It was raining offers at More Retail’s monsoon carnival
By Smita Sinha | August 08, 2019
With Surf Excel as the title sponsor, the ‘July Mein Dhulai festival’ at More outlets had multiple touchpoints including store window, focal point displays, capacity displays, standees and drop-downs.
Resonating with the typical household needs of families during monsoon was the ‘July Mein Dhulai festival’ held last month across More Retail Limited’s More Megastore and More supermarket.
With the title sponsorship by Surf Excel, the ‘July Mein Dhulai festival’ was highlighted through multiple touchpoints including store window, focal point displays, capacity displays, standees and drop downs. The campaign was supported by ATL mediums like print .
Talking about the objective behind the campaign, Priyanka Thapa, Brand & VM Head Marketing - More Retail, shares, “At More we started the July Mein Dhulai festival a few years back – where the customer can shop at More and avail some great discounts through some amazing activations.”
Apart from Surf Excel, six other brands such as Tide, Ariel, Rin, Henko, Vanish, SafeWash also participated in the festival.
Read the full article in the August Edition of Point-of-Purchase Magazine.
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Aditya Birla Retail’s supermarket chain More recently initiated an interesting approach to food products categorisation based on geography and ethnography. Point-of-Purchase caught up with Manika Mittal, Assistant Vice President, Buying & Merchandising and Priyanka Thapa, Brand & VM Head – Marketing of Aditya Birla Retail Limited, to understand what drove the supermarket chain to do state-wise and country-wise food categorisation.