To better understand the power of trust-building in the D2F marketing model, let’s examine the Hamilton Beach case. When the brand introduced its Professional Juicer Mixer Grinder in 2019 to India, the market was majorly dominated by the mixies in Rs.2.500 – 5000 price range, and establishing an Rs.25000 JMG was a challenge in itself. The product was made with intensive 5-year research studying Indian kitchen challenges and had enough RTBs to make its mark amongst the customers. We targeted food enthusiasts who believed in our idea of Pro Results at Home.

NEM’s strategic communication resonated deeply, while collaborations with notable chefs like Kunal Kapoor, Kelvin Cheung, Sanjyot Keer, Chinu Vaze, Anahita Dhondy, Shivesh Bhatia, Deeba Rajpal, and Vinesh Johny underscored the idea of gourmet cooking at home. We collaborated with over 300+ food influencers and made Hamiton Beach a trusted name among professionals.

But trust-building goes beyond taglines. It’s about meaningful actions. NEM went the extra mile by reconnecting with Hamilton’s older customers, addressing past concerns about discontinued products. By actively engaging with customers, understanding their issues, and proactively solving problems, the brand regained trust, not just from loyal patrons but also from new customers.