MUMBAI: Local e-commerce platform, Grofers has appointed Lowe Lintas Mumbai to launch its inaugural brand campaign in India and establish it as the one-stop destination for all things grocery and home needs, on the digital platform.
Lowe Lintas Mumbai executive director Shantanu Sapre said, “I am happy that Grofers chose us to chart out their brand journey in India through the inaugural launch campaign. The excitement on this launch is high; in this I see an interesting challenge, as the category is as yet nascent. This provides Lowe Lintas Mumbai with the opportunity to create a unique brand voice in an unexplored category. Thus, what we present to the audience is a quirky, witty and playful communication that will help us make Grofers a household name.”
As part of the launch exercise, Lowe Lintas Mumbai will unveil a series of four films of 45 seconds and three additional films of 30 seconds each that will highlight the service features of Grofers. The entire campaign will work towards promoting the USP of Grofers as an online on-demand delivery service expert.
The core theme around the campaign is based on the simple consumer understanding that most working people, especially young couples face -- spend most of their time at work. They do not have enough time balancing work and the basic needs at home.
Lowe Lintas Mumbai chief creative officer Arun Iyer said, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. I’m certain this holds even truer for the young working women of today – given they are constantly trying to successfully juggle work and home. It is this insight that we played on for the Grofers campaign.”
Launched in December 2014 as an on-demand delivery service that connects consumers with local merchants in the neighbourhood, Grofers has offer a platform to those who wish to shop their wares via digital platforms.
Grofers co-founder Albinder Dhindsa added, “We are now in 27 cities across India and offer a rich mix of everyday use products that consumers need. As such, we felt Lowe Lintas Mumbai was the right partner to help us communicate the value of our offering to consumers. We are building our brand on understanding our customer's wants and needs - wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of 'We get it' bodes well for the brand.”
The media coverage for this campaign is programmed for high visibility, which includes on and offline channels such as digital platforms, television, print and outdoor.
