Godrej Nature's Basket fortifies its organic offering

Godrej Nature's Basket, a fine foods retailer, has carved a niche market for itself by retailing organic fruits and vegetables at affordable prices. To brand took the OOH route in an innovative way to connect with the growing band of highly health conscious people. Storyboard planned and executed innovations to drive the campaign. The agency used bqs, mini vans and billboards in three cities -- Mumbai, Bengaluru and Pune – to execute the innovative campaign.

As an innovation crafted on bqs, the agency crafted cutouts of nourishing bunches of organics fruits and vegetables. "Insight was to create a visual collage of fruits and vegetables, which one cannot miss. The chalkboard style headline was done to give a farmer's market feel which is relevant for this category. Food visuals have the tendency to get the most eyeballs because of the category; we leveraged that fact and used innovation as a key driver to ensure stickiness of the messaging", shared Avani Davda, MD, Nature's Basket.