In-house teams enable faster decision-making & give more control: Tanveer Khan on Dunzo’s marketing blueprint

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by Samuel Pordengerg Jun 5, 2023 News
In-house teams enable faster decision-making & give more control: Tanveer Khan on Dunzo’s marketing blueprint

Karuna is named Karuna.

There are a lot of mangoes in summer. There are power cuts in Tier II and III cities. The pain points that consumers go through every season have been mirrored in Dunzo's marketing. The mango reel was one of the most popular pieces of the season.

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To connect with their consumers on a day-to-day basis, thelogistics brand tries to find small moments that evoke emotion in consumers. They have gone beyond just Mondays and Fridays. Dunzo looks for pain points that will help him understand the consumer.

Dunzo is talking about power cuts and how they can help consumers find a light in the dark. People who are facing power cuts will be offered discounts by the platform.

We wanted to do something that was based on summer. There is a lot of angst and frustration during power cuts. It has to do with nostalgia when we were growing up, that's what the campaign is about. In an interview with Social Samosa, Tanveer Khan said, "Our insight was to understand how to incentivize our consumers and become the source of happiness."

The campaign will last for a couple of weeks and could be extended.

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Dunzo began as a group on the messaging app. The CEO would deliver the orders to himself. Word-of-mouth was Dunzo's first marketing medium.

Dunzo's brand image began to develop on social media. Dunzo was able to gain loyal consumers and lock horns with its competitors through the use of timely posts.

The first large-scale campaign was launched in August of 2021. The campaign talked about challenges faced by consumers related to their groceries and featured their mascots.

Khan says that the Dunzo campaign was based on nostalgia and insight. We always deliver content that is based on insight. It should be relevant to you and relevant to our audience, and it should be shared with our audience. Nothing like a wheel of nostalgia can be added to it.

Dunzo has a print strategy that is nostalgic. They try to bring you back to your childhood days by sharing Snakes and Ladders and other memories from those golden days.

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Their social media platforms are also covered by this strategy.

“We are on a path to profitability, where every dollar that we are spending has to be very thoughtful, strategically defined and draw some ROI. That’s why the marketing channel that we choose is very specific to the ROI we are looking at generating.”

Tanveer Khan

The brand was able to reach its desired level of awareness a long time ago. Performance marketing, social media marketing, in-app communication and emailers are some of the channels it is using. As Dunzo focuses on profitability, they will use these marketing channels to generate return on investment.

  • Instagram – 107K
  • Facebook – 154K
  • LinkedIn – 321K
  • Twitter – 23.9K
  • Youtube – 30.3K

Dunzo uses mascots and moment marketing to connect with consumers. Not every moment of the day can be found on social media platforms.

Social Samosa

Khan says that one of the smart content pegs is for users to understand. There was a recent same-sex marriage post. There is a post on celebrating the Indian cricket team. There is a balance between niche and massy. It's based on our feelings. We don't have anything that can help us theorize the virality of it.

Dunzo looks at all the social media conversations and compares them to their target audience.

Their target audience is mostly 25-34 year olds.

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There is an eclectic mix of characters in the mascot universe. There are six Indian mascots in the brand, two partners, two merchants and two customers of different genders and religions.

They came at a time when mascots were being considered a dying art. The mascots of young brand Dunzo became their brand identity in a short period of time. They are featured in reels dancing, riding around the pot-ridden roads of India on their app, and passing funny comments on billboards.

Some industries have tigers working in them. It is a trust-deficit market and people like to have faces that are associated with the brand. The seriousness of it can be taken away by using a mascot there. Khan said that you have to define and understand what business you are into and if creating a mascot will help you get that awareness for your brand.

Dunzo has created a strong association with consumers thanks to mascots. Khan said that mascots should be given space to grow and that marketers should be patient with them.

Dunzo reels strategy is delivering trendy content and essential entertainment.

The core of the Dunzo brand is its humor and it is woven into every idea and piece of content.

One format on the photo sharing site doesn't have longevity. The attention span of consumers is falling. You get more reach and impression from the reels. In theimples and mango post, we used motion graphics in 2D as well as 3D mascot and live-action content. We don't rely on one vertical of creativity, we mix these with strong insights Khan says that users shouldn't feel like they're stuck with the same old stuff.

Dunzo reels have the same colour scheme and characteristics as mascots.

The brand does it all in-house. It's a money-saving strategy that's meant to expedite the turn-around process and not miss any windows of opportunity.

On why the brand has not chosen to go with an ad agency, Khan says, “In-house gives you the liberty to do anything, decision-making is faster and you have more control.”

This is how they keep up with marketing. It costs almost the same and the reason behind going in-house is to save time.

Dunzo went live with their national-level campaign after becoming an Indian premier league sponsor. Dunzo paid homage to the 'late fridge' with a quirky campaign.

The conversation in the quick commerce space was getting heated as the teams competed for the golden cup in 2021. Delivery minutes became a topic in the ads of several companies.

Dunzo offered 19 minutes delivery instead of the 10 or 20 minutes promised by its competitors.

The campaign was called 'QR code'.

In those two months, we grew rapidly and exceeded our targets. The main goal was to get our existing users to transact with us. We spent a lot of money last year and we wanted to be smart about building our content. Social media, in-app assets and digital if you're not using TV as a channel are some of the important things we identified.

The category's marketing strategy changed in the year 2000. According to a report by Redseer Strategy Consultants, prominent Online Food Delivery Platforms (OFD), in continued stride towards profitability, opted for a different marketing approach.

Dunzo used its in-app splash screens, which are its most viewed assets and generate a million of views in a week, to hyper-personalise them for different cities.

Track orders were the second point of contact. Dunzo moved its visuals from the road to the stadium. People were cheering for the mascot as he crossed the stadium. The consumer watched as the mascot rang the doorbell.

Dunzo wanted to connect with in-app users.

Dunzo will be focusing on social media content and performance marketing in the future. For a few months, the brand will stay away from large marketing campaigns and focus on serving its current consumers.