Delhi’s bus shelters transformed into Airwick homes

Getting your customer to experience a product before buying it is a great marketing tool. But to get them to try the product in the exact setting where it will be used is even better. So, how do you get people to experience a room freshener in a homely setting? Well, you take the home to them. That's what Jagran Engage, the OOH arm of Jagran Prakashan, did for Reckitt Benckiser's room freshener brand, Airwick.

Jagran Engage has launched a month long innovative campaign for the premium fragrances brand. As a part of this initiative, it has created a home-like environment at a few bus shelters in Delhi.

The dressed-up bus shelters have been designed and refurbished to extend a homely feel to commuters. They have a sofa set, bookcase, flower pots, table pegs, lamp shades and even a thatched roof. Wafting over all these are the lovely lavender, rose and jasmine scents from Airwick's range of premium fragrances.

Euro RSCG is the creative agency handling Airwick and has ideated the innovation.

Bhuwan Pandey, operations head, Jagran Engage, tells afaqs!, “Such a novel makeover has been executed for the first time in Delhi and it has been highly appreciated by the client. The challenge was to re-create the environment of a home, highlighting the experience of using Airwick.”

Talking about the implementation, he says, “We identified various articles that would effectively create the 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 interiors, the exteriors and the creative. The level of excitement of the teams was palpable and each one of us wanted to create a never before experience for the brand.”

As of now, the innovation has been carried out only in Delhi.

Chander Mohan Sethi, chairperson and managing director, Reckitt Benckiser India, says, “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.”

The innovation came as a pleasant surprise for the commuters, and many of them said they would have preferred to go on waiting in the relaxed atmosphere of the bus shelters than get into the crowded buses.

Jagran Engage handles the outdoor advertising duties for clients such as Reckitt Benckiser, PepsiCo, Usha International, Castrol, Britannia, Vishal Mega Mart, Mohan Clothings, Life Insurance Corp. of India and Oriental Insurance Co.

Pandey shares, “We at Jagran Engage look at innovative ideas to deliver the client's message to the target audience. We are in the process of rolling out some more campaigns in the near future, which will see more innovative ideas being implemented by us.”