Bhawana Anand, New Delhi
As it is rightly said that 'The secret to a well-balanced life is a cup of tea in one hand and a book in the other' and Goodricke brings this combination to OOH medium with an aim to promote its tea brands. West Bengal based Tea Company; Goodricke leveraged the Kolkata Book Fair 2016 by developing a mammoth OOH innovation at the venue to advocate its popular tea brands, 'Roasted' and 'Barnesbeg', in partnership with Posterscope India.
The primary objective of the campaign was to create a branding and sampling exercise for the product at the Kolkata Book fair 2016. And to meet this objective, Posterscope India created a 20-feet tall 3-D structure at a prominent location on the grounds. The campaign was rolled out primarily to target the masses, consuming Darjeeling Tea or Green Tea.
Explaining the innovation idea, Vikram S. Gulia, Senior General Manager, Goodricke Group said, "This new product was conceptualized keeping in mind the company ethos of delivering the best quality teas to its consumers. Traditionally our company has always tried to promote the leisure and pleasure associated with tea drinking. However, with the growing popularity of tea as a beverage amongst the youth, we decided to launch a product that provides the pleasurable experience of tea along with the convenience. For the get-set-go consumers, we have our special Ready To Drink range. The Kolkata Book Fair proved to be a good platform to interact and connect with the pulse and the buzz of the city, its citizens."
Successfully the structure became a Showstopper at the Kolkata Book Fair 2016 as the unit stood out to be the only dynamic stall at the Book Fair. It turned out to be a Photo Opportunity Panel, with people clicked photographs & took selfies and uploaded the same on social network instantly. The unit was supported by a Selling kiosk of the new product, which saw a huge footfall and demand for the new product.
Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India added, "We are extremely happy to be associated with Goodricke for this campaign which has turned out to be a massive success. Our long term association with Goodricke and our strength in understanding the client's marketing and consumer necessities has led to the success of the this partnership.