Taj Mahal crafts monumental displays inside stores

Brooke Bond's Taj Mahal tea brand undertook a major in-store branding to announce the arrival of its new Darjeeling flavour. SAB Creations executed the in-store branding initiative. The work involved putting up an eye-catching display in the form of the iconic Taj Mahal. In all, 12 such units were deployed in different cities at inside stores like Hypercity, Max and Spencers, for a duration of two months.

SAB Creations received the 3D rendering of the display from the client and the design team worked on the artwork accordingly. While the display was made up of the brand's tea boxes, the dome was prepared with materials like MDF, metal, fibre glass and digital prints.  To create a replica of the monument, the team looked the minutest details including use of Urdu letting on the frontage.

To maintain the product visibility, the entire platform was made as a stocking place as per the design.  It could display up to 500 packs of Taj Mahal Darjeeling. The unit is five and half feet high. 

"The brand calls it WOW TAJ; It was indeed a WOW experience working on this particular project, because there was no room for any mistake as Taj Mahal is our nation's pride and any improper work would damage the image of Taj Mahal.  Thankfully, our team's commitment in making it to perfection gave us a sigh of relief,” said Sairam Thiagaraja, CEO, SAB Creations.

To amplify the essence of the Taj, it was essential to place it at the right location within the store. "We actually identified the placement locations even before starting the units' production. Considering it is a 360 degree unit, we didn't want it to place against the wall or rack which would have reduced its impact on consumers. Also, we wanted the display at the hotspots which vary store to store. Our team searched for such locations, and found them mostly at the entrance,” said Thiagaraja.

This creative branding surely garnered shopper's attention with the beautiful iconic display as shoppers were seen clicking pictures of the unit. The brand is planning to place one such unit at their corporate office once the activity is over. Thiagaraja views the branding work as a milestone achievement for their team.