Ferrero Rocher's Italian Connection Comes to India

With Diwali being just around the corner, Ferrero Rocher took an extra step to woo the Indian customers by creating a unique in-store brand experience and also hosted the Ferrero Rocher "golden experience” event in Mumbai at Infinity Mall, Malad on October 24 & 25, 2015.

For the "golden experience” event, Ferrero Rocher flew down expert chefs from Ferrero's homeland, Italy, to provide an exclusive opportunity for consumers to witness Ferrero Rocher pralines being crafted with passion and care for the very first time in India.

Speaking on the activity, Emanuele Fiordalisi, Vice President, Marketing, Ferrero India, said, "Diwali is the most important time of the year and Ferrero Rocher has always celebrated the spirit of gifting. The brand naturally resonates with Diwali and so the campaign aims to remind consumers the fine elegance of our praline, making Ferrero Rocher the special gift for precious people we love. This Diwali, we planned to do something special and memorable for our consumer, giving the opportunity to witness Ferrero Rocher pralines being crafted LIVE for the very first time in India and enjoy the golden experience.”

This amazingly lit and attractive Ferrero Rocher floor stack unit has been designed, fabricated and installed by Classic Display Systems. The unit has a rotatable header which is the highlight of the whole unit. It has been made from MDF with MS frame duco painted in Rocher brand colours and fitted with an array of LED lights all across.

While talking to Point-of-Purchase on this in-store display innovation, Harsh Mohunta, Director, Classic Display Systems Private Limited, shares, "We executed this kind of shopper-connective initiative Pan-India in a total of 30 outlets (Mumbai, Pune, Bangalore, Punjab, and NCR).”

CDS was asked to propose an Interactive Mega Display solution for the required space of 8 X 8, 6 X 6, where brand attributions were the major concern in this designs like highlighting premium chocolate, keeping the exact gold brand colour, iconic shape of Rocher Balls (Pyramid), Diwali Light Feel, Interactive Header with 360 degree rotation for the message to be communicated. "We were asked to develop an FSU for MT, and we made 200 of these and took 2 weeks to complete the production. Implementation across cities within a week was the major achievement for this project.”

The live demonstration of the making of Ferrero Rocher was further extended to select modern trade stores in Mumbai. The demonstration was held in the month of October at Star Bazaar, Andheri and Big Bazaar, R-city Ghatkopar.