Inspired by Ford Explorer's launch on the Web on Facebook, Wipro Technologies is testing the waters for a possible consumer product launch in India using Social Mojo, a tool it has developed for online engagement.

According to a senior company official, the proof of concept is ready and the tool has been tested in-house. Social gaming and social campaigns can be driven using the tool. For instance, a game, developed with a demographic of 14-21-year-olds in mind, will allow marketers to first test which products should be launched for the particular target group. TG.

“We tested it across a biscuit brand, a chocolate, a drink and a cookie brand. The gaming tool would create an active mechanism to find people who express a liking for each brand. Through the mechanism, products can be redeemed for points won,” said Mr Somjit Amrit, Vice-President and Global Head, CPG Industry Vertical, Wipro Technologies.

The Wipro team claims that a sizeable number of the sample of 1.20 lakh tried to play the game, win points and prizes, which were the products being tested themselves.

“India has a sizeable population which is net-enabled and the 14-21-year-olds would be the most active among these. Social Mojo may not be applicable for all product categories, but for some, it might be a good alternative,” added Mr Amrit.

The product is currently being demonstrated to clients in the CPG space. While brands have started using social media and gaming for promotions, a consumer product launch hasn't been attempted yet, according to the Wipro official. He is hopeful of an actual product launch using Social Mojo soon.

People with technical and business skills have been hired to develop applications such as Social Mojo, which can expand the non-linear aspects of the company's business. This means that such tools are constantly being churned out and tested.

Sustainability seems to be the name of the game. Using its analytics tools, Wipro Technologies has created a water management solution to help companies reduce their usage of water.

The test module is currently being implemented at Wipro Technologies, where the water consumption was in the region of 2,000 to 2,100 litres per person, per month, previously. According to the company, the consumption is slated to come down to 1,600 litres per person per month post implementation.

Mr Amrit noted, “Sustainability is a big thing in today's resource-conscious environment. We have received a high degree of interest from companies on areas related to optimum use of energy and resources. In tune with the market, we are also developing solutions that can help sustainable business and living.”

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