The In-Shop Branding Blitz by First Marketing Services
- Bhavin Kariya
- Mar 28
- 3 min read
What do you get when you mix a legacy brand like Amrutanjan Pain Balm, a high-speed execution plan, and five culturally rich Indian cities?
You get a campaign that worked like a balm on chaos, and that’s exactly what we at First Marketing Services pulled off!
From bustling markets in the north to the laid-back charm of the south, our journey with Amrutanjan wasn’t just about putting up boards—it was about living the story behind every branding moment.
The Brief: Make Amrutanjan Unmissable in 5 Cities
The mission was simple in theory, ambitious in practice—brand presence across 5 cities: Lucknow, Varanasi, Aurangabad, Nagpur, and Vijayawada.
We were tasked with in-shop and on-shop branding, and yes, we had only 4 days in Vijayawada to pull off 30 outlet activations. That’s not execution. That’s... Amrutanjan-fast relief-level execution.
Vijayawada – Where Strategy Met Speed
Let’s start with our smoothest sprint—Vijayawada.
In a record 4 days, our team went from groundwork to fully installed branding across 30 retail outlets. We're talking:
Non-Lit Boards
Sunboard with Vinyl
One-Way Visions
Standees
Only Vinyl Displays
Every piece of branding was perfectly positioned to deliver one message loud and clear: “When in pain, trust Amrutanjan.”
The best part? Despite the language barriers, we connected effortlessly. By Day 3, our team could say “Pain relief” in Telugu (okay, sort of... okay, not really—but we tried! 😄). Let’s just say, our sign language game was top-notch!
Lucknow & Varanasi – The MahaKumbh Test
Here’s where the real test began.
We entered Lucknow and Varanasi just in time for the MahaKumbh Mela—where spirituality meets logistical nightmares. The cities were a sea of humanity. Roads were packed, schools were closed, even Google Maps looked confused.
Trying to install dealer boards during the MahaKumbh is like trying to thread a needle in a thunderstorm—with one hand.
Still, our team didn’t flinch. We adapted, re-routed, scheduled night installs, and even found ourselves chatting with sadhus while holding ladders. One team member joked, “Even Amrutanjan can’t cure Kumbh-level foot fatigue.” 😂
But you know what? We got it done. Smoothly. Safely. Smartly.
Aurangabad & Nagpur – Our Balanced Break
Next up: Aurangabad and Nagpur, where we found our rhythm.
Friendly dealers, timely approvals, cooperative weather—this is where the campaign really settled into its groove. We experimented with local language branding, explored cultural references for better visual resonance, and let’s not lie—ate some phenomenal vada pav in between.
It was professional. It was precise. It was peak First Marketing style.
With customized layouts and formats, every outlet’s in-shop branding reflected the unique spirit of Amrutanjan.
What Made This Project Truly Special?
✔ Speed & Agility: From concept to execution, we moved like a breeze (a pain relief balm breeze, of course).✔ Localized Branding: Regional languages on boards made each store feel hyper-local, creating better resonance with customers.✔ Cultural Adaptability: Our team danced between dialects, signage specifications, and city challenges with ease—and a dash of humor.✔ On-Ground Relationships: We weren’t just vendors; we became part of the local business ecosystem in each city.
The First Marketing Services Promise
We don’t just put up boards.We solve problems, build stories, and bring brands to life—even if it means walking through MahaKumbh crowds with vinyl sheets over our heads.
The Amrutanjan campaign reminded us why we love what we do—because every city, every language, and every outlet comes with a new learning curve. And when you can make branding feel as seamless as pain relief? That’s a win.
In-shop branding is not just about visibility—it's about creating an emotional recall every time a customer walks into a store.
At First Marketing Services, we specialize in in-shop branding that transforms retail spaces into powerful brand touchpoints.
Final Note – A Campaign That Went Beyond Branding
Whether you're targeting metros or regional markets, our expert in-shop branding strategies deliver consistency, visibility, and results.
From ghats to godowns, south lanes to sacred sands, this was more than a campaign. It was a journey—a perfectly timed, perfectly executed campaign with a timeless brand that stands for trust and comfort.
Thank you, Amrutanjan, for choosing First Marketing Services to carry your story forward. We walked in with tools and vinyl's. We walked out with stories, smiles, and a bit of muscle ache (don’t worry—we had balm!).
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