Organic India goes all out with OOH campaign

With Milestone Brandcom’s hard-to-miss billboards across six metros the brand wants to promote ‘Healthy, Conscious Living’ with its wide range of products

e4m by exchange4media Staff
Updated: Feb 11, 2017 9:03 AM

Organic India, the leading manufacturer and exporter of organic herbal tea, formulations and supplements has gone huge on the OOH Space this season. The Lucknow-based company, which has become a household name with its top selling product ‘Tulsi Green Tea’, recently tied up with Milestone Brandcom for a widespread OOH Campaign in top six metro cities of India.

The objective of the campaign was to position Brand Organic India as the market leader, and inform and educate people about the varied range of products in its portfolio. The brand wants to promote ‘Healthy, Conscious Living’ with its wide range of products such as quinoa, coconut oil, ghee, honey, wheatgrass, chyawanprash, and different flavours of green tea, among others.

To position the brand as the market leader, Milestone Brandcom has conceptualised a grand campaign with concepts such as Herb Billboards in place of the normal flex billboards to reflect the brand’s creed.

The billboards also carry a huge cut-out of a tea bag hanging over them to look like its sitting in a cup of tea.

Fifteen such billboards have been put up at prominent locations across Delhi, Mumbai, Bangalore, Hyderabad, Pune and Kolkata, in addition to 50 vanilla flex billboards.

In Fatima Nagar, Pune, on a large size gantry, huge cut-outs have been put up with a halo effect, showcasing different products of Organic India. In Mumbai and Delhi, product cutouts move horizontally with the help of channels on billboards. The motorised movement is very impactful and eye catching.

A sampling activity at society parks has been executed to generate word of mouth and sales numbers for the brand.

Abhinandan Dhoke, CEO, Organic India, says, “Organic India is making conscious efforts to promote ‘Healthy, Conscious Living’ through our wide range of organic products in the market. We are pioneers in the organic wellness products category and corporate sustainability. Organic India has always used advertising as a medium to educate consumers and to help them make informed choices. This OOH Campaign was an endeavor to strengthen and communicate our ‘Healthy, Conscious Living’ platform to our consumers and drive sales for the brand.”

Dhoke said the innovations at high-end touch points, which Milestone has executed for the brand, have been able to generate positive WOM for the brand. “This is our first OOH campaign, and we are happy with the market reviews and overall results of the campaign,” he further said.

Nabendu Bhattacharyya, CEO and MD, Milestone Brandcom, said, “We believe in creating customised OOH solutions for all our clients. Organic India is a brand driving healthy conscious living and hence, we ensured that whatever ideas we execute should bring out the very essence of the brand. All the innovations were concentric to showcase the supreme quality of organic products. We took all large format media at high-end touch points to establish leadership statement and the campaign speaks for itself.”

Bhattacharyya said the campaign was put up overnight at all places on New Year’s Eve. With the help of media owners, their team managed to make the campaign go live on January 1 for a refreshing start to the New Year with Organic India offerings. “We are glad to be associated with a brand like Organic India and look forward to achieving many more milestones with the brand,” added Bhattacharyya.

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