Spreading the richness of aroma: ideas@bharatkapadia.com

Parle recently launched a unique initiative in a bid to promote Hide and Seek’s new variant of biscuits called Caffé Mocha. In this one of its kind initiative namely the aroma initiative, it spread the essence of coffee to newspapers like The Hindu and Deccan Chronicle.

 

Bharat Kapadia, the man at the helm of the initiative had earlier conceptualized and executed the aroma initiative for HUL when it launched Bru Gold. Bharat Kapadia’s agency ideas@bharatkapadia.com was responsible for the conceptualization as well as the implementation of the aroma initiative.

 

Shedding light on the innovation, Bharat Kapadia said, “In a world where it's critical to stand out in a crowd, an idea when executed effectively can be a winner. The aroma newspaper is a unique consumer experience because every time a new fragrance is given. Aroma of food products leads to craving and aroma of coffee is a great way that would connect with the readers of a morning newspaper.”

 

He says that earlier it took a lot of time for the idea to take shape, but now aroma newspapers can be developed in less than a month.

 

Talking about the feedback that the initiative has gathered, Bharat said, “The innovation creates first the wow factor and then the association with the brand and the aroma takes over. It’s a scientific fact that olfactory (smell) sense has the highest impact with the recall for any product.”

 

“The advantage of this aroma innovation is that each fragrance is a different experience for the reader, hence can be done many times with the same audiences, he added.”

 

The aroma innovation has been done earlier in places like Mumbai, Delhi and Bengaluru too.