CREATING TOP-OF-MIND RECALL ACROSS MICRO MARKETS
METRO Wholesale India is a global leader in business-to-business wholesale and is the largest sales division of the METRO Group. Over the last decade and a half, Metro Wholesale India has grown by 27 cash and carry stores across 17 cities.
Television Commercial, Digital Film
Regional TV Channels, Social Media
Early into FQ3 of 2020, Arvind Mediratta, Managing Director and CEO, Metro Cash and Carry India, shed some light on METRO’s expansion goals in India. One of their key strategies was to focus on growing small-format stores across tier 2 cities, largely focused on traders, as kirana shops emerged as key providers of essential items to Indian consumers during the country’s protracted lockdown.
To tap into these specific micro-markets, and to expand market share despite a lockdown, METRO came to us with a mandate of a series of TVCs to creatively position Metro Wholesale and its myriad offerings for traders, restaurateurs, and small business owners of India.
Coming out of Unlock 1.0 – where the video business was filled with uncertainty – we were one of the first in the market to put together safe shoot protocols in line with WHO guidelines. The Red Bangle platform with its cloud capabilities and our creative processes ensured smooth end-to-end production across films despite never having met the client team until the day of the shoot.
For the first series of TVCs, METRO’s audience personas were broken down into three segments – each of which had its own film which was further redubbed for regional distribution. Owing to the first campaign’s success, we then went on to craft our second series of TVCs, this time casting the incredibly talented film and theater star – Namit Das.
Localizing Videos For METRO
Strengthened Top and
Middle Of The Funnel
Amplified Brand Reach
Reinforced Credibility and Trust
Increased Emotional Connection
Humanized The Novo Nordisk Brand
Strengthened Bottom Of The Funnel
Videos for client
India.Campaign.FMCG.Quality Spices and Dry-Fruits: TVC for Metro Cash and Carry
India.Campaign.FMCG.METRO | Namit Das | Luggage Film
India.Campaign.FMCG.Not A Mistake TVC | Metro Cash And Carry | Namit Das
India.Campaign.FMCG.Metro Cash And Carry | Not A Mistake TVC featuring Namit Das
India.Campaign.FMCG.Fresh Meat at Metro: TVC for Metro Cash & Carry
India.Campaign.FMCG.METRO | Not A Mistake