Jagran Engage, the Outdoor advertising arm of Jagran Prakashan Limited, has launched the outdoor campaign for Airwick, a product from Reckitt Benckiser. As a part of the branding initiative, the agency has created a home like environment at two of the key bus shelters in New Delhi.
Throwing light on the innovation done, Bhuwan Pandey, Operations Head, Jagran Engage, informed, “We had been deliberating on this project for quite a while, and we are happy to see the innovation see the light of the day. 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. Such a novel makeover has been done for the first time in Delhi and in India. What is all the more pleasing that the client has appreciated the efforts put in by us”
Bhuwan further adds on the implementation process, “As a first step, we identified various articles that were to be put up at the site to ensure that it gelled with the Outdoor environment yet giving a feeling of fresh home. There were three teams that were employed to carry out the job, each working on different elements of the shelter including the interiors, exteriors and the creative. What was pleasing that each member of the team had the same kind of excitement and the will to get it through as it’s been something that has been never explored in the Outdoor advertising scene.” The shelters can be seen at Naroji Nagar and Moolchand at Ring Road.
Mr. 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 Delhites enjoy this unique experience!”
When our team visited the sites, a commuter at the bus shelter said; “This came as a pleasant surprise! I have been using this bus-stop for over 3 years but for the first time I really enjoyed the experience of waiting for my bus. To be honest, I did not feel like getting into the crowed bus as the bus-stop was so relaxing and enjoyable!”
Bhuwan further added, “We, at Jagran Engage, look at innovative ideas to deliver the client’s message to the TG. We are in the process of rolling out few more campaigns in 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, Oriental Insurance Company, among many others.