Sennheiser Dares Consumers To Disconnect

Sennheiser recently came out with its first television campaign for the Indian market. Saahil Kumar, Head- Marketing, Sennheiser India talks to us about the brands strategies to grow market-share in India, its interesting line-up of products and how they continue to stay relevant.

- Samarpita Banerjee

Q] Sennheiser has been in India since 2007 but has only recently come out with a high decibel campaign. What is the reason for this?

Sennheiser was a category shaper because when we entered India, there were no well-known headphone brands. People were happy with the bundled headphones they got with their phones. Once we entered the market, we had a good start and garnered a loyal consumer base in India. However, off late, there have been a lot of changes in the category and the latest trend is wireless headphones, a trend that’s bringing an altogether new set of audiences who are first-time headphone users. They might be people who had been staying away because they didn’t feel the need for wired headphones. It’s like a reset button for the headphone industry. We conducted a survey and realized that while people were aware of the quality of our products and liked the brand, it was still a functional relationship with our consumers. This made us realize the need to build an emotional connect with our consumers. Therefore, we thought it was a good time to reach out to this new set of people entering the category and build a connect. We decided to used TV because of its immense reach. We wanted to hightlight three things - the brand, the consumer whose story we wanted to be a part of, and thirdly, the wireless segment. Having said that, we want our campaign #DaretoDisconnect, to go beyond these three focus areas as well, because we want to turn this into a movement and inspire people to find that ‘me’ time in their lives.

Q] What mediums are you using for the campaign?