Goodricke's 'Roasted' starts conversations with OOH campaign

The OOH campaign, conceptualised by Dentsu's Posterscope, positions the tea brand as a perfect accompaniment to Kolkata's 'adda' culture.

Adda (gossip) and Cha (tea) are synonymous with Kolkata's culture. In a bid to give a boost to the soulful adda-culture, Goodricke, a prominent tea manufacturer housing several variants like Assam and Darjeeling tea, has taken the outdoor route for the first time to promote its highest selling brand - Roasted."The core creative idea and the expression 'addai atkhana'was conceptualised by Genesis , the creative agency for Goodricke . Dentsu Posterscope merely executed the outdoor campaign."

'Adda' being the focal point, the campaign targets consumers at touchpoints where mass-gatherings happen. Since people can gather, mingle and gossip anywhere, identifying requisite OOH spots near those areas using multimedia options was the key task that Posterscope took up as part of the strategy.

The touchpoints needed to cater to all age groups. Therefore, apart from using main media billboards, different formats such as metro signages, island branding, glass facade and BQS were used. The campaign was rolled out in two phases wherein the initial burst was for a 30-day period, which was then followed up with a sustenance campaign for the next 30 days. In between, there were quite a few filler phases of short durations, to give a time-boost to the campaign during the monthly buying cycles.

Commenting on the campaign, Vikram Singh Gulia, senior general manager, Goodricke Group, says, "When it came to the positioning of Kolkata's No.1 Darjeeling Tea, we wanted Roasted to truly speak of the spirit in which it is bought, made and consumed in most households in this city. The two things that truly define the spirit of this city and its old world charm are tea and adda. Both being complementary, in etiquette, in habit and in practice. For years, it has been a custom in the City of Joy, to sit and discuss politics, cinema and life in general, over a cup of tea - in the mornings before everyone goes to work, in the evenings when everyone comes back from work and several times in between."

He adds, "These tea sessions are almost always accompanied by an adda. Therefore, what better message could we send out than 'Proti Chumuke Adda Jomuk' (let every sip be a conversation starter). Our current campaign idea, 'Addai Attkhana' also generates from the same idea of celebrating conversations. 'Ahlade Atkhana', the Bengali proverb, literally translates as the utter joy and satisfaction one gets from unrestricted pampering. Our Roasted campaign is about indulging oneself, in such an adda."

Haresh Nayak, managing director, Posterscope India, shares, "The media strategy was aligned to ensure that the campaign matches the means of communication across all platforms, be it outdoor or retail, within the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight, and we took great care in formulating and executing a plan that would create a powerful impact across the target group."

To support the next two phases of the strategic roadmap, Hyperspace, the retail solution division under the Posterscope umbrella, mapped all of the brand's retail counters under general trade. Here, a retail audit was conducted to know the exact visibility challenges and consecutive solutions were given in terms of visibility enhancements at those stores; also customised executions were carried out to increase the brand recall at loose-tea counters under general trade.

Goodricke strives to produce teas of top quality, which are acceptable to the world market. Assam and Darjeeling Tea from Goodricke are popular. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is head-quartered in London and operates in 110 countries worldwide, while Posterscope is part of the Dentsu Aegis Network.