Brand Street Integrated bridges gap between consumers and brands with “Store on Wheels” initiative
By M4G Bureau - July 31, 2020
The company has taken steps to create co-branded platforms of essentials and non-essentials category brands, with direct to consumers approach
In order to bridge the gap between consumers and brands, marketing agency Brand Street Integrated (BSI) has expanded its new campaign “Store on Wheels” to nine cities across the country in partnership with resident welfare association (RWAs).
As supply got disrupted starting April due to lockdown, team BSI came up with the concept of bringing brands directly to consumers at their doorsteps. Supporting the cause- Stay Safe Inside The Home, the campaign works as a bridge between the distressed consumers and supply rich brands in times of the pandemic.
Since then, the campaign has been expanded to Bangalore, Delhi, Chennai, Kolkata, Surat, Pune, Uttar Pradesh (Ghaziabad, Lucknow, Kanpur) and Hyderabad with more than 20 national and international brands. The company has been taking proactive steps to generate co-branded platforms of essentials and non-essentials category brands, with direct to consumers approach.
Speaking about the initiative, Surendra Singh, Chief Business Officer, BSI, said, “We have launched this concept with a motive to not only deliver essential products to consumers but also offer a unique experience. We appreciate the trust shown in us by the brands and helping in fulfilling the needs of the consumers during these distressed and unprecedented times due to the pandemic.”
Till date, the company has served approximately 200 RWAs and 250 households and has helped consumers reach services at their doorsteps. BSI has been running the campaign with LT Foods, Madhur Sugar, Kari Kari Snacks and Freedom Oil and has now co-branded with more than 24 brands including Welspun, Borges, Kohinoor, Continental Coffee, Droom and many more. The company plans to expand their geographical reach as much as possible and partner with more than 50 brands.
“We are glad to have started this pilot on the concept of making our brands- Spaces and Welspun available at consumer doorsteps. Our category of home textiles is a very touch and feel driven category and we were ideating on multiple ways on how to take the shopping experience to the safety of consumer doorsteps. We appreciate the strategy of the team in making this model live in a short period of time and looking forward to great results based on which we can scale it up,” said Anuj Arora, Head Marketing-Domestic Textiles Business, Welspun.
On the association, Falgun B, DGM-Marketing, Shree Renuka Sugars, said, “Madhur Sugar being an essential commodity, our audience is fairly democratized. With this initiative, the attempt has been to take our brand to the households. Amid these restrictions, it has offered convenience to the customers and grocery being made available at the doorstep is practically a godsend gift. Brand Madhur benefits because we get an opportunity to educate our customers about the perils of purchasing loose sugar and to demonstrate the goodness of Madhur Sugar. Team BSI has worked very hard and tried to battle formidable odds to ensure the show remains on the road.”