Grofers' vibrant campaign takes over tier-II cities
By Satarupa Chakraborty - November 25, 2015
Online grocery shopping app Grofers has extended its reach through outdoor campaigns in tier-II cities. Executed by Kinetic Worldwide, the campaign is now visible in cities like Agra, Nasik, Kanpur, Rajkot etc.
Talking about the campaign objective, a source from Kinetic informed, "The campaign objective was to launch the app in a prominent and impactful way that it registers in consumer's mind and more number of downloads can take place. The aim was to create some noise for the new app in the existing market with other players and especially tap the premium category /working profession.â€
The large-sized campaign was meant to achieve high visibility and maximum eyeballs by resorting to large format premium media in each city. After launching in top 10 metros now, Grofers is now spreading their wings in tier 2 markets of India, sharply targeting main junctions, arterial road and key shopping places, continuing their idea of painting the towns in orange as they have already done in metro cities.
"The outdoor media strategy was to be present around places where app savvy shoppers or TG can be captured,â€ Kinetic revealed.