Results and Effectiveness

Consumers slowly began noticing the new 'reservation chart'. The innovative idea created a buzz in the station inviting more passengers to look at the poster. The enquiries increased and consumer walk-ins to the store went up fourfold in the first week of the campaign.

Creative Execution

Passengers easily noticed and connected well with our reservation poster, as it was strategically located near the charts they are used to checking their names against. It was also the first time that the railway reservation charts were used as an advertising medium. The creative execution was relevant to the brand because it reminded passengers that books are the best companions for train journeys.

Insights, Strategy and the Idea

'Blossoms' book store had just opened a new outlet at the Bangalore city railway station and realised that gadgets like music players and laptops were replacing books during journeys. Our challenge was to bring back the habit of reading books during long train journeys amongst older consumers. We also wanted youngsters to consider books as the best companion for any journey. Passengers, in-spite of knowing their seat numbers check the reservation chart and find out whom they would be travelling with. They wanted to travel with people who would make their journey exciting and memorable. And that was our insight.