Sulekha, one of India’s largest and fastest-growing digital platforms for local service need fulfilment, today announced the launch of its new digital campaign, “Zero-Spam Assurance”. Using a unique technology, Sulekha assures its users that their personal information will be protected from service providers.
NEW DELHI: Connecting service providers with customers forms the backbone of the local services fulfillment business. But this can also lead to a lot of spam calls. In a country where data selling is highly prevalent, users keep getting unnecessary calls long after their need is fulfilled. In a pioneering effort in the Local Services industry, Sulekha has introduced a tech feature where the personally identifiable details of a user aren’t shared with a service partner till the user talks to them. As soon as a user’s need is fulfilled, he/she has the freedom to uncouple his/her number from the service request. This will make the user number inactive on the Sulekha platform, and therefore, no service provider will be able to reach the user post this.
Sulekha’s latest brand campaign highlights the challenges that customers face when their personal numbers are shared in public. Through this digital campaign, Sulekha aims to highlight how it prioritizes customer privacy. The campaign underlines the brand’s focus on adopting technology innovations to make search for local services online faster and safer. Sulekha, the pioneer of web-based discovery and decision-making platform for organized Local Services in India, today offers more than 800 local services—home care, computer training, serviced apartments, party catering, baby-sitting, yoga lessons, auto repair, to name a few. The Sulekha app is a one-stop shop for both standardized local needs (such as pest control) and special requirements (catering or interior design).
The Digital Advertisement on “Zero-Spam Assurance”
Sulekha’s new digital ad campaign has been created by Flying Cursor, produced by Ikgai Collective, and directed by Angshuman. The actors in the ad are seen providing a humorous solution for customers bothered by spam calls from service providers. The ad urges the audience to use the Sulekha app for safe and convenient communication with Service Providers.
This digital ad has been released online today and will target all customers between the ages 25 and 44 in the top 8 metros across India: Delhi–NCR, Mumbai, Bangalore, Chennai, Hyderabad, Kolkata, Ahmedabad and Pune.
Commenting on the brand campaign, Soumendu Ganguly, Head of Marketing, Sulekha, said, “Sulekha is one of India’s largest digital brands. We get close to 20 million visitors every month. As a brand, we are constantly engaging with our customers to understand the challenges they face and the improvements they would like us to work on. Our users have been primarily complaining of persistent calls from certain service partners even after the user has finalized a service partner for their requirement. Also, they have been unable to tell Sulekha that they have found what they are looking for and don’t want to be disturbed anymore. We decided to solve this problem by deploying this unique technology.”
Speaking on the occasion, Satya Prabhakar, Founder and CEO, Sulekha, said, “We are a technology driven firm. Today, we are the leaders in providing local services across 800 categories in India. Local Services has become an important business category and this market is currently valued at $200 billion. We are continuously looking to enhance customer experience with disruptive tech solutions.”
Earlier this year, Sulekha launched its extremely successful brand campaign: #Antijugaad. The ad video received an overwhelming response across all digital platforms and soon started trending on twitter. Sulekha released the video ad exclusively on digital media and it became a viral sensation even before it started airing on TV. The creative, assisted by a massive 120,000+ audience shares on social media and forwards on Whatsapp, reached an estimated 35 million Internet users on Facebook, Youtube, and Whatsapp all across India. The video was the most viewed ad during the first week of its launch on AFAQs and was voted by Adage India as one among the top 3 most watched ads. Apart from the overwhelming response, the campaign led to a 7x increase in direct traffic and 5x increase in app downloads for Sulekha.