Our growth culture prioritizes catering to specific needs of smaller town: Pooja Baid

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Versuni, a global leader in the home and kitchen appliances industry and home to the legacy brand Philips Domestic Appliances, has unveiled a new consumer campaign, conceptualized and created in collaboration with FCB, which is designed to encourage every Indian household to break the habit of using old, rusty, dusty mixer grinders and upgrade to a new, innovative option. Through a fun and relatable video, Philips has showcased its wide range of mixer grinders, which offer a significant upgrade with their low noise, powerful performance, and modern, aesthetically pleasing designs.

In this exclusive Ag Talk interaction with Adgully, Pooja Baid, Chief Marketing Officer of Versuni India Home Solutions Ltd. (formerly Philips Domestic Appliances), speaks firstly about Versuni’s rebranding and transformation journey. She also delves into the new consumer campaign unveiled by Versuni, encouraging Indian households to upgrade their old mixer grinders. It covers the creative process and media mix for this campaign. Baid also acknowledges the challenges of overcoming the familiarity and attachment people have to their old appliances, besides discussing current consumer trends in the home and kitchen appliances industry, other marketing strategies, and more.

It’s been almost two years since you have been associated with Philips Domestic Appliances, and the brand rebranded itself to Versuni last year. How has this transformation journey been for you and the brand?

The evolution from Philips Domestic Appliances to Versuni has been a thrilling journey, both for me personally and for our overall brand. While this is a new corporate identity, we continue to woo the consumers with our two legacy brands – Philips and Preethi. Drawing on their rich legacy of pioneering high-quality, consumer-centric products, Versuni embarked on a mission to redefine home living. Our goal was clear: to curate a diverse array of appliances that empower individuals to turn houses into homes.

Over the past two years, we have not only solidified our global presence, but also propelled ourselves forward by integrating cutting-edge technology into everyday home solutions. The rebranding to Versuni marked a pivotal moment, symbolizing our steadfast commitment to enriching daily life experiences through innovation. While navigating the transition presented challenges, our primary focus remained on ensuring our loyal customers embraced the new brand while attracting new audiences through insightful market research, innovative marketing strategies, and clear communication. The feedback has been overwhelmingly positive. Our team’s unwavering dedication and resilience have been instrumental in propelling Versuni forward, while customers have embraced our renewed dedication to enhancing their home experiences.

Personally, guiding this transformative journey has been deeply fulfilling. Leading such a significant rebrand required meticulous planning and a profound alignment with our core values and their tangible benefits for consumers. It is invigorating to be part of a company that actively shapes meaningful improvements in people’s lives.

Overall, the shift to Versuni exemplifies our capacity for innovation and adaptability, reaffirming our leadership in the domestic appliance sector. As we look ahead, I am genuinely excited about the future opportunities to build upon this strong foundation, continuing to innovate and elevate the way people engage with their homes.

Versuni, a global leader in the home and kitchen appliances industry, recently unveiled a new consumer campaign encouraging Indian households to upgrade their old mixer grinders. Could you tell us more about the concept and objectives behind this campaign?

At Versuni India, we recognize the kitchen as the heart of the home, where families unite and culinary dreams flourish. This core principle underpins our latest campaign, aimed at encouraging Indian households to simplify their home to amplify life, and upgrade to the latest technology for a significantly superior experience.

Understanding our consumers is paramount. During our research, we identified a significant behavioral pattern: the formation of habits central to consumers across various demographics. Addressing this, we crafted an engaging and relatable video that mirrors real-life scenarios faced by many Indian families. The TVC effectively illustrates the frustration of using a worn-out mixer grinder that has outlived its utility struggling to grind spices, followed by the joy and efficiency of a new, powerful model. This storytelling resonates deeply with our audience, as evidenced by the campaign video clocking 9.4 million views in just four weeks.

Upgrading to a Philips mixer grinder is not merely about replacing an old appliance; it’s about rediscovering the joy of cooking and creating lasting memories in your kitchen. Through this campaign, we aspire to foster a renewed appreciation for quality and innovation in Indian homes, enhancing every cooking experience to be more enjoyable and efficient.

Could you walk us through the creative process and the media mix strategy for this campaign?

As a consumer-driven brand, our approach began with a deep-rooted understanding of what resonates with our audience and their underlying pain points. For our latest campaign, developed in collaboration with FCB, we focused on the theme of habit formation and the potential for everyday improvements in household routines. Recognizing that in India, kitchens and their appliances hold a special cultural significance, we aimed to strike a balance between relatability and creativity, ensuring our message was engaging without being intrusive or culturally insensitive.

The campaign emphasized breaking away from entrenched habits to enhance daily life, particularly in the kitchen. This thematic choice was formed by our insights into consumer behaviours and preferences, ensuring our messaging would genuinely connect with diverse audiences across the country.

Deploying a strategic omnichannel approach, we maximized our campaign’s impact through a well-crafted media mix. This included targeted digital placements on platforms like YouTube, Facebook, and Instagram, tailored to reach specific demographics effectively. Additionally, we leveraged print media with customer-generated ads featured in highly circulated publications, enhancing our reach further.

How has Philips identified and segmented its target audience for the new mixer grinder series? What insights led to the development of this particular product range?

With a rich legacy spanning over 130 years in the consumer durable and domestic appliances sector, Versuni remains committed to a consumer-centric approach through rigorous research, analysis, and segmentation of our target audience. This approach was integral in identifying and segmenting the audience for our latest 1000 watt mixer grinder series, a cornerstone of our high-performance, user-friendly, and aesthetically appealing range.

Our strategy is to focus on engaging decision-makers aged 25-45, who not only influence new kitchen appliance purchases but also have a passion for cooking or rely heavily on their mixer grinders for daily culinary tasks like making chutneys, making large batches of batter in one go, grinding spices, and preparing smoothies. Through extensive research, we found that these consumers prioritize practical, efficient solutions that enhance their lifestyles, blending aspiration with pragmatism.

These insights were pivotal in the development of our new mixer grinder series, meticulously crafted to meet the evolving needs of modern Indian households. It boasts of powerful motor performance, versatility, and contemporary design – all offered at a competitive price point, perfectly aligned with the discerning preferences of our target audience. This strategic alignment ensures that Versuni continues to deliver innovative solutions that resonate deeply with consumers, reinforcing our commitment to enhancing everyday living experiences.

One of the challenges might be overcoming the familiarity and attachment our audience has to their old appliances. What strategies is Versuni employing to address this challenge and encourage consumers to upgrade?

At Versuni India, we see consumer behaviour, whether rooted in familiarity or habit formation, not as a hurdle but as an opportunity for growth and innovation. Our approach is to encourage consumers to reconsider their familiar habits, demonstrating that embracing change can lead to experiencing the benefits of advanced technology and enhanced functionality in our products.

Through our latest campaign, we have endeavored to shift perceptions and highlight that breaking away from entrenched habits can bring about positive outcomes. We are mindful of cultural sensitivities throughout this process, ensuring that our messaging respects and resonates with diverse consumer preferences and traditions.

Central to our philosophy is the belief that evolution does not necessitate abandoning the fundamentals. For instance, within our comprehensive range of mixer grinders, we prioritize delivering exactly what consumers value most: finely ground ingredients, lump-free mixes, and robust performance that ensure both efficiency and convenience in everyday use.

By aligning innovation with the foundational needs of our consumers, Versuni India strives to empower them with products that not only meet, but exceed their expectations. This approach not only drives technological advancements but also fosters a deeper connection with our consumers, demonstrating our commitment to enhancing their daily lives while honoring their enduring preferences.

What are some of the current consumer trends in the home and kitchen appliances industry that you have observed? How is Versuni adapting to these trends to stay ahead in the market?

In the rapidly evolving industry of home and kitchen appliances, several compelling consumer trends are reshaping the industry. In the rapidly evolving industry of home and kitchen appliances, several compelling consumer trends are reshaping the industry. Some pivotal trends that are shaping up in the home and kitchen appliances industry include:

• Premium and Efficient: Consumers are increasingly willing to invest in high-quality, durable products that combine functionality with a sleek form factor, even at higher price points. This trend reflects a growing preference for appliances that deliver superior performance and durability. There is a notable demand for innovative features, sleek designs, and advanced technologies that optimize user experience and align with modern lifestyle expectations.
• Design Aesthetics: Sleek, modern designs that complement kitchen aesthetics are becoming crucial for consumers. They are willing to invest in appliances that not only perform well but also enhance the overall look and feel of their kitchen spaces. Additionally, there is a rising preference for personalized experiences, driving demand for customizable features such as color options, modular designs, and appliances that cater to various cooking preferences and dietary needs.
• Powerful Performance: There is an increasing demand for appliances equipped with powerful and efficient motors. Consumers seek appliances capable of effortlessly handling tough ingredients like nuts, spices, or large batches of ingredients while maintaining durability and energy efficiency.
• Noise Reduction: Manufacturers are prioritizing technologies to reduce operational noise levels. Quiet motor designs and sound-dampening materials are being integrated to enhance user comfort, particularly in home environments. This trend has gained momentum with the rise of work-from-home and hybrid work cultures, where consumers seek appliances promising minimal noise disturbance.

At Versuni India, we are strategically adapting to these trends to maintain our competitive edge. We are integrating advanced smart technologies into our product lines, such as smart connected air fryers and air purifiers, to meet the demand for premium home solutions. Moreover, sustainability is ingrained in our product development ethos, with a focus on energy-efficient designs and eco-friendly manufacturing practices, including sustainable packaging solutions. We are committed to offering diverse customization options across our product range, ensuring that each appliance seamlessly integrates into the unique lifestyles and homes of our consumers.

Aside from this recent campaign, what other marketing strategies have you implemented at Versuni that have shown significant results?

At Versuni India, we’ve implemented a range of effective marketing strategies beyond our recent campaigns that have delivered significant results. One notable approach has been our commitment to a comprehensive, 360-degree marketing strategy. This strategy goes beyond highlighting product features to tell stories that deeply resonate with consumers’ aspirations, values, and daily lives.

For instance, our #MakeNotBuy campaign launched in 2023 exemplifies this holistic approach. It utilized a multi-channel strategy, leveraging digital platforms, engaging social media, strategic influencer partnerships, user-generated content, content marketing, product integration, and thought leadership. This campaign not only showcased our products but also connected with consumers on a personal level by addressing their desires for convenience and lifestyle enhancement. Additionally, we recently partnered with pop culture icon Orry and celebrity chef Ranveer Brar for the launch of our Air Fryer Signature Series. This collaboration was a playful yet effective way to demonstrate an air fryer's ease of use and versatility through engaging content that resonated with our target audience.

Looking ahead, we will remain committed to a consumer-first strategy, which includes ensuring our products and marketing efforts stay relevant and aligned with evolving consumer interests and demands. By delivering innovative products and meaningful experiences, our objective is to continue to strengthen our connection with consumers, contribute to a healthier and more sustainable future and make everyday life easy and comfortable for consumers.

How is Versuni catering to the market in Tier 2 and Tier 3 cities? What trends or behaviours have you observed in these regions that are shaping your marketing approach?

At Versuni India, we see immense potential in Tier 2 and Tier 3 cities and our approach to catering to these cities revolves around three pillars: consumer-centric innovations, omni-channel distribution, and growth culture. Consumers in these areas exhibit strong aspirations and a readiness to adopt innovative products.

We develop innovative products catering to the needs and aspirations of consumers in smaller towns. Our products such as Air fryers and garment steamers, are experiencing heightened demand not just in metro areas, but also in Tier 2 and Tier 3 cities like Lucknow and Guwahati.

We are investing significantly in these cities to ensure our products are readily available. This includes establishing strong partnerships with local retailers and distributors, alongside enhancing our online presence to cater to the growing preference for online shopping in these regions.

Our growth culture prioritizes understanding and catering to the specific needs of consumers in smaller towns. This allows us to tailor our marketing strategies and product offerings to resonate with their aspirations. By fostering this approach, we can ensure our products and messaging effectively connect with this crucial market segment.

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