ideas@bharatkapadia.com unveiled its first Big Idea for HUL

ideas@bharatkapadia.com, a specialised ideas consulting firm in media & marketing, based in Mumbai, unveiled its first Big Idea for its clients Hindustan Unilever and The Times of India group.

On Sunday, February 19, 2012, The Sunday Times of India copy in Mumbai, New Delhi and Bengaluru had a unique dimension to it as it broke the olfactory (smell) sense barrier. Each copy filled the air with the coffee aroma, thereby spreading richness of Hindustan Unilever's flagship coffee product, Bru Gold.

"I had been working on this idea for a while and am glad, it has been effectively implemented by HUL with TOI, in multiple states. I demonstrated the unique idea with a sample when I learnt that HUL was planning to launch Bru Gold in the premium range. Senior executives at Hindustan Unilever were thrilled that they could drive home the richness of fine coffee by getting consumers to experience the aroma. With over 32 years in media, I knew we could conquer this final frontier in publishing and offer readers a sense of smell," says Bharat Kapadia, founder, ideas@bharatkapadia.com.

"I always look for innovations which are relevant to the brand and never use them as gimmicks", Kapadia continues, "and what can be a better reminder to readers of a morning newspaper than the aroma of coffee? Aroma of food products can create a sense of craving & can be very effective way to lead the reader to consume it.

Kapadia, who is also retained as a consultant with The Times of India group for this project, worked on the execution of the idea.

In past, "scratch-n-sniff' had been the only way the sense of smell was addressed but it had several limitations. A patch containing tiny bubbles encapsulating aroma chemical was stuck as an additional operation, for which time & cost did not permit its execution in newspapers. Also, when one scratches the patch, a very small quantity of aroma is released lasting for a very short time.

With this new technique, the reader gets a pleasant surprise of smell, without having to scratch, as the whole newspaper spreads aroma, which lasts for days.

In a world where it's critical to stand out in a crowd, an idea when executed effectively can be a winner and this can be a unique consumer experience every time a new fragrance is given.

The entire concept, planning and execution of the project were supervised by ideas@bharatkapadia.com. There are more such innovations on the anvil, Kapadia informs.

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