A renowned electronics brand, much of Shahs’s 75 years of history is tied to the city of Chennai. Serving several generations over the course of 7 decades had transformed Shahs into a landmark that is uniquely Chennai. But with the infiltration of online retail, it was becoming harder for the brand to retain the same significance in its customers’ lives. One MG’s team intercepted at this crucial juncture to give Shahs’s brand communication a much-needed makeover with special focus on its digital presence - not just to boost relevance but find memorable ways to connect with Chennaites.
Over the course of two years, our takeaways evolved with Shahs. We managed to unlock better footfalls, leads, month-on-month conversions with integrated advertising strategies - including radio and outdoor advertising - and ushering social engagement by leveraging memes, contests and reels. For instance, throughout the IPL season, Shahs augmented conversations with a well-rounded strategy.
To raise the RoI a notch, we took charge of lead conversions across all social media platforms and campaigns through a dedicated voice support team - delivering a consistent communication experience for the leads.
Diwali in Chennai commences one of the year’s biggest sale seasons - in the midst of all the noise, how do customers know where to find value? On further reflection, our digital marketing experts we discovered the best way to convey the seriousness of our deals was by taking a comic detour.
After ‘Cooku with Comali’, comic Pugazh reached cult status - commanding the adoration of a million fans across the country (and further). In collaboration with Pugazh, Shahs launched ‘Comedy Illa, Idhu Dhaan Real Deal’ - a campaign that capsized his comedic relatability to share an important message: that Shahs’s Diwali deals were the real deal. Pugazh’s message inundated everything from Instagram and Facebook timelines to a billion homes through TV screens and OTT platforms to generate
