The Challenge – A Work Revolution in Crisis

The pandemic reshaped work culture, forcing businesses and professionals to adapt to a hybrid model. However, printing remained a bottleneck. Outdated, inefficient, and costly printing solutions were incompatible with the fast-paced, mobile-centric workflows of modern SMBs, educators, and professionals. Brother India saw an opportunity—not just to launch a new range of printers but to revolutionize how India prints.

The Strategy – Rethinking Printing for the Future

Rather than a conventional product launch, Brother India, in collaboration with Bloomingdale PR, crafted a customer-first strategy focused on three core pillars:

1. The “Print Without Limits” Challenge

• Brother invited SMBs, educators, and professionals to share their biggest printing frustrations through social media and business forums.
• The most compelling entries were featured in an influencer-led campaign where Brother printers solved their real-world challenges in real-time.

2. The Mobile-First Workplace Initiative

• A LinkedIn and YouTube campaign showcased the power of mobile and cloud printing, offering productivity hacks for businesses.
• Influencers and industry experts demonstrated how wireless and automatic duplex printing could enhance efficiency and reduce costs.

3. Brother TouchCentres: Experience Printing Like Never Before

• Over 250+ TouchCentres were established across India, offering hands-on experiences where customers could test the features before purchasing.
• These centers also provided on-site demonstrations and customer education sessions, reinforcing Brother’s commitment to quality and efficiency.

Execution – A Multi-Tiered Approach

Brother India and Bloomingdale PR executed a high-impact, integrated campaign leveraging PR, digital marketing, and experiential activations:

1. Media Engagement & PR Blitz

• Press releases and exclusive interviews secured extensive coverage in leading publications such as PTI, The Hindu Business Line, Economic Times Telecom, and Business Today.
• Positioning Brother as a high-quality, non-price-war brand in business and technology media.

2. Digital & Influencer Marketing

• Collaboration with top tech influencers and review platforms to drive organic engagement.
• YouTube reviews and hands-on demonstrations by content creators like The Mobile Indian.
• A social media buzz campaign, including interactive contests and hashtag challenges with #PrintSmartWithBrother.

3. Retail Expansion & Experiential Marketing

• Launch event in New Delhi featuring industry experts, media, and company leadership.
• Strengthened distribution partnerships with authorized dealers and e-commerce platforms.
• Hands-on experiences at 250+ TouchCentres, making product trials accessible to businesses and professionals across the country.

Results – Transforming the Way India Prints

The campaign didn’t just launch printers—it transformed printing into a seamless, efficient experience for businesses and professionals.

1. Unprecedented Media Coverage

• 38+ media coverages in top-tier publications, including Business Today, Zee News, ABP Live, Deccan Herald, and MSN.
• Key interviews with major media houses, amplifying Brother India’s market positioning.

2. Digital Reach & Engagement

• Over 150 million online media impressions fueled by influencer marketing and organic discussions.
• Extensive YouTube traction with in-depth product reviews driving purchase consideration.

3. Real-World Business Impact

• A Bengaluru-based startup reduced printing costs by 30% after switching to Brother’s high-yield toners.
• A Delhi-based educator increased classroom efficiency by 40% through mobile and duplex printing solutions.
• SMBs and professionals across India reported higher productivity and cost savings, reinforcing Brother’s commitment to efficiency and innovation.

Brother India’s Print Revolution: Driving Market Leadership Through Strategic Brand Positioning

1. Brand Overview

Brother International (India) Pvt Ltd, a subsidiary of Brother Industries Ltd., is a leading global manufacturer specializing in printing, imaging, labeling, and sewing solutions. Founded in Japan in 1908, Brother has earned a strong reputation for product innovation and reliability. Brother India caters to diverse segments, including SOHO (Small Office/Home Office), SMBs (Small & Midsize Businesses), corporates, educational institutions, and healthcare facilities​.

2. Campaign Objective

The primary objective of the campaign was to:

1. Increase brand awareness for Brother India’s latest range of 17 new laser printers.
2. Strengthen its positioning as a premium, high-performance, and cost-effective printing brand.
3. Drive engagement among key customer segments, including corporates, SMBs, and SOHO users.
4. Establish Brother as a market leader in wireless and mobile-friendly printing solutions​.

3. Key Strategy & Execution

The campaign included a multi-pronged marketing strategy:

Media Engagement & PR:

• Press releases announcing the launch of 17 new printers.
• Interviews with key media houses like PTI, The Hindu Business Line, Economic Times Telecom, and The Mobile Indian.

Digital & Influencer Marketing:

• Extensive digital PR efforts with key online technology platforms.
• YouTube coverage on The Mobile Indian.

Offline Events & Retail Activation:

• Launch event in New Delhi featuring industry experts and company leadership.
• Establishment of over 250 “TouchCentres” across India to provide hands-on product experience​.

Product Differentiation Messaging:

• Focused communication on features like automatic duplex printing, mobile connectivity, high-yield toner options, and low cost-per-page​.

4. Results & Impact

Total Media Coverage: 38+ coverages across leading print and online publications​.

Key Interviews Conducted:

• Press Trust of India
• Economic Times Telecom
• The Hindu Business Line
• The Mobile Indian (YouTube feature)

Market Engagement: Brother India’s positioning as a “high-quality, non-price-war brand” was highlighted in leading business publications​.

Online Media Reach: Featured in publications with a combined readership of over 150 million, including Business Today, Zee News, ABP Live, Deccan Herald, and MSN​.

Retail Expansion: Strengthened distribution through authorized dealers, e-commerce platforms, and TouchCentres​.

Top 10 Media Coverages:

Press Trust of India (PTI) – Brother India’s Market Positioning & Printer Launch

Economic Times Telecom – Brother Eyes Wi-Fi Enabled Printers

The Hindu Business Line – Brother Aims for 35% Market Share

Business Today – Brother India Focuses on Affordability & Efficiency

Zee News Hindi – Brother Launches 17 New Printers

Deccan Herald – Brother India’s Latest Printer Lineup

Zee News Tamil – MaxiDrive Printers by Brother

Digital Terminal – Brother Launches New High-Efficiency Printers

PC Quest – Brother India Unveils 17 New Printers

ABP Live – Top Tech & Gadget News Featuring Brother India