Up to 500 salespeople of Harsh International, the maker of the Rs 100-crore Woosh detergents, are out in the market sporting masks embossed with ‘Woosh’ and ‘Woosh kare khoosh’. Such masks are also being distributed by Woosh’s salespeople to retailers they frequent for their store staff to wear. Harsh International MD Yogesh Jain said, “A mask conceals the face. But if a mask has the brand name on it, it gets a good recall. The impact has been good for our brand.”
Woosh, which has been endorsed by actor Kajol, is a mass brand in laundry, competing with the likes of Ghari. The company claims to have a market share of 15% in Punjab, where the brand is said to be performing well.
Dynamic Conglomerate, which came up with ‘Fingers’, a new-age consumer electronics brand, is another firm that has provided its employees in the field with masks displaying the brand name. “A mask is a prominent place to display a brand. People may miss out on a logo or brand name on your T-shirt or sleeve, but they cannot miss seeing it on a mask. It’s certainly a conversation starter,” said Dynamic Conglomerate CEO Sandeep Parasrampuria.
Fingers, which was launched a year ago, sold one million products in seven months. Like most others, the brand hit a Covid-hurdle during the lockdown, but Parasrampuria said demand for the product is returning with people working from home and making online purchases. “The situation does not look so scary now,” he added.
According to Samsika Marketing Consultants founder-CMD Jagdeep Kapoor, there are four advantages that come out of such a strategy — brand recognition, safety & hygiene, brand recall in the retail market, and enhancement of the salesperson’s self esteem. “A branded mask does the task,” said Kapoor, who has recommended the branded mask strategy to all his clients.
It has also been adopted by firms planning to launch a new product or campaign. Mahak Group CEO & MD S K Jain said, “We recently launched a mint variant for our ChocOn brand of candy and we are using the mask strategy as part of our below-the-line activity. Since the mask is at the eye level, the visibility among shoppers on seeing the retailer wearing our brand of mask is good.”
AMA Herbal Laboratories, a Lucknow-based natural dyes maker, which is getting into health, hygiene and immunity booster products, has been able to ensure its employees stand out in the crowd of other salespeople when they visit a shop to market their products, with the masks highlighting the brand name and the tagline of the company. “The recognition of our sales people is certainly faster with the branded masks. This has provided an edge to our company,” said the company’s founder-CMD Yawer Ali Shah.