Headquartered in Lucknow, India, Organic India cultivates, collects, processes, manufactures, and markets organic products for supporting sustainable farming and promotes agricultural communities in India. The organization is committed to providing genuine “True wellness” health supplements and products to the global community. Working directly with the farmers, they support a sustainable working model wherein farmers are encouraged to cultivate crops on their land for Organic India and food crops for their own purpose on a rotation basis.
Organic India Advertising Objective
Through their last campaign spanning across two months of December and January, Organic India advertised for a dual purpose. While one of the prime objectives of advertising always remains brand promotion and awareness among the target audience, another primary motive this time was to give information about product retailers of each geography.
Organic India along with releaseMyAd executed a pan-India campaign particularly reaching out to the entire geography of Delhi, Madhya Pradesh, Haryana, Punjab, West Bengal, Andhra/Telangana, Gujarat, Maharashtra and Tamil Nadu. To gain a deeper penetration in these areas, it was necessary to reach both the English reading as well as the regional audience. In order to create maximum impact on its target audience, it was imperative to reach the roots of each targeted geography. releaseMyAd identified this need and created a media plan keeping the target audience of each area in mind. The top circulated newspapers in both English and regional language was selected and worked upon. Through constant media negotiations undertaken by our sales team, we were able to come out with a concrete media plan within the company’s budget.
In Maharashtra, Organic India advertised in Sakal Today and Lokmat-Manthan, which are both Marathi language supplementary dailies. In Sakal Today-Pune edition and Lokmat Manthan, half page ads appeared on right-hand pages. In Delhi NCR the combination of Navbharat Times and Times of India was used to cover the entire demography. These papers have a wide reach and generate maximum response. For West Bengal, the top circulated dailies of the region were picked up, Telegraph-t2 and Ananda Bazar Patrika(ABP) for the Bengali reading audience. A feature was run in ABP-Kolkata edition and a full-page advertisement appeared on a Right-hand page of t2. Half Page Advertisements in right-hand pages of Deccan Herald and Deccan Chronicle were leveraged to target the audience of Andhra Pradesh and Telangana. In Punjab, top circulated dailies Punjab Kesari and Jagbani were used for brand promotion, where half-page ads were run in the right-hand pages of both the papers. Additionally, half-page advertisements were run in the premium Page 3 of all editions of the highest circulated English language daily of Punjab, The Tribune. For Tamil Nadu, half page advertorials were published in the Metro Plus supplement of The Hindu in all the editions of the paper in that region. Two insertions of the ad were published in Gujarat Samachar-Satadal, a Gujarati daily. For the wide and diverse region of Madhya Pradesh and Chattisgarh, half page ads were published in premium positions of Aha Zindagi-a highly targeted supplement of Dainik Bhaskar.
Through this exhaustive campaign undertaken in the major states of the country, Organic India fulfilled its dual purpose of brand promotion and information generation about its product and retail stores. There was wide response and enthusiasm among the masses regarding the health and wellness products of the brand.