Food, fashion, real-estate, automobile, telecom and thousands of other companies trying to establish symbiotic relationships to being green or those going green are out there promoting, selling and engineering how to gain market share.
Outdoor advertising breaking the clutter with innovation full of inspiration through Green Walls, a concept born in the West, is seeding in India. Global Advertisers has taken an initiative to bring the Green Wall concept here.
Freshness of Green Walls, with natural herbs with pungent fragrance, can engage two of the most important senses of consumers – sight and smell. Green Walls have been quite popular in western countries for marketing and branding initiatives of various brands such as McDonald’s, Coca-Cola, PNB Bank and so on.
Green billboards also amplify companies’ sensitivity towards the environment and the consumer. The corporate identity of any company changes with the usage of such billboards as Green Walls are said to enhance the brand recall value by more than 50 per cent.
Sanjeev Gupta, Managing Director, Global Advertisers, believed, “There is a common psychological expectation and response to what we are used to seeing vis-à-vis seeing something unexpected. Green Walls will be used to not only attract attention, but to attract positive attention to one’s products and services.”
The intention is clear – marketing through environment. The fact is there is much more to Green Wall marketing than just a cool trend, and the possibilities for the Indian advertising market place are endless.