Going blue!!!

As part of the campaign for water-based restorative drink B'lue, Brandscope India has created a moving billboard, a 25-feet inflatable bottle on a hoarding, and converted a bus shelter into a lounge.

Danone Narang Beverages (DNB) has launched an out of home (OOH) campaign to promote its water-based restorative drink B'lue. The drink was launched in two flavours, apple and guava, in Pune, in December 2011.

The campaign, rolled out by Everest Brand Solutions along with Brandscope India, comprised three innovations. In one, a normal bus shelter was converted into a B'lue restoration lounge with a sofa, arm rests and side panels, where people could relax while waiting for the bus. This innovation aimed to showcase the restoring quality of the product, and was carried out at Karve Road, opposite Garware College.

In another innovation, a
25 feet infusion bottle
was displayed on a hoarding at S B Road, Symbiosis Circle. Another hoarding was created with a 3D cut-out of a bottle backed with LED lights at Kalyani Nagar, near Gold Adlabs, Koregaon Park. Regular hoardings also carried the creative.

The brief for the campaign was to create ample buzz about the launch by adding an innovative element to the campaign. Brandscope India thus created four-feet B'lue bottles installed on moving platforms. This activation was carried out at major malls in Pune, including In-Orbit and Phoenix Market City.

Fabian Cowan, business head, Brandscope India, says, "The beauty of outdoors is that it is not restrictive. If one has the idea, and finds a client, as well as an agency that believes in the strength of the idea, then innovations like these can happen more often. Our continuous belief in striving to create unique opportunities in the OOH space and the ability to think beyond the billboard resulted in this well-crafted solution."

Renu Bansal, marketing manager, DNB, says, "The primary objective for the launch was to establish high recall and recognition of the bottle, which in this case is the hero. Our partners, OMD and Brandscope, have delivered just that with the moving billboard idea. The impact was instant and worked extremely well for the launch."

The campaign started in December 2011, and ended in January 2012.