IBD bags strategic & creative mandate for grocery portal Tokri.com

IBD, a Percept Company, has won the strategic and creative mandate of Tokri.com, a hyper-local grocery and daily needs delivery brand operating in Pune. Multiple agencies pitched for the account, with IBD emerging victorious, riding on its creative and strategic brilliance.

Tokri.com is a one-stop portal where fresh fruits, vegetables and groceries are delivered at one’s door step. The start-up follows a hybrid model comprising a marketplace and inventory. It sources grocery from distributors, wholesalers and neighbourhood stores to procure vegetables and fruits directly from farmers.

Winning this pitch entailed a thorough strategic understanding of consumer behaviour and the operating market dynamics. IBD’s understanding of creating “rapid brand value” was put to use once again. IBD not only provided a differentiated strategy for Tokri.com, but also brought on board actor Shraddha Kapoor as brand ambassador to ensure credibility and avail the advantage of association with the brand. Despite the presence of big brands in the same domain across Pune, Tokri.com is already taking the market by storm, owing to the unique brand story and high credibility created by IBD.

On awarding the business to IBD, Neeraj Kansal, Founder, Tokri.com, said, “IBD has added tremendous value in building our brand Tokri.com. They have been insightful and strategic, and delivered outstanding creative work. Having the right partner in today’s world of brand and business is critical for success. We are happy to have IBD as our communication partner, as they understand the nuances and pace of both the market and consumers. We are looking forward for some great creative work from IBD.”

Commenting on the win, Rahul Gupta, Managing Director, IBD, said, “For Tokri.com, it was important to offer a differentiated positioning in order to facilitate trial opportunities. Our strategy of designing a city specialist for Tokri.com, coupled with outstanding creative execution was the key factor for this win. We are very excited to have bagged this mandate; it shows our mettle and potential at handling brands across diverse categories and domains. We are excitedly looking forward to doing some good creative work on the brand.”

IBD’s hugely diversified brand portfolio consists of brands from industries spanning Fashion, Consumer Electronics, Baby Care, Hospitality, Personal care and Spices. The client list includes Only Vimal, Morisons Baby Dreams, Tokri.com, Syska LED Lights, Syska Accessories, Syska Gadget Secure, Panasonic, Georgia Gullini, Deltin Group, Vasu Pharma, Witlinger Beer, Growel 101 Mall, and the Taj Group of Hotels.