FDC Electral x Wrap2Earn – A Flavor-Packed OOH Campaign Across 11 Cities

Keisha Alemao -

Table of Contents

  1. Introduction
  2. Strategic Objectives
  3. The Solution
  4. The Outcome
  5. Conclusion

Introduction

In today’s fast-paced market, where consumer attention is fragmented, brands must find creative ways to stay relevant and top-of-mind. FDC Electral, India’s trusted name in hydration, wanted to connect with urban audiences in an engaging, memorable, and innovative way. To achieve this, FDC partnered with Wrap2Earn to roll out a large-scale out-of-home (OOH) activation that turned everyday commutes into vibrant brand experiences.

Strategic Objectives

The primary goals of FDC Electral’s innovation roadshow were:

  • Generate buzz for the launch of new flavors: Introduce Electral’s latest flavors to urban consumers in a way that creates excitement and curiosity, ensuring the new offerings get noticed immediately.
  • Create excitement and awareness among consumers: Make the campaign highly visible in city streets and public spaces, capturing attention and encouraging people to engage with the brand.

In addition to these main objectives, the campaign also aimed to engage consumers creatively through visually striking and interactive experiences, while reinforcing brand recall by keeping Electral top-of-mind as a trusted, innovative hydration choice.

The Solution

To achieve these objectives, FDC Electral leveraged Wrap2Earn’s Carnival Cab solution, which transformed regular city cabs into mobile brand canvases. The campaign was executed with precision across 11 cities – Agra, Bhopal, Varanasi, Lucknow, Prayagraj, Nagpur, Patna, Pune, Jodhpur, Kanpur, and Surat.

Key elements of the campaign included:

  • Branded Carnival Cabs: In each city, 5 specially branded cabs ran for 10 days, carrying Electral’s vibrant flavors – Fresh Mango, Lychee Burst, Blackcurrant Blast, Shikanji Lime, and Pinacolada Punch – directly to urban streets.
  • High-Frequency Exposure: The moving cabs ensured Electral’s branding was seen repeatedly in high-traffic areas, maximizing reach and recall.
  • Engaging Visual Storytelling: The creative wraps brought alive the freshness and energy of Electral’s flavors, making the cabs unmissable to commuters and passersby.
  • Seamless Execution: Wrap2Earn’s expertise ensured flawless campaign rollout across all cities, maintaining consistency and impact.

The Outcome

The campaign created a city-wide buzz, turning ordinary commutes into memorable brand touchpoints. By spreading across 11 locations, FDC Electral achieved:

  • Widespread Awareness: Thousands of impressions generated daily across busy intersections, marketplaces, and residential zones.
  • Enhanced Engagement: Consumers encountered Electral’s flavors in a refreshing, street-level format that felt personal and approachable.
  • Enhanced Recall: Repeated exposure across multiple cities strengthened Electral’s positioning as the go-to hydration partner with exciting flavors.

Conclusion

This campaign highlights FDC Electral’s forward-thinking marketing approach, proving that smart OOH activations can deliver meaningful connections with consumers. By partnering with Wrap2Earn for flawless execution, FDC Electral successfully rolled out its campaign across 11 cities. The initiative stands as a testament to the power of creative storytelling, innovative formats, and strategic execution in amplifying brand presence and driving consumer recall at scale.

Watch our campaign video here to see how Electral turned everyday city streets into a festival of flavor and refreshment.