Kinetic India executes second large multi-city campaign for Grofers

Following grocery app Grofers’ large-sized campaign last year, Kinetic India has recently executed the brand’s second campaign in Mumbai, Delhi and Bangalore. The objective of campaign was to tap the consumers mind with contextual messaging at places of their presence, creating top of mind recall of the brand and intriguing them to use the app. Kinetic achieved the objective by maximising the impact of their clients’ investments through strategic thinking, proprietary tools and intelligent application of scale.
 
“With the help of the proprietary tools’Kinetic Academy’, the agency drew the areas of interest of the working professionals who is the TG by following them through their day in life. Therefore, based on the strategic approach we targeted transit – high footfall metro stations and inside branding of metro train branding attaining the attention of consumers while travelling on their work to home, spend weekends in local markets from shopping and strategically place the media in and around those places. Following same, this was further extrapolated through large format Billboards, Corporate park media, Gantry, with 28 different media formats covering huge spread of media space.
 
Commenting on this campaign, Prashant Verma, Brand Lead, Grofers said, “After our successful awareness drive last year, this campaign was to build relevance for brand Grofers. Hence our targeting was specific to market places, hypermarkets and metros – all of which are high footfall areas for our TG, keeping the category in mind.
 
Adding to above, Suresh Balakrishna, CEO South Asia & Middle East commented, “Grofers is a new age client offering many benefits to the grocery shopper, primary of which is convenience. Therefore it was important for us address the consumer at places where this benefit would be best understood and appreciated , hence we focused on high footfall and transit media to drive home this advantage. The consumers responded effectively to the brand campaign especially while they were on their way back from home which made app usage simplified.