Goodricke, the West Bengal based tea company, has partnered with Posterscope India, the out-of-home agency from Dentsu Aegis Network, to launch a promotional campaign at the Kolkata Book Fair 2016 to advocate its popular tea brands, ‘Roasted’ and ‘Barnesbeg’.
The primary objective of the campaign is to create a branding and sampling exercise for the product at the Kolkata Book fair 2016. And to meet this objective, Posterscope created a 20-feet tall 3-D structure at a prominent location on the grounds.
This latest product from the Goodricke stable is a ready to drink (RTD) cup, which requires only hot water to make instant tea. Each canister will hold 10 such cups. The campaign is primarily targeted at the masses who are the consumers of Darjeeling Tea or Green Tea.
The structure has now become a Showstopper at the Kolkata Book Fair 2016 as the unit stands to be the only dynamic stall at the Book Fair. It becomes the Photo Opportunity Panel, with people clicking photographs and taking selfies and uploading the same on social network instantly. The unit is supported by a Selling kiosk of the new product, which is currently seeing a huge footfall, and demand for the new product.
Vikram S. Gulia, Senior General Manager, Goodricke Group says, “This new product was conceptualized keeping in mind the company ethos of delivering the best quality teas to its consumers. Traditionally our company has always tried to promote the leisure and pleasure associated with tea drinking. However, with the growing popularity of tea as a beverage amongst the youth, we decided to launch a product that provides the pleasurable experience of tea along with the convenience. For the get-set-go consumers, we have our special Ready To Drink range. The Kolkata Book Fair proved to be a good platform to interact and connect with the pulse and the buzz of the city, its citizens.”
Haresh Nayak, Regional Director, Posterscope Asia Pacific. & Managing Director, Posterscope Group India added, “We are extremely happy to be associated with Goodricke for this campaign which has turned out to be a massive success. Our long term association with Goodricke and our strength in understanding the client’s marketing and consumer necessities has led to the success of the this partnership.