Brand Street Integrated builds on D2C model, announces partnership with leading brands

In the wake of the nationwide success of their ‘Store on Wheels’ campaign, experiential marketing agency Brand Street Integrated (BSI) have announced their intention to expand the scope of this ground-breaking and innovative concept.

This second phase will centre around the integration of new partner brands and offer doorstep delivery of a wider selection of essential and non-essential goods and products. Key among these new brands are global food company Borges International Group and India's largest coffee maker Continental Coffee. By serving as a one-stop shop for some of the world's biggest brands, BSI gives its customers the luxury of choice in the midst of the pandemic.

With the ‘Store on Wheels’ campaign successfully activated and executed in ten metros across India, the next phase of this D2C approach will also be launched in 6 cities, including key tier-II hubs. This stage will also see the on-boarding of over 300 resident welfare associations (RWAs), to add to the 200 RWAs already being serviced.

Commenting on this announcement, Mayuresan Gurukkal, Head (South), Brand Street Integrated, said, “After the fantastic response our Store on Wheels campaign received, we knew we’d hit on a winning formula. Expanding the concept to fashion and clothing was the natural next step. By allowing customers to indulge in some much needed retail therapy while staying safe at home, we’re helping shoppers take another step towards the new normal. We’re thrilled to have partnered with some fantastic brands, and look forward to further iterating on this concept.”

BSI’s campaign has played a vital role in tackling the ongoing COVID-19 pandemic by supporting the cause of ‘Stay Safe Inside the Home’. Stringent containment measures have seen many people confined to their homes for several months. By establishing a wide network of partnered RWAs, BSI gives brands the opportunity to directly connect with its customer base, bypassing the hurdles of permissions and certifications otherwise required.

On the association, Preetam Patnaik, Head -Marketing, Continental Coffee commented “We are excited to be a part of Brand street and have started this pilot on the concept of making our brands – Continental Coffee range (Coffee ..As you like it) available at consumer doorsteps. For our category, consumers stick to their regular habit of having hot beverages as per the schedule, and with the current situation the in-home consumption has gone up. Continental Coffee brings a range of coffee for consumers starting from Instant coffee to filter coffee to premix coffee. We are continuously ideating on multiple ways on how to bring our coffee at consumer doorsteps. We appreciate the strategy of the BSI team in making this model live in a short period and looking forward to great results based on which we can scale it up.”