Case studies · Retail & E-commerce
Tumbledry
Bengali hoardings taking a laundry chain into a district town
A national laundry chain arriving in a district town has to answer a local question, which is whether this is for people here. The hoardings answered it in Bengali, saying that the chain is now at Shantipur, and placed the sites where the town concentrates, at the railway junction and on the approach road beside it. The store count and the first order discount sat underneath as proof of scale and a reason to try.
What it delivered
Writing the arrival in Bengali and naming the town is what makes a national chain read as a local opening. Buying the railway junction reaches the commuting population of the whole town rather than one neighbourhood of it.
Format Hoardings
Market Shantipur, West Bengal
Language Bengali
Execution photography from the campaign, captured site by site as each placement went live.