SENNHEISER DARES CONSUMERS TO DISCONNECT
Sennheiser recently came out with its first television campaign for the Indian market. Saahil Kumar, Head- Marketing, Sennheiser India talks to us about the brand’s strategies to grow market-share in India, its interesting line-up of products and how they
Sennheiser has been in India since 2007 but has only recently come out with a high decibel campaign. What is the reason for this?
Sennheiser was a category shaper because when we entered India, there were no well-known headphone brands. People were happy with the bundled headphones they got with their phones. Once we entered the market, we had a good start and garnered a loyal consumer base in India. However, off late, there have been a lot of changes in the category and the latest trend is wireless headphones, a trend that’s bringing an altogether new set of audiences who are first-time headphone users. They might be people who had been staying away because they didn’t feel the need for wired headphones. It’s like a reset button for the headphone industry. We conducted a survey and realized that while people were aware of the quality of our products and liked the brand, it was still a functional relationship with our consumers. This made us realize the need to build an emotional connect with our consumers. Therefore, we thought it was a good time to reach out to this new set of people entering the category and build a connect. We decided to used TV because of its immense reach. We wanted to hightlight three things - the brand, the consumer whose story we wanted to be a part of, and thirdly, the wireless segment. Having said that, we want our campaign #DaretoDisconnect, to go beyond these three focus areas as well, because we want to turn this into a movement and inspire people to find that ‘me’ time in their lives.
What mediums are you using for the campaign?
We will be focusing on TV and Digital, along with smart partnerships with mediums like Radio. We will also be using a lot of social media, to build engagement with our fans and to garner usergenerated content in the hope of being able to encourage more people to disconnect from their daily lives.
Since you did not do a lot of traditional advertising to begin with, did word-of-mouth play a big role in popularizing your products in India during the early days?
We had an early-mover’s advantage. Initially, we made some really smart marketing moves. We came up with some targeted Digital campaigns and also used a lot of experiential to connect with consumers; given thne fact that headphones, as a category, needs to be experienced. Our in-store marketing worked in our favor. We alsol had partnerships with some of the top handset brands at that time like Nokia and Samsung, and they gave out Sennheiser headphones with their products to the consumers which also helped our case.
Your wireless range that starts from Rs 7,490 is priced at a premium. Are consumers showing an interest in investing so much in the category?
We have a wide range of products that are priced from Rs 1000 to Rs 45 lakhs. Interest in our