MUMBAI: Incense stick manufacturer, Shalimar Agarbatti has roped in West Bengal actor and star Abir Chatterjee as the face for its brand Avida in its new ad campaign. The television, print and outdoor campaign for Avida is based on an insight that highlights the consumers as being highly discerning while choosing their food, clothing and other daily purchases, but is unconcerned and often overlooks quality while buying incense sticks.
This display of contrasting behaviour is because, most often, consumers allow their agarbatti purchase decision to be made by the retailer or shopkeeper. Therefore, they are coaxed to buy brands that earn high margins for the seller but may be of low quality.
The new campaign looks to highlight the fragrance and quality of Avida agarbatti. It also educates consumers, albeit in a humorous and quirky manner, to insist on Avida. It also looks to remind them that when it comes to superior fragrance and quality, Avida is the top choice in the market.
Alkesh Shah, Director, Shalimar Agarbatti Company explained, “Avida has been a household name in West Bengal for over a decade now, and the discerning Bengali trusts the quality and the mesmerisingly long-lasting fragrance of Avida. In the recent years, due to low-involvement and a weak retailer push, substandard agarbattis have started infiltrating the market.”
The campaign strategy, concept and script has been created by Bengaluru-based Vipul Thakkar of Very Multimedia Solutions. “We have used smart communication to drive in conversion to the brand. It is a highly innovative, imaginative and effective way of communicating to the consumer and reminding them to insist on Avida as Onnu Kichhu Cholbe Naa (nothing else will do)” said Thakkar.
He explained that this communication is super engaging because it has been created to stem the trend of nonchalance and also to ensure that the consumer gets value for their money.
The 360 degree campaign comprises of Digital marketing, Influencer marketing, TVC ads, in-cinema advertising, OOH and more marketing strategies to change the perspective of incense stick purchase.
The campaign will be released just before the onset of the Durga Puja celebrations and is timed to catch the festive mood and fervour of West Bengal.
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