Euro RSCG creates 'home-like' bus shelter for Delhiites
Televisionpoint.com Correspondent | Delhi
Euro RSCG's outdoor promotion for its client Reckitt Benckiser's home freshener brand Air Wick has brought the Capital to a complete stop.
Bus stops at Nairoji Nagar and Moolchand have been furbished to look like homes. An 'home-like' bus shelter complete with an orange sofa-set, cushions and other decorations has created quite a flutter amongst the people and was an instant hit with the commuters and non-commuters alike.
The idea of the agency was to convert selected bus stops into fresh and fragrant living rooms and create a touch point with the end consumers. The experiential advertising technique goes beyond the orthodox methodology and aims to offer a first hand experience to the customers.
Satbir Singh, national creative director, Euro RSCG, explains, "Air wick has been built around a universal insight: it's good to be home. The agency and brand teams wanted to convey it experientially. Most journeys home begin at a bus stop. To that end, strategic bus stops were identified and converted to resemble comfortable, inviting living rooms."
At Euro RSCG, the creative team of Mani Jayaram, Anand Bhushan, Tanushree Gandhi and Aastha Seth worked on this project.
Air wick, launched in India earlier this year, provides home fragrance solutions to users in over 60 countries. The brand offers a wide range of products that come in a variety of formats that ensure that the home smells fresh.
Euro RSCG's outdoor promotion for its client Reckitt Benckiser's home freshener brand Air Wick has brought the Capital to a complete stop.
Bus stops at Nairoji Nagar and Moolchand have been furbished to look like homes. An 'home-like' bus shelter complete with an orange sofa-set, cushions and other decorations has created quite a flutter amongst the people and was an instant hit with the commuters and non-commuters alike.
The idea of the agency was to convert selected bus stops into fresh and fragrant living rooms and create a touch point with the end consumers. The experiential advertising technique goes beyond the orthodox methodology and aims to offer a first hand experience to the customers.
Satbir Singh, national creative director, Euro RSCG, explains, "Air wick has been built around a universal insight: it's good to be home. The agency and brand teams wanted to convey it experientially. Most journeys home begin at a bus stop. To that end, strategic bus stops were identified and converted to resemble comfortable, inviting living rooms."
At Euro RSCG, the creative team of Mani Jayaram, Anand Bhushan, Tanushree Gandhi and Aastha Seth worked on this project.
Air wick, launched in India earlier this year, provides home fragrance solutions to users in over 60 countries. The brand offers a wide range of products that come in a variety of formats that ensure that the home smells fresh.
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