B Natural grabs attention of health-conscious Mumbai
By VJ Media Bureau - May 21, 2015
Crossroads, a unit of IKON, has executed the brand campaign in Mumbai
B Natural, a leading brand in the fruit-based juices and beverages segment, is penetrating deep into the markets buoyed by increasing health consciousness among consumers, particularly the youth. The packaged fruit-based juice brand, belonging to ITC's Foods Division, has time to time assumed significant presence on the OOH landscape to reinforce the consumer connect. Crossroads, a unit of IKON, has executed the brand's outdoor campaigns in several key cities.
B Natural has now marked its presence in Mumbai's outdoor space with an impactful campaign, once again executed by Crossroads. The campaign has been rolled out in strategic locations across the city, wherein Crossroads has used over 115 media units that add to more than 36,200 sq. ft.
Commenting on the campaign execution, Lokesh Kumar, Director, IKON, said, the choice of locations was governed by the target audience, which is SEC A in the case of B Natural. He added that for any foods brand campaign, IKON selects sites and locations that are friendly to food products. Hence, every media is screened from that standpoint.
Crossroads opted for large formats to give the brand huge visibility at locations that are ideal consumer touchpoints. In addition, bqs units were used to achieve the right frequency for the campaign.
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