Philips promotes juicer innovatively through street play

Philips has taken a novel approach to promote its juicer product. The home appliances major has organised a street play called’Fresh Piyo, Healthy Raho’ at various parks and handout areas in Delhi and Mumbai to talk about its product. The communication strategy entailed communicating directly with the target audiences in a bid to break the myth that making fresh juice at home is a difficult task. The street play educated people on how to use the new Philips Juicer to make fresh juice with much convenience.

The activity was organised over four weekends in the two metros. Pathfinders agency ideated and organised the activity. The street play was followed by engaging activities such as exercises. In the street play, the artist utilises the placards to showcase the product.

The entire activity, from planning to execution, was scripted by a play director with proper direction and screenplay to ensure the message was relayed in a clutter-free manner. The street play was performed by professional street play artists.  

Since the TG for this product was SEC A+, A and B+, the activities were organised at upscale markets and malls such as Cyber Hub in Delhi and Palladium Mall in Mumbai in the evenings and in parks during the mornings.

The brand maintains that consumer response to the onground activity was overwhelming.