Heritage Foods’ creative Durga Puja campaign

Heritage Foods, a brand synonymous with quality dairy products, recently wrapped up a highly successful 28-day campaign in Kolkata, strategically aligning with the city’s vibrant Durga Puja festivities. Originally planned for 15 days, the campaign was extended due to an overwhelming public response. The timing was ideal, as the city was bustling with immense foot traffic, making it the perfect backdrop for a high-impact brand activation. 

The campaign’s standout features included the deployment of four branded cabs that acted as mobile billboards. These vehicles, adorned with innovative 3D product toppers, navigated through key areas such as Howrah Bridge, Eden Gardens, Victoria Memorial, and various Durga Puja pandals. This approach ensured maximum visibility and captured the attention of festival-goers and residents across the city. The addition of visually striking 3D elements on top of the cars added a unique and engaging layer to the promotion, reinforcing brand recall among the public. 

To create deeper engagement, the campaign integrated product sampling and on-ground activations. More than 5,000 samples were distributed during the event, which not only heightened interest in Heritage Foods’ offerings but also resulted in significant customer sign-ups and valuable data collection. This direct interaction with consumers raised the brand’s profile and facilitated a 15% increase in sales, as well as a noticeable uptick in website traffic. The campaign’s effectiveness was magnified through an 8-hour roadshow held each day, drawing in large crowds and sustaining excitement throughout its duration. 

The campaign was executed in collaboration with Wrap2earn Carnival, a leader in innovative marketing solutions. This partnership allowed Heritage Foods to push the boundaries of traditional OOH advertising by pairing it with transit media, setting a new benchmark for brand promotion. The success of this collaboration drew attention to the potential of integrated marketing strategies that blend physical visibility with experiential engagement. 

According to Elmer Dsilva, Founder and CEO, “We launched ‘Wrap2Earn Carnival” as part of our overall cab branding value proposition after the overwhelming success of our innovative Tira Campaign. Since then; we have received interest from a lot of brands who want to break through the clutter of vanilla on-road transit advertising. We’ve had the opportunity to execute on-cab innovation campaigns for a number of brands such as Amazon Prime Video, Tata Capital, etc… The ability for brands to bring these innovative campaigns online through influencer integration & the inherent PR value makes this offering very attractive for brands. “