National, February 07, 2017
Organic India, a leading manufacturer and exporter of organic herbal tea, formulations and supplements is going huge on OOH Space, this season. The Lucknow based company is clearly a household name with its top selling product 'Tulsi Green Tea'. The company has a wide range of health products which serve to inspire, promote and support True Wellness and respect for all beings and for Mother Nature.
The brand recently tied up with Milestone Brandcom for a wide spread OOH Campaign in top 6 metro cities of India. The objective of the campaign was to position brand Organic India as the market leader and inform and educate people about the varied range of products in its portfolio. The brand wanted to promote healthy conscious living with its wide range of products such as quinoa, coconut oil, ghee, honey, wheat grass, chyawanprash, and different flavors of green tea among others.
To position the brand as the market leader, Milestone Brandcom conceptualized the campaign in such a manner that nothing which they do as part of this campaign looks less than Grand and Out of the box.
Organic India and Milestone Brandcom have made this campaign more fascinating for the common man by converting normal and plain flex billboards into HERBS BILLBOARDS, namely. The plain looking billboards of frame structure have been converted to look like something made of all leaves/ herbs. The billboards too go the organic way, in literal manner.
These beautifully decorated billboards also have a huge cut out of tea bag over them hanging just like it sits into a cup of tea.
Any common man would notice and halt at the site to witness the glorified outdoor media on the roads. 15 such billboards have been put up across Delhi, Mumbai, Bangalore, Hyderabad, Pune and Kolkata, at most prominent locations, in addition to 50 vanilla flex billboards.
Apart from this, at one of the main roads in Pune, Fatima Nagar, on a large size gantry, huge cut outs have been put up with a Halo effect showcasing different products of organic India. Also, in Mumbai and Delhi, to showcase the range, product cutouts are made to move in a horizontal fashion with the help of channels on the billboard. The motorized movement is very impactful and eye catchy for the passerby.
A sampling activity at society parks has also been executed to generate word of mouth and sales numbers for the brand. This is organically the best start to a new year when people actually take a resolution to start healthy living.
Abhinandan Dhoke, CEO, India, ORGANIC INDIA says, "ORGANIC INDIA is making conscious efforts to promote Healthy Conscious Living through our wide range of organic products in the market. We are pioneers of organic wellness products category and corporate sustainability. ORGANIC INDIA has always used advertising as a medium to educate consumers to help them make informed choices. This OOH Campaign was an endeavor to strengthen and communicate our Healthy Conscious Living platform to our consumers and drive sales for the brand. The innovations at high end touch points which Milestone has executed for us, have been able to generate WOM for the brand. This is our first OOH Campaign and we are happy with the market reviews and overall results of the campaign."
Mr. Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom, says "We believe in creating customized OOH Solutions for all our clients. Organic India is a brand driving healthy conscious living and hence we ensured that whatever ideas we execute should bring out the very essence of the brand. All the innovations were concentric to showcasing the supreme quality of organic products. We took all large format media at high end touch points to establish leadership statement and the campaign speaks for itself. The campaign was put up overnight at all places before New Year's Eve. With the help of media owners, our team managed to make the campaign go live in a very short span of time. We are glad to be associated with a brand like Organic India and look forward to achieving many more milestones with the brand."