India’s leading incense stick manufacturer, Shalimar Agarbatti Co, has roped in West Bengal’ leading actor and superstar Abir Chatterjee as the face for its brand Avida in its new ad campaign. The television, print and outdoor campaign for Avida is based on an insight that highlights the consumers as highly discerning while choosing their food, clothing and other daily purchases, but is unconcerned and often overlooks quality while buying incense sticks. This display of contrasting behavior is because, most often, consumers allow their agarbatti purchase decision to be made by the retailer or shopkeeper. Therefore, they are coaxed to buy brands that earn high margins for the seller but may be of low quality...Read More
