Categories Name : Special Awards

Sub-Category : Best use of AR or VR

Entry Name (Campaign) : Experience the authentic journey of mango

Covering Note / Overall Experience

In India, every age group eagerly waits for this time where they enjoy non-stop mangoes. Approximately, 100 varieties of mangoes reach Indian markets. There are Mangoes that are cultivated with excess pesticides & artificially ripened with harmful chemicals which lead to adverse consequences. Reliance SMART, one-stop shopping destination, follows the authentic process and meets Gold standard quality of mangoes, as we have a detailed process of how the Mangoes reaching the store from the farm. We wanted our costumers to experience the authentic journey, so they are aware of the Mangoes they purchase.

Concept

Reliance SMART, a grocery retail brand, believed in making the customers to make SMART choices, when it comes to shopping & Savings. Hence, as grocery retail brand during the Summer season, which is synonymous to one thing - Mango. The brand with it s strong supply chain, always made sure fresh of fruits & vegetables reach the customers. Also, with Mango, in India, every age group eagerly waits for this time where they enjoy non-stop mangoes. The brand wanted to showcase this farm to fresh concept & the Authentic journey of the Mango. Hence, a VR set-up at the store for the customers to experience, that took them straight to the farms.

Innovation

A VR experience was set-up at the store for the customers to experience the Authentic journey of the Mango. It took them straight to the farms of Alphonso Capital, Ratnagiri. The VR had a farmer explaining every step and the best agricultural practices followed during the cultivation from sourcing to the store.

Execution

The main message ‘Farm to Fresh’ concept with Carbide-Free mangoes of Reliance SMART was not just spoke but also experience, giving the shoppers an insight of this journey. The activity not just had information to give, but some interesting activity 1. Fun facts 2. Quiz 3. An immersive activity where people hand-pick mango via VR

Results

Footfall - 5000+ customers who interacted with VR

Return on investment - There is 26% sales growth on Mango post the activity