New Delhi: Brand Street Integrated, India’s leading experiential marketing agency, recently executed an out of the box concept, low on budget and high on impact campaign- “Store on Wheels”. As supply got disrupted starting April due to lockdown, team BSI came up with the concept of bringing brands directly to consumers at their doorsteps. Since then the campaign has been expanded to 9 cities with more than 20 national and international brands. With most of the consumers staying at home, Brand Street joined hands with RWAs and supported the cause of “STAY SAFE INSIDE THE HOME” while taking proactive steps to generate co-branded platforms of essentials and non-essentials category brands of direct to consumers approach.
The initiative that began in Bangalore has now been successfully activated and executed in 9 other cities including Delhi, Chennai, Kolkata, Surat, Pune, Uttar Pradesh (Ghaziabad, Lucknow, Kanpur) and Hyderabad. The campaign is a bridge between the distressed consumers and supplies rich brands in times of the pandemic. To date, the company has served approximately 200 RWAs X 250 households and has helped consumers reach services at their doorsteps. BSI piloted the campaign with LT FOODS, MADHUR SUGAR, KARI KARI SNACKS, and FREEDOM OIL and has now co-branded with more than 24 brands including Welspun, Borges, Kohinoor, Continental Coffee, Droom and more. The company plans to expand its geographical reach as much as possible and partner with more than 50 brands in their journey of expanding this D2C approach.
Speaking about the initiative, Surendra Singh, Chief Business Officer, Brand Street Integrated said, “We launched this concept with a motive to not only deliver essential products to consumers but also offer a unique experience. We appreciate the trust shown in us by the brands and helping in fulfilling the needs of the consumers during these distressed and unprecedented times due to the pandemic.”
Commenting on the concept, Anuj Arora, Head Marketing – Domestic Textiles Business, Welspun, said, “We are glad to have started this pilot on the concept of making our brands – Spaces and Welspun available at consumer doorsteps. Our category of home textiles is very touched and feel driven category and we were ideating on multiple ways on how to make the shopping experience to the safety of consumer doorsteps. We appreciate the strategy of the team in making this model live in a short period of time and looking forward to great results based on which we can scale it up.”
Further on the association, Falgun B, DGM – Marketing, Renuka Sugars, commented, “Madhur Pure & Hygienic Sugar being an essential commodity, our audience is fairly democratized. With this initiative, the attempt has been to take our brand to the households. It has offered convenience to the customers as especially during the restrictions, grocery being made available at the doorstep is practically god-sent. Brand Madhur benefits because we get an opportunity to educate our customers about the perils of purchasing loose sugar and to demonstrate the goodness of Madhur Sugar. The team at BSI has been very hardworking and has tried to battle formidable odds to ensure the show remains on the road!”
In the past, BSI has planned and successfully executed marketing campaigns for some of the leading industries like Marico India, JSW India, Sun Pharma, Lupin, Kohinoor Foods, TATA SKY, Mosaic India, Tata Broadband, MTR, Tata Sky, Shell India and many more.