Goodricke warms up Kolkata Book Fair with life-sized teacups

In the recently-held Kolkata Book Fair 2016, Goodricke, a leading tea brand from West Bengal, chose the event to launch their tea variants,’Roasted’ and’Barnesbeg’ through life-sized tea cups, teapots and containers of the tea brand. Executed by Posterscope India, the primary objective of the campaign is to create a branding and sampling exercise for the product at the event. And to meet this objective, Posterscope created a 20-feet tall 3-D structure at a prominent location on the ground, which is frequented by an epic number of diverse people.

Vikram S. Gulia, Senior General Manager, Goodricke Group says, “This new product was conceptualised keeping in mind the company ethos of delivering the best  quality teas to its consumers. Traditionally our company has always tried to promote the leisure and pleasure associated with tea drinking. However, with the growing popularity of tea as a beverage amongst the youth, we decided to launch a product that provides the pleasurable experience of tea along with the convenience. For the get-set-go consumers, we have our special Ready To Drink range. The Kolkata Book Fair proved to be a good platform to interact and connect with the pulse and the buzz of the city, its citizens.

This latest product from the Goodricke stable is a ready to drink (RTD) cup, which requires only hot water to make instant tea. And each canister will hold 10 such cups. The campaign is primarily targeted at the masses who are the consumers of Darjeeling Tea or Green Tea.  The structure became a showstopper at the Kolkata Book Fair 2016, as the unit stands to be the only dynamic stall at the Book Fair. It became the Photo Opportunity Panel, with people clicking photographs and taking selfies and uploading the same on social network instantly. The unit is supported by a selling kiosk of the new product, which is currently seeing a huge footfall, and demand for the new product.

Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific. & Managing Director, Posterscope Group India added, “We are extremely happy to be associated with Goodricke for this campaign which has turned out to be a massive success. Our long term association with Goodricke and our strength in understanding the client’s marketing and consumer necessities has led to the success of this partnership.