21 Sep 2017
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Lowe Lintas Mumbai launches inaugural brand campaign for Grofers in India

MUMBAI: Local e-commerce platform Grofers has appointed Lowe Lintas Mumbai to launch its inaugural brand campaign in India.

The mandate for the agency is to build brand Grofers and establish it as the one-stop destination for all grocery and home needs on the digital platform.

The agency has unveiled a brand campaign themed around ‘We Get It’.

As part of the launch exercise, Lowe Lintas Mumbai would be unveiling a series of four films that would comprise a central brand film of 45 seconds and three additional films of 30 seconds each that would highlight the service features of Grofers. The entire campaign would work towards promoting the USP of Grofers as an online on-demand delivery service expert.

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.”

The core theme around the campaign is based on the consumer understanding that most working people, especially young couples, spend most of their time at work. They do not have enough time balancing work and the basic needs at home. In the melee, things that are not on top priority like home needs and kitchen restocking get put off until the last minute. But Grofers as a brand with its unique offering helps today’s working couples strike a work-life balance.

Lowe Lintas 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.”

Grofers co-founder Albinder Dhindsa said, “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.”

Launched in December 2014 as an on-demand delivery service that connects consumers with local merchants in the neighbourhood, Grofers today operates out of 27 cities throughout India including Agra, Ahmedabad, Aurangabad, Bengaluru, Bhopal, Bhubaneswar, Chandigarh, Chennai, Coimbatore, Delhi NCR, Hyderabad, Indore, Jaipur, Kanpur, Kochi, Kolkata, Lucknow, Ludhiana, Mumbai, Mysore, Nagpur, Nashik, Pune, Rajkot, Surat, Vadodara and Visakhapatnam. Grofers app is currently available on Android and iOS.

The media coverage for the campaign includes on and offline channels like digital platforms, television, print and outdoor.