Elaichi: Trial Generation Campaign UP

Objectives
Expansion of category
Bringing new users to
Elaichi portfolio
Trail Generation thru
sampling
Background
There was a time when illaichi, supari and saunf were generally chewed after a
hearty meal. These were consumed in large quantities not only for their
freshening taste but also for their digestive qualities.
But times are a changing and today a large number of other mouth fresheners
have made an appearance in the market. the younger generation is more
hooked to them.
Ask generation next, they'll swear that there is nothing more socially
damaging than a foul breath - it could kill budding romances, imply isolation at
social dos and may even hinder corporate success, they would rattle off in one
breadth.
Focus Market U.P
Dipstick Survey Findings
A large proportion would actually purchase a mouth freshener after a smoke
Very low brand loyalty among smokers
Mint based products enjoys the highest preference
Advertisement and Taste are the two most influencing factors

Consumer Insight
UP has one of the highest population
density in India.
828 persons/sqkm
vs.
364 persons/sqkm (national average)
Shortage of public transportation in these
states further complicates the problem and
overcrowded trains & buses are a common
sight. In these conditions if someone starts
having foul breath or due to food habits it
becomes uncomfortable for the fellow
passengers.
Arriving at the Idea
Basis the dipstick findings and consumer insights, If Gopal Elaichi can reach out the traveller community to
communicate its USP and generate instant trials the message would be well received and the brand would
be used in the context of the communication. Hence the suggested communication for campaign
Sugandhit Safar because

Saans ka tension bhul jaiye,
Gopal Elaichi Khaiye Poore Safar Gungunaiye




Bcz Right time, Right place, Relevant communication


And why will it make an impact?
Translating Idea into Action
Sugandhit Safar
@ Railway
Stations
Outside RS Inside Trains
@ Bus Stands
Inside Bus
stands
Inside Buses
@Railway Stations
Two separate teams to be deployed at Railway station

Team A Outside Railway Station premises near bus stop offering samples @ Paan Shops &
Ticket window
Total of 3 promoters deployed at the location. 2 Promoters would offer samples @ Paan
Shops
1 promoter would intercept passengers at ticket windows for the free sample
All the promoters to wear I-jacket on which the AV of the brand would be played

Team B - Inside trains communicate brand proposition & doing discount sales

Total of 10 promoters/hawkers to be deployed split into 2 teams covering up & down routes
Branded Jackets to be used with product display.
Brand spiel with 2-3 rhyming lines to be used during the sampling.
1 Supervisor upon each team to monitor the activity. Will travel in same train
Trains to be covered in order of priority Passenger -> Fast passenger- > Intercity -> Express
Control Structure
Railway Station
Promoter for outside sampling 2
Promoter for ticket window -1
Inside Trains
Team of 5 Promoters for one train route
Team of 5 Promoters for second train route

Supervisor
Supervisor
Supervisor
Project Head
Route & Coverage
From Stations Distance Train Timing Arrival Timing
Allahabad Vindhyachal Junction 80 Kms Lushala Quila Exp. 10:58 AM 12:18 PM
Kunda Harnamgnj (KHNM) 60 kms Unchahar Exp 2:05 PM 3:19 PM
Lalgopalganj 40 Kms Nauchandi Express 5:40 PM 6:42 PM

Varanasi Bhadohi 50 Kms Amritsar Mail 8:56 AM 10:03 AM
Mirzapur 63 Kms Mahanagri Express 11:30 AM 12:55 PM
Jaunpur Junction 58 Kms Shramjeevi Express 3:11 PM 4:03 PM

Gorakhpur Deoria 50 Kms Vaishali Express 9:20 AM 10:03 AM
Khalilabad 37 Kms Katihar Amritsar Express 12:30 PM 1:24 PM
Orwara 60 Kms Satyagrah Express 3:35 PM 4:40 PM
Trains
Bus
Bus No of Working Days Buses per Promoter per Day No of Promoters
Allahabad 8 25 2
Varanasi 8 25 2
Gorakhpur 8 25 2
Total 24 75 6
Lets Discuss