Organic India makes a strong case for'Healthy Conscious Living'
By VJ Media Bureau - February 06, 2017
Milestone Brandcom conceptualised and executed the 6-city innovative campaign
Organic India, a leading manufacturer and exporter of organic herbal tea, formulations and supplements went big on OOH this season. The Lucknow-based company is a household name with its top selling product ‘Tulsi Green Tea’. The brand recently tied up with Milestone Brandcom for launching an OOH campaign in top 6 metro cities of India. The objective of the campaign was to position 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 flavours of green tea among others.
To position the brand as the market leader, Milestone Brandcom which conceptualised and executed the innovative campaign, converted normal billboards into herbs billboards. The plain looking billboards were converted to look like something made of leaves/ herbs. These beautifully decorated billboards also had a huge cut out of tea bag hanging just like it sits on a tea-cup. Fifteen such billboards were put up in Delhi, Mumbai, Bengaluru, Hyderabad, Pune and Kolkata, at most prominent locations, in addition to 50 plain billboards.
Apart from this, on one of the main roads in Pune, Fatima Nagar, on a large size gantry, huge cut outs were put up with a halo effect showcasing the different products of Organic India. Also, in Mumbai and Delhi, to showcase the range, product cutouts were made to move in a horizontal fashion with the help of channels on the billboard.
A sampling activity at society parks was also executed to generate word of mouth and sales numbers for the brand.
Abhinandan Dhoke, CEO, India, Organic India, said: “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.”
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.”