Closeup Diamond Attraction Dazzles Shoppers

Closeup Diamond Attraction toothpaste, a new variant from the HUL kitty, recently got launched in the MT outlets across India with great buzz. For generating consumer awareness of the premium pack, the brand executed an innovative concept at the retail outlets to engage with the shoppers.  In Mumbai the FMCG conglomerate tied up with SAB Creations Pvt. Ltd. to achieve strong visibility for the product, aided by a good design.

For SAB Creations the challenge was bigger because it was for a new premium pack and they had to create all the displays as per the theme of'diamond'. 3D pack innovations were executed at the Hypercity Malad, Walmart and Spencer's Retail outlets.

Sairam Thiagaraja, CEO, SAB Creations, told Point-of-Purchase, "In Mumbai this activity was done only in MTs.  The client insisted that we bring out the glittering whiteness using the diamonds in the POPs designed for the campaign.  We used the diamonds in every POP we made for this activity and used blinking LEDs to give the glittering effect.”

Balaji Murugesan, Director, SAB Creations, said, "At Hypercity Malad, right from the outdoor pillar branding where we created images of the product pack to entrance to the store where we placed 3D dummy packs on which cut-outs of diamonds were placed on the aisle, the focus was on the diamond theme.”

He added: "We have created a 3D Dummy pack of the product which is 7ft high and placed a 3ft high 3D dummy of a diamond on it. The whole branding on the aisles inside the store goes in a wavy manner. The walking-path, the top of the aisles where the FMCG products are kept, the 3D cutouts from the ceiling hanging in each row have helped create great awareness among shoppers of the new range. We tried to give an experience of the entire brand communication through a variety of POP displays for Closeup Diamond Attraction.”

The activity was completed within 21 days by SAB after the brief was shared by the client. While describing the challenges faced by the SAB team, Thiagaraja said, "It is always a challenge to do such initiatives as there is much coordination needed at the brand level/retailer level to make it happen.  The biggest challenge was to implement them across all the outlets on the same night. But activities like this will always engage the shoppers more and more which will result in achieving the end objectives.”

Further, while explaining the logistical challenges that the team faced, Murugesan said, "It was a great experience because maintaining the exact design elements and installing them at the same time in various hyper stores was a real tough thing. Apart from the huge dummy of the pack, the rest of the things are the same for all stores, so meeting the deadline set by the client gave us great satisfaction.”