebrate her financial independence. It’s a sign of the times.
I’m not surprised, therefore, that it was this very consumer segment that helped Hanmer MSL bag the ‘Best Social Customer Relations Management’ award – for an eBay campaign – at the third edition of the Bees Awards recently. The Bees Awards is the first international social media competition honouring communications and marketing professionals, with campaigns from 40 countries in the running.
The eBay campaign stood out for its customer engagement strategy that identified women consumers as brand evangelists and developed rich, visual talking points to create a viral buzz. The campaign also established a strong customer relationship management mechanism that integrated Facebook with eBay’s processes.
MSL Nordics, meanwhile, won in the ‘Best Use of Alternative Tools’ category with the Ariel Fashion Shoot undertaken in partnership with Saatchi & Saatchi.
This made MSLGROUP one of four global agencies to have won more than one award at this year’s Bees.
Last year, MSL China was a finalist in the ‘Best Use Of Microblogging Platform’ for its work with IKEA, as was MSL Singapore in the ‘Best Relationship With Blogs’ category for Whisper’s ‘Happy it’s Here!’ campaign.
It’s a proud moment for Hanmer MSL’s social media team. Being the only Indian agency to win makes it even more special.