CASE STUDY · 08 · AUTO · BTL · TRADE
Tyre shops, dealers and trade. Brand saliency where the sale happens.
Pan-India
Retail trade
Dealer activation
POS + In-shop
The brief
A national auto-parts brand needed to convert mechanic recommendations and shop-level dealer pull-through — both of which are decided in the conversation between the customer and the shopkeeper, not by any ATL campaign. The brief: build brand saliency at the point of sale across thousands of retail tyre shops, dealer outlets and lubricant retailers nationally.
What we did
We executed a multi-element retail trade activation. In-shop point-of-sale materials — posters, danglers, shelf-talkers — were deployed across competitor-co-existing shops, so the brand competed for visual share on the same wall as its rivals. Counter branding, shop-front signage and entry-pillar wraps were rolled out at high-traffic outlets. Trade marketing teams visited dealers on a recurring beat for distributor activations, schemes communication and dealer-incentive programme rollouts. Daily compliance reports tracked which shops actually received the materials and which displayed them correctly.
The numbers
Why it worked
Auto-parts purchase decisions are heavily mechanic- and shop-led. A national TVC builds awareness; the actual conversion happens at the counter, when the customer asks the shopkeeper what to buy. We invested where the decision is made — at the point of sale — with materials designed to compete for visual share against rival brands already in the shop. Trade-relationship work made the dealer the brand's advocate, not just its distributor.
Brand name withheld under confidentiality. Reference available on request under NDA.
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