Create launch impact in the key market - the City of Chennai. Sampling of the fragrance - the key attribute of incense stick in Outdoor mediaDummy incense sticks were created with their tip artificially lit up, releasing sandal wood fragrance into the street environment. The media team championed the idea of establishing the fragrance property impactfully through the Outdoor medium. The single site became a local talking point and generated great buzz for the brand. We believe this submission to be special because of its unique "sampling" of the sensory benefit in the Outdoor media. The fragrance proposition was executed in a way that the consumer could smell the product in the environment of the shopping area - point of purchase.This execution was a part of an overall campaign to create brand awareness of Haze in a completely unorganized commodity market. In the first two months, the brand awareness was 15%.

The media team championed the idea of establishing the fragrance property impactfully through the Outdoor medium. The single site became a local talking point and generated great buzz for the brand.