The activity, which is being managed by iris Experience, will include a targeted trialling drive in supermarkets and a selection of train stations across the UK. It will include a prize offering consumers the chance to win a holiday to India.
Iris says the campaign will encourage consumers to sample the products en route home and en route to purchase, as well as providing them with the opportunity to purchase there and then.
Nico Tuppen, joint managing director of iris Experience, says: “Sampling is often an extremely passive experience. Our campaign for the Mumbai Spice launch is more of an “active trial” – something with a genuine, context-laden experience at the heart of it. It’ll deliver real, memorable value to consumers, as well as see us retail directly at train stations, which is in itself unusual.”