Delhi, the food capital of India witnessed Biryani on the bus shelters in the recent days! Yes, guessed it right! We are talking about the recent outdoor campaign by KRBL on JCDecaux Street Furniture in the city. Starting around the season of Eid, India Gate Basmati Rice was promoted vividly with impeccable planning & execution by Rapport.
The campaign has once again unleashed high frequency & elevated reach with JCDecaux’s residential network. Covering all the major housing areas in Delhi, the campaign reached the audiences through a combination of a hundred bus queue shelters. Further enhanced by the booster network, India Gate Basmati Rice campaign was spread across the city via the nifty Pole Mounted Mupis.
Strategically running the campaigns at the time of Eid, JCDecaux media was spruced with a clear brand message – YE EID BANAO CLASSIC along with striking creative that grabbed the attention of on-lookers effortlessly. The brand successfully attempts to lure the Rice lovers on Delhi streets with the exotic basmati rice. Besides the classic, India Gate’s range of rice is a delight for every epicurean to explore.
“As the biggest Rice Brand of India, India Gate Basmati Rice felt the responsibility to share the true message of sharing in Ramadan to crores of Indians. In this direction, we have started a 360-degree campaign ‘Yeh Eid Banao Classic’ across all media channels, Radio, Outdoors and all social platforms. The key messaging in all these mediums being sharing a meal. We are targeting around 1 lakh meals to be donated within the Ramadan period to these people. We have shared the campaign video on social media channels and for every share, India Gate will share one meal to someone who needs it most,” said Ayush Gupta, Business Head of KRBL Ltd.
“We are thankful to lakhs of Indians for partnering us in this noble cause of eradicating hunger from India and motivate people to “#ShareAMeal”. Leaving no stone untouched, we needed a stronger platform to reach out to the masses. Thus, we chose JCDecaux Street Furniture networks for our outdoor campaign which has given us better reach & visibility of the brand on the streets of Delhi,” he added.
Raheel Amjad, Deputy MD, JCDecaux India says, “We are thankful for Rapport’s association that has once again given us the pleasure to work with KRBL. The brand has been repeatedly advertising for the enhanced exposure it gets with JCDecaux networks. This time again, the campaign leveraged JCDecaux’s some of the best networks – Residential & Booster, with which widened reach & high frequency is definite. Targeting the right audience at the right time, the campaign added to the festive vibe in the city which grabbed people’s attention effectively.”
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About India Gate
With a 130-year heritage and an existence since 1889, KRBL Ltd. is India’s first integrated rice company with a comprehensive product chain. As a responsible corporate, the company continuously engages itself in the uplift of the communities it is involved with. In view of the criticality of farmers to its operations, the company works closely with them to constantly improve their lives, and those of their families, through regular and focused measures. The collaborative, partnership approach has been the cornerstone of the company’s CSR focus in recent years, emerging as a strong pillar of mutual growth for both, the farming community and the company. The company today realizes the dire state of the country in terms of hunger and food sustainability and vows to take progressive measures to improve the lives of many in need.
About JCDecaux India
JCDecaux India is a leading out-of-home player in the market since it was established in 2006. We are continuously committed to delivering the best & most advanced media solutions in Delhi (Street Furniture & Airport Express Line), Mumbai (Street Furniture), Chennai (Metro) & Bengaluru (Airport & The Collection Mall – UB City) to meet with the various customized needs. Our continuously expanding portfolio consists of Airport, Airport Express Metro, Street Furniture, Bus Shelters, & Pole Mounted MUPIs making it the most diversified Out-of-Home network in India.
