Turning a regional perception barrier into a taste-led opportunity
Badshah Masala turned residential communities into product trial environments.
Objective
Build relevance for Badshah among consumers in Maharashtra by encouraging product trial and purchase through a familiar, locally resonant dish.
DirectX Approach
DirectX used Pav Bhaji as the bridge between the brand and its audience. Hot Pav Bhaji stalls at corporate locations and residential societies across Mumbai and Pune used aroma, free tasting and on-site product displays to create a direct path from trial to purchase.
Key Results
The campaign reached Mumbai and Pune through corporate and residential-community touchpoints. The campaign account records purchases after tasting and discovery of the wider masala range, without a quantified sales-uplift claim.
