Social Wavelength to handle GreenDust's social media responsibilities

The agency will use Twitter, Facebook and YouTube to promote brand GreenDust, which offers unused, branded factory seconds, surplus, overstock and refurbished products.

Social Wavelength has bagged the social media duties of online shopping site GreenDust for the next one year. It will create the brand presence of the online shopping site that deals in unused, branded factory seconds, surplus, overstock and refurbished products.

Three other agencies were also in the fray for the account.

Sanjay Mehta, chief executive officer, Social Wavelength, says, "It is a good account to win. The responsibilities are challenging and we will educate the customer on the refurbished goods that are being sold by the website, among its other offerings."

He adds that most people perceive second hand products as unusable and of inferior quality. GreenDust refurbishes these products, both internally and externally, and sells them at a discount. Social Wavelength's job will be to remove misconceptions about refurbished products and improve their acceptance.

Hitendra Chaturvedi, chief executive officer, GreenDust, says, "There are unfortunate misconceptions that people carry about words like refurbished or factory seconds, and there is a need to explain these concepts correctly. Social media enables us to do exactly that. The platform being interactive and conversation friendly, we expect to have a dialogue with the consumers, and bring out the advantages that GreenDust offers."

Chaturvedi adds that GreenDust picks its products directly from the brand and then passes them through a 50-point quality check before putting it up again for sale with a GreenDust factory second certification.

Under this certification, GreenDust provides a year-long warranty on these products and also gives after sales service through its pan India network.

Social Wavelength will use Facebook, Twitter and YouTube to spread awareness about the GreenDust brand, using both content and videos.

Chaturvedi says, "We are not a deals site. We are converting what could have been e-waste, into an attractive offering for consumers. Our endeavour helps in saving our environment."

GreenDust is a reverse logistics company that began operations in October, 2008. It has more than 70 stores across India and plans to expand to more than 100 in the next six months. It sells unused, surplus, factory seconds, refurbished or overstock products to consumers at low prices, in categories such as laptops, mobiles, mobile accessories, Bluetooth headsets, computers, accessories, batteries, laptops, refrigerators, air conditioners, washing machines, digital cameras, audio, video, LCDs, LEDs, games, mixers, JMG, irons, cook tops, blenders, heaters, personal care and health care products, and others.