Wrap2Earn Unveils Tira's Vama Store Launch With Revamped Vintage Ambassadors

EE News Desk Jun 13, 2024

During the 10-day campaign period, it traversed prominent areas in South Bombay, capturing the interest of pedestrians and commuters

Wrap2Earn, a prominent player in India's cab branding sector, is renowned for its innovative advertising solutions within the taxi industry. Recently, they were enlisted by Tira, a Reliance Retail company, to spearhead a campaign announcing the launch of Tira's Vama store in South Mumbai.

The task at hand was clear: devise a campaign that pays homage to the legacy of the vintage Ambassador car while introducing Tira's debut in South Mumbai.

The creative minds at Wrap2Earn took charge, adorning two Ambassador vehicles with distinctive Tira branding elements, effectively turning them into 'mobile billboards.' These eye-catching displays garnered millions of views over the course of the 10-day campaign.

Strategic routes were meticulously planned throughout South Mumbai, strategically targeting Tira's desired audience. The convoy traversed iconic locations such as Marine Drive, Peddar Road, and Nariman Point, captivating the attention of pedestrians and commuters alike.

Wrap2Earn's team also strategically stationed the cars at key locations, offering complimentary drop-offs to passengers interested in visiting the Tira store. Inside the cabs, passengers were treated to a visually captivating experience, with custom seats adorned with Tira's branding elements, ensuring a memorable journey. Upon arrival at the store, passengers were greeted with a complimentary Tira gift box.

To extend the campaign's reach beyond offline channels, Wrap2Earn collaborated with beauty influencers in South Mumbai. These influencers engaged with the branded cars and shared posts about the launch of the Tira Vama store, amplifying the campaign's impact.

The results of this campaign by Wrap2Earn for Tira were remarkable. Curious bystanders snapped selfies with the cars, tagging the brand on digital platforms. The integration of influencers garnered significant reach and impressions, resulting in a 15 per cent increase in foot traffic and sales, surpassing initial expectations.

Jyotiba Patil, Partner, Wrap2Earn, mentioned, "In a city like Mumbai, which is bombarded with advertising, innovation is key. By creating a unique, interactive experience with the beloved Ambassador car, an iconic part of the city, we were able to generate a significant buzz around the new store launch. Our aim was simple: ensure that everyone in South Mumbai noticed these cabs at least once during the 10-day campaign period. The innovation ensured that the campaign will not be forgotten."

Kavita Khiara, Lead - Retail Marketing, Tira Beauty, underlined, "We felt like we had done it all, from store launch activations and masterclasses to influencer activation, so we wanted something truly disruptive for our Vama store launch. Throughout the campaign period, people shared pictures of the branded Ambassadors with me. We received many phone calls and tags on our digital platforms and saw an increase in-store visits. This campaign surpassed all my expectations in terms of innovation and quality of execution."

This campaign underscores Tira's dedication to innovative brand promotion while highlighting Wrap2Earn's proficiency in delivering distinctive and pioneering advertising initiatives that stand out amidst the competition.