Summary
The pandemic brought several changes in the way we lead our daily lives from improving our personal hygiene to adopting safer means of shopping for our needs. This campaign helped us create a consumer-centric, robust, customized and digitalized platform that helped us deliver our entire Fortune portfolio of products, safely and efficiently to customers across India.
Challenge
There is an added layer of comfort in going to the "kirane ki dukaan (brick and mortar store)" next door. The nostalgia of ordering your monthly staples (and a few added treats), the convenience of paying the bills by putting it on the "udhaar khata (credit account)" and leaving with a friendly smile on your face and a little chat with the owner. This used to be the reality of grocery shopping for most of India before 2020. With the advent of a worldwide pandemic constraining our daily movements, a fresh approach was needed to help every Indian get their daily staples delivered to them safely. The advancement in modern mobile technology came as the blessing when the world was brought to a standstill by the pandemic.
Objective
The pandemic saw an exponential increase in the usage of mobile food/grocery ordering apps and UPI digital payments. Which led to a migration of a large chunk of customers to online purchasing and a change in the purchasing habits. So, we decided to create a unified platform, where we introduced the convenience of modern technology into everyday grocery shopping through our Fortune Online app. Using this, customers can order their favourite Fortune genuine products direct to their doorstep, from the safety and convenience of their homes.
Strategy
Official social media handles on various platforms were created to generate awareness and create a buzz around our brand. We launched a social media campaign, #NayeBharatKiNayiDelivery to emphasise how we were contributing towards building a "new India" by introducing a No-contact, door step delivery for all Fortune products.
Data
The campaign was a roaring success as it reached over 1.36L people in less that 2 months. This lead to a positive impact on our Fortune Online website as well. The informative video content we posted on YouTube saw more than 1.14L views in just 2 months. Moreover, India liked our initiative of Free Home Doorstep Delivery that we attained over 80,000 app downloads in this short time span.
Solution
We decided to create a unified platform, where we introduced the convenience of modern technology into everyday grocery shopping through our Fortune Online app. Using this, customers can order their favourite Fortune genuine products direct to their doorstep, from the safety and convenience of their homes.
Results
With the successful launch of Fortune Online app, we are able to provide every India with a safe, alternate way to shop for their daily grocery online, from the safety and convenience of their homes.
