MUMBAI: Known for its celebrity brand endorsements, Best Deal TV was recently lauded for going ‘people first’ with its notable campaign on women empowerment. Best Deal TV now seeks out women entrepreneurs with the #WeRespect campaign Devised to shout out its new policy that offers women consumers to exclusively become its Direct Channel Agents (DCA), the campaign has already garnered a positive response.
A DCA’s role is simple. “Their job is to book orders for us from our mobile app or paper catalogue. For every successful order best deal pays a commission to the agent. We will also handle the advertising training for the fulfilment of the order,” informs Best Deal TV, CEO Raj Kundra.
Elaborating on the concept, Kundra says, “The idea was to empower women who were keen to create an income working from home or as a second job for further financial stability.” Given that the channel’s 70 per cent target group are women, the campaign can also surge up the viewership, Kundra feels.
When asked how being a DCA for the channel would empower women, Kundra explains that the system works on simple commission basis. “We pay very good commissions on each successful order and a DCA can build her army of sales personnel under her wing, making a commission even on their sales. The idea is with minimum headache to give maximum benefits to the DCA agents to become financially independent selling our exclusive and innovative products,” he adds.
Having his wife and company shareholder, actress turned entrepreneur Shilpa Shetty Kundra as the face of the campaign also benefits greatly, Kundra admits. “Home shopping as a business runs on trust and credibility so having Someone like Shilpa and Akshay as faces and co-owners in the company makes a huge difference. Cricket and Bollywood are two things that help sell everything in India, and if used properly can be a winning combination, which is the founding thought behind our channel,” says Kundra.
So far, Best Deal TV has released a TVC starring Shilpa Shetty Kundra titled ‘Women Empowerment’ which has garnered many queries. “The ad was made in house and conceptualised by our channel’s head Manish Dubey and executed by Nazar Abbas.,” Kundra says.
Further explaining the channel’s marketing strategy, Kundra shares, “We have also done some targeted SMS blasts to our TG and we are using celebrity social media handles to get the message out there. We have allocated a sizeable budget to advertise in the market and create this model.”
Besides OOH advertising, the channel is also looking at ground activation. “We will look at on ground activation. We have recently ties up with sheroes.in, India's first female placement agency and have received many leads from them. We do talks at colleges on female empowerment NGO's,” Kundra elaborates.
It is interesting to note that while the campaign addresses women, the DCA offer is not restricted to the fairer sex alone. “We are not restricted to just women agents and the idea is to create a battalion of over 10,000 DCA's across the country. Even if each books one order a day that's 10,000 orders. My dependency on carriage of my channel is reduced,” Says Kundra further shedding light on his marketing strategy with this new initiative.
Founded by Bollywood actor Akshay Kumar and Raj Kundra, Best Deal TV is an Indian celebrity driven 24/7 Home shopping channel that specialises in the sale of consumer products via innovative and immersive on and off screen experiences. The home shopping channel has multiple platform presence via TV, mobile, online and retail.
