The ‘house’ that Jagran Engage built for Airwick

The ‘house’ that Jagran Engage built for Airwick

Author | Pallavi Goorha | Friday, Oct 17,2008 9:10 AM

The ‘house’ that Jagran Engage built for Airwick

Imagine a home-like environment at a bus shelter. Actually it needs no imagination, but a visit to two bus shelters situated in the National Capital’s Moolchand and Naroji Nagar areas. The initiative is part of an OOH campaign done by Jagran Engage, the OOH arm of Jagran Prakashan Ltd, for Airwick premium fragrances from Reckitt Benckiser.

The bus shelters, which belong to Parivartan Outdoors, have been done up to look like a sitting room, complete with sofa-like seats and even a sloping roof on top of the bus shelter.

Elaborating on the innovation, Bhuwan Pandey, Operations Head, Jagran Engage, said, “Such a novel makeover has been executed for the first time in Delhi and has been highly appreciated by the client. The challenge was to re-create the environment of a home, highlighting the experience of using Airwick. The newly ‘dressed-up’ bus shelter has been designed and refurbished in a manner to extend a homely feel to every commuter. These unique bus shelters have a sofa set, bookcase, flower pots, table pegs, lamp shades and even a thatched roof to make one feel completely at home. The lovely fragrance at these bus shelters is from Airwick’s range of premium fragrances – namely, Lavender, Rose and Jasmine.”

On the implementation, he said, “We identified various articles that would effectively create an ambience of freshness that can be experienced at home. There were three teams responsible for this task, each working on different elements of the shelter. The level of excitement in the teams was palpable and each one of us wanted to create a ‘never-before’ experience for the brand.”

Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India Ltd, said, “The universal truth – ‘It’s good to be home’, which is also Airwick’s brand theme, is behind this idea. We hope that Delhiites enjoy this unique experience.”

Pandey further said, “We are in the process of rolling out a few more campaigns in the near future, which would see few more innovative ideas implemented by us.”

Jagran Engage handles outdoor advertising duties for clients such as Reckitt Benckiser, Pepsi, Usha International, Castrol, Britannia, Vishal Mega Mart, Mohan Clothings, LIC, and Oriental Insurance Company, among many others.

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