New Delhi: In the wake of the nationwide success of their ‘Store on Wheels’ campaign, experiential marketing agency Brand Street Integrated (BSI) have announced their intention to expand the scope of this ground-breaking and innovative concept. This second phase will centre around the integration of new partner brands and offer doorstep delivery of a wider selection of essential and non-essential goods and products. Key among these new brands are global food company Borges International Group and India’s largest coffee maker Continental Coffee. By serving as a one-stop shop for some of the world’s biggest brands, BSI gives its customers the luxury of choice in the midst of the pandemic.
With the ‘Store on Wheels’ campaign successfully activated and executed in ten metros across India, the next phase of this D2C approach will also be launched in 6 cities, including key tier-II hubs. This stage will also see the on-boarding of over 300 resident welfare associations (RWAs), to add to the 200 RWAs already being serviced.
Going forward, BSI will also pioneer the at-home fashion retail segment through the launch of ‘Style on Wheels’ – a co-branded fashion platform which will allow customers to look their best for the upcoming festive season from the safety of their own homes. To that end, BSI has partnered with a wide array of national and international fashion brands, including the Aditya Birla Group.
Commenting on this announcement, Mayuresan Gurukkal, Head (South), Brand Street Integrated, said, “After the fantastic response our Store on Wheels campaign received, we knew we’d hit on a winning formula. Expanding the concept to fashion and clothing was the natural next step. By allowing customers to indulge in some much needed retail therapy while staying safe at home, we’re helping shoppers take another step towards the new normal. We’re thrilled to have partnered with some fantastic brands, and look forward to further iterating on this concept.”
BSI’s campaign has played a vital role in tackling the ongoing COVID-19 pandemic by supporting the cause of ‘Stay Safe Inside the Home’. Stringent containment measures have seen many people confined to their homes for several months. By establishing a wide network of partnered RWAs, BSI gives brands the opportunity to directly connect with its customer base, bypassing the hurdles of permissions and certifications otherwise required.
On the association, Preetam Patnaik, Head -Marketing, Continental Coffee commented “We are excited to be a part of Brand street and have started this pilot on the concept of making our brands – Continental Coffee range (Coffee ..As you like it) available at consumer doorsteps. For our category, consumers stick to their regular habit of having hot beverages as per the schedule, and with the current situation the in-home consumption has gone up. Continental Coffee brings a range of coffee for consumers starting from Instant coffee to filter coffee to premix coffee. We are continuously ideating on multiple ways on how to bring our coffee at consumer doorsteps. We appreciate the strategy of the BSI team in making this model live in a short period and looking forward to great results based on which we can scale it up.”
Launched in partnership with 24 brands, the coming months will see this list expanded to include an enormous selection of goods and services from over 50 companies, including leading companies in the technology and sanitisation segments. This multi-brand store will feature the day-one launch of new products, and offer exclusive discounts and offers to customers in partner RWAs.
Kishore Kumar GV, Zonal Business Manager, Borges International Group, said: “The word “Store on wheels” sounds very simple and traditional, but it has a great meaning to brands especially in this current pandemic situation, where Customers are restricted to their homes. SOW helped us to eliminate the barriers and took our brand to Customers door step. The prior expertise of handling RWA activities helped BSI to succeed with the SOW initiative. I appreciate the careful selection of RWA and uninterrupted approach towards activity. All the best to Team BSI.”
In the past, BSI has planned and successfully executed marketing campaigns for industry leaders like Marico India, JSW India, Sun Pharma, Lupin, Kohinoor Foods, Mosaic India, Tata Broadband, MTR, Tata Sky, Shell India and many more.