MUMBAI – Two-year-old printing company, Vistaprint, aims to stand out from its industry competitors in the market by moving away from a bad Indian practice called the ‘Chal ta hai’ or the attitude of settling to give/receive substandard service.
With the help of Orchard Advertising, a part of Leo Burnett Group India, Vistaprint launched its first multimedia campaign called #ChaltaHaiKoChaltaKaro to send the message that in a country where people settle for less than the service they deserve, Vistaprint will strive to raise the bar high.
“The goal of this campaign was to present Vistaprint as a viable alternative to addresses some of the prevalent challenges in the existing unorganised print service industry. We take a lot of pride in delivering WOW-quality products and services to our customers,” shared Nilesh Parwani, Managing Director, Vistaprint India.
The message was communicated in multiple platforms including outdoor, press, digital and TV featuring four films tackling the issues that consumers encounter in the offline printing industry and in turn, discussing the qualities that make Vistaprint a cut above the rest.
“Even in the printing solutions industry, there are printers, who despite their poor service and mediocre printing solutions, dictate terms to consumers. Palming their inadequacy off as Chal ta Hai. The idea was to highlight this issue by telling stories weaved with humour to move consumers to a better way of printing – with Vistaprint,” commented Kaizad Pardiwalla, Chief Operating Officer, Orchard Advertising.
Watch the films:
