Goodricke positions Roasted in the vicinity of addas

Goodricke has taken the outdoor route in Kolkata to promote its Darjeeling tea brand Roasted. Since'adda' (gossip) and'cha' (tea) are the two most indispensable elements when it comes to life in Kolkata, the campaign has been designed on the same theme. Notably, the brand has used only the OOH medium for the campaign.

Since the'adda' was at the centre of the campaign brief, the primary objective was to target consumers at those touch points. Posterscope India executed the campaign, and in doing so selected OOH media units that are in close proximity of the addas. The touch points needed to cater to all age groups. Therefore, apart from using main media billboards, different formats such as Metro signages, island branding units, glass façade, and bqs were used for the campaign.

The campaign was rolled out in two phases wherein the initial burst was for a 30-day period, which was followed up with a sustenance campaign for a further 30 days In between, there were quite a few filler rollouts of short durations executed to give a time-boost to the campaign during the monthly buying cycles.

The campaign strategy was to position Roasted as an'adda starter' among the masses and influence the buyer's purchasing decisions.

Supporting the next two phases of the strategic roadmap, Hyperspace, the retail solution division under the Posterscope umbrella, mapped all their retail counters under general trade. Here, a retail audit was conducted to know the exact visibility challenges and consecutive solutions were given in terms of visibility enhancements at those stores; also customised executions were carried out to increase the brand recall at loose-tea counters under general trade.

Commenting on this campaign, Vikram Singh Gulia, Senior General Manager, Goodricke Group Ltd, said; "When it came to the positioning of Kolkata's No.1 Darjeeling Tea, we wanted Roasted to truly speak of the spirit in which it is bought, made and consumed in most households in this city. The two things that truly define the spirit of this city and its old world charm are tea and adda. Both being complementary, in etiquette, habit and practice. For years it has been a custom in this City of Joy to sit and discuss politics, cinema and life in general, over a cup of tea. In the mornings before everyone goes to work, in the evenings when everyone comes back from work and several times in between. These tea sessions are almost always accompanied by an adda.”

"Therefore, what better message could we send out than'Proti Chumuke Adda Jomuk' (Let every sip be a conversation starter). Our current campaign idea,'Addai Attkhana' also generates from the same idea of celebrating conversations. "Ahlade Atkhana', the Bengali proverb, literally translates, as the utter joy and satisfaction one gets from unrestricted pampering. Our Roasted campaign is about indulging oneself in such an adda,” he added.

"It gives us immense pleasure to be their preferred agency when it comes to providing outdoor solution and optimisation. The media strategy was aligned to ensure that the campaign matches the means of communication across all platform, be it outdoor or retail, within the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group,” said Haresh Nayak, Managing Director, Posterscope India.