Local e-commerce platform, Grofers has appointed Lowe Lintas Mumbai to launch its inaugural brand campaign in India. The mandate for Lowe Lintas Mumbai is to build brand Grofers and establish it as the one-stop destination for all things grocery & home needs, on the digital platform.
Launched in December 2014 as an on-demand delivery service that connects consumers with local merchants in the neighbourhood, Grofers has quickly established itself as the leading choice for consumers wishing to shop their wares via digital platforms. Having started its operations with Delhi NCR, Grofers today operates out of 27 cities throughout India including Agra, Ahmedabad, Aurangabad, Bengaluru, Bhopal, Bhubaneswar, Chandigarh, Chennai, Coimbatore, Delhi NCR, Hyderabad, Indore, Jaipur, Kanpur, Kochi, Kolkata, Lucknow, Ludhiana, Mumbai, Mysore, Nagpur, Nashik, Pune, Rajkot, Surat, Vadodara and Visakhapatnam.
As part of the launch exercise, Lowe Lintas Mumbai would be unveiling a series of four films that would comprise a central brand film of 45 seconds and three additional films of 30 seconds each that would highlight the service features of Grofers. The entire campaign would work towards promoting the USP of Grofers as an online on-demand delivery service expert. Through the launch campaign, Lowe Lintas Mumbai and Grofers have presented a brand that understands how young India lives; a brand that recognizes today’s mad rush where we often end up compromising on our basic daily needs. Thus, an app like Grofers, which offers a wide range of products across categories, guaranteed quick delivery and other special features like assurance on only the freshest and best produce reaching you at just the click of a button, comes as a much needed helping hand.
Sharing his views on the partnership and the new positioning that the brand has undertaken, Albinder Dhindsa, Co-founder, Grofers said, “We are now in 27 cities across India and offer a rich mix of everyday use products that consumers need. As such, we felt Lowe Lintas Mumbai was the right partner to help us communicate the value of our offering to consumers. We are building our brand on understanding our customer's wants and needs - wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of 'We get it' bodes well for the brand.”
The core theme around the campaign is based on the simple consumer understanding that most working people, especially young couples face -- spend most of their time at work. They do not have enough time balancing work and the basic needs at home. In the melee, things that are not on top priority, like home needs and kitchen restocking - mostly things that are seen as chores - get put off until the absolute last minute. But Grofers as a brand with its unique offering helps today’s working couples inch a step closer towards achieving the coveted dream of striking a work-life balance.
Elaborating on the collaboration between the two, Shantanu Sapre, Executive Director, Lowe Lintas Mumbai said, “I am happy that Grofers chose us to chart out their brand journey in India through the inaugural launch campaign. The excitement on this launch is high; in this I see an interesting challenge, as the category is as yet nascent. This providesLowe Lintas Mumbai with the opportunity to create a unique brand voice in an unexplored category. Thus, what we present to the audience is a quirky, witty and playful communication that will help us make Grofers a household name.”
As an on-demand, hyper local, ecommerce application Grofers provides doorstep delivery in just a few clicks. From groceries and fresh fruits & vegetables to bakery products, cosmetics and even electronic accessories, the app is currently available on Android and iOS thereby providing maximum coverage of the smartphone market in India.
Elaborating on the creative approach behind the brand campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. I’m certain this holds even truer for the young working women of today – given they are constantly trying to successfully juggle work and home. It is this insight that we played on for the Grofers campaign. The brand understands their life and submits to the women that they ‘won’t always get what they want’ and that is exactly where Grofers steps in and gets them ‘what they need’- a husband who shares the domestic responsibility of lending a helping hand, all at the convenience of the Grofers app.”
The media coverage for this campaign is programmed for high visibility which includes on and offline channels such as digital platforms, television, print and outdoor.
Client: Albinder Dhindsa, Saurabh Kumar, Kshitij Torka, Prashant Verma, Ankur Ogra
Creative: Arun Iyer, Amar Singh, Akash Das, Rajat Dawar, Jeffery Emmanuel, Prakash Katariya, Nayan Sarmah
Business: Shantanu Sapre, Danny Nathani, Sneha Nair, Shweta Iyer, Anurag Mohan
Planning: Shweta Bhatnagar, Shefali Khanna
Production House: Early Man Films
Director: Abhinav Pratiman