Fortune assumes an imposing brand presence in Kanpur

Adani Wilmar’s Fortune brand assumed a domineering presence in the city of Kanpur with an unprecedented 2-side wrap of a tall private building located at a busy traffic intersection on the Kanpur Mall Road. The building wrap, executed by Organized Outdoor Options, gives Fortune brand a massive 12,000 sq. ft brand display that could possibly put in the shade any other brand display in its vicinity.

The building wrap, which could be among the largest such displays anywhere in the country, featured the brand ambassador Akshay Kumar promoting Fortune refined soyabean oil and basmati rice.

The entire display execution entailed six installers installing 6,650 sq. ft of 3M vinyl in about 26 hours. The brand opted for two media SAV on one side and one-way vision on the other, so that natural light can pass through the glass facade.

Commenting on the building wrap, Rohit Markanday, Head – Trade Marketing, Adani Wilmar, said the disruptive brand display will leave a lasting impression in the minds of the TG and added that plans are afoot to introduce similar displays in other cities. “If we get vantage locations and value for money deal, we will go for it. We have asked our solution providers to share these kinds of sites in mini metros”, said Rohit.

While answering the reason for opting for a private site, Rohit explained,  “Commercials of sites do impact our decision making. Lower costs help us to extend the campaign duration, so private sites fit the bill. Private sites owners are generally flexible with the terms so chances are one can get good value for money”.