Britannia Industries has appointed Percept Out Of Home to execute the rural retail visibility drive for their new range of cookies, Britannia cookies, across India. The activity has been executed across the states of Andhra Pradesh, Tamil Nadu, Karnataka, Bihar, West Bengal, Orissa, Assam and six more North Eastern states. The campaign, which was rolled out in September 2010, will continue till mid-October 2010.
Percept OOH has joined hands with rural retailers and installed tin plates across 22,000 retail outlets, including kirana stores, bakeries and tea stalls. Spot selections were done on the basis of maximum visibility and appeal. Percept OOH was assigned the task to connect with retailers and provide long lasting visibility solutions to brand Britannia.
Rajesh Amla, Business Head, Rural Vertical, Percept OOH, said, “Percept Out of Home is focusing on the FMCG sector in a big way in order to expand its presence in the rural markets as a service provider. Britannia Industries has empanelled Percept as one of their agencies to support their various rural and retail initiatives across India, and have ambitious plans in this area. Percept Out of Home’s south regional office located in Bangalore is servicing the account. The ongoing campaigns of Britannia have further demonstrated our ability to deliver creative and innovative solutions across diverse markets.”