Grofers' vibrant campaign takes over tier-II cities

The outdoor campaigns of online grocery shopping app Grofers has now gone beyond Indian metro cities to extend its reach to a good number of tier-II cities. For this, the e-tailer has roped in Kinetic Worldwide for the brand's signature orange-coloured campaigns in Agra,Nagpur,Nasik, Kanpur, Coimbatore, Mysore, Bhubaneswar, Rajkot, Chandigarh, Ludhiana, Indore, Bhopal, Surat and Baroda.

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.”

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,” Kinetic revealed.