Kerala is Open : Brand Re-launch

To create Brand Re-launch communication is an extremely challenge-able task out of above mentioned brand purpose. Here is a recent live example which can be considered one of the best Brand Re-launch strategic communication with CSR combination by Samsonite(Luggage brand): ‘Kerala Tourism’ – Effect of authentic Emotions.

We all know that Kerala is familiar with God’s own country & recently was disastrous with flood, suffered huge loss where family are mostly relying on tourism market. Samsonite India (Luggage brand) has taken this opportunity as a part of CSR by Re-launching the Kerala which is conveying message about ‘Safety, Trust, Ready to receive, we are back & we are open’. 

Television Commercial: https://www.youtube.com/watch?v=gpTMhLWUZCQ  (Kerala is Open)

At the end of campaign, Samsonite has highlighted very silently its luggage brand 'evoa'.

Excellent CSR campaign endorsed & explored by Samsonite India which is presenting the message of ‘Revive & Welcome back to Kerala’ that supports to build the ‘Trust & Confidence’.  In this campaign, Emotions are urging to visitors that break for Kerala which is directly touching heart of those who are die hard for Kerala backwaters, eco-tourism, wildlife sanctuaries etc. Moreover, campaign is executed on perfect time as Vacation period is very next to the month of November.

Television Commercial: https://www.youtube.com/watch?v=6zlertI6XkY  (It’s time for Kerala)

Emotional appeal is playing a vital role in advertising campaign which is being run on TV, Print, OOH,Radio, Digital, Word of Mouth, BTL promotional activities or any other. The most significant in advertising campaign that How to place & Execute emotions on right time along with the content. Emotions are playing multiple roles according to the branding purpose& communication such as:

  

Major Brand Purpose & Communication	Various Emotional appeal according to Campaigning  on TV/OOH/Print/Radio/Digital
(1) Branding / Corporate Branding	like highlighting only brand/corporate brand festival wish, Gratitude campaign etc.
(2) Brand Awareness campaign	Consistent highlighting brand on various place (likewise Sponsorship)
(3) New Brand Launch campaign	Campaign includes about new brand & its features
(4) Brand Re-launch campaign	Campaign like Revamp brand, presenting  the high level of confidence & trust
(5) Sale Promotional brand campaign	Campaign like for scheme/discount/contest/prize winning etc.
(6) Brand Recall campaign	Release various campaign with same message

In current market trend, many CSR branding strategy have seen but this can be a first integrate strategic combination between CSR with Brand Re-Launch as well as on the right time execution.

To make successful brand Re-launch, the aim should be Regain the Trust, Confidence & loyalty of Brand not only in the campaign but also practically too where consumers can get satisfaction. Always remember that Brand equity is relying on its commitment towards consumers.