Hindustan Unilever’s brand Dove is banking on the medium of in-store branding to promote its whitening deodorant range, targeting upwardly affluent females.
Aurora Comms has rolled out this campaign.
As part of the initiative, a mannequin has been set up in the female western wear sections of Central Stores and Shoppers Stop locations across the country. This is on a podium and the mannequin in question wears a white top with one arm raised. To highlight the no more dark patches communication of the deo, this podium is lit up and a cut-out of the product and model placed next to it.
Commenting on the campaign execution, Vishakha Singh, Executive Director, Aurora Comms said, “We are happy to execute this for Dove. It reinforces shopper marketing’s effectiveness in reaching the right set of audience.”
The trial rooms, doors and mirrors in the malls are branded with the promotion too.
The campaign has been executed in Central stores across Ahmedabad, Bangalore, Delhi, Hyderabad, Mumbai and Pune, and the entire Shoppers Stop chain.