Branded vans parked at the showroom door for Akshaya Tritiya
Akshaya Tritiya is a single buying day, so the media had to be where the customer already is and then stay outside the store that will serve them. Branded vans carried the Madhumalti collection and the free gold coin offer through the market streets around each showroom in Surat and Navi Mumbai, then parked at the store entrance itself, so the last thing a customer saw before walking in matched the offer inside. The vans worked into the evening, when jewellery footfall peaks.
A van does the work of a hoarding and a store promoter in one, because it can be driven through the catchment and then parked as a static site at the door. Matching the panel to the in-store offer removed the gap that usually opens between outdoor and what a customer is told at the counter.
Execution photography from the campaign, captured site by site as each placement went live.