BOOKSTATION

The Challenge

Pune is home to thousands of students who visit bookstores in Appa Balwant Chowk regularly in search of books. However, many also opt for deliveries via platforms like Amazon and Flipkart. The challenge was to capture Pune’s market by emphasising on the brand's USP – 5 hour-deliveries from local bookstores to your door.
The other hurdle was transitioning the brand from a local service to a national one. This required not just robust logistical planning, but also a clear marketing strategy that would make Bookstation synonymous with online book purchasing in a competitive market.

The way forward

Bookstation delivers Appa Balwant Chowk’s treasures across the city in a time frame of 5 hours. This saves people around the city the hassle of stepping out and navigating Peth’s traffic.

The team had an unanimous decision – Pune’s rich cultural backdrop, love for tongue-in-cheek humour and distinct local flavour could be leveraged, with the brand's USP; to resonate with the audience base.

Keeping this in mind, we crafted a compelling campaign that combined hyperlocal references with cheeky wordplay. The message tonality adopted was a witty take on Pune's favourites - from streets to authors, slangs and even publications, we had a pun in place for every word.

To effectively penetrate Pune’s diverse landscape, the campaign was divided across segments – localities, authors and publishers, local slangs and academics.

This approach not only captured the attention of Pune’s readers but also built a strong, relatable and distinct brand identity for its hyperlocal market.

By addressing these unique challenges and implementing strategic solutions, we successfully positioned Bookstation as a leading online book delivery portal, delivering a seamless experience to book lovers across Pune and India.

Take a look at the campaign we conceptualised and brought to life for Bookstation