Strategy was to sell RGC at the Moment of Truth. We identified and selected more than 25 vegetable markets near railway stations across Mumbai to reach out to the masses. We took RGC vans to all vegetable markets and stationed them strategically. Branded arches at the market made these markets seem like a specialty Real Good Chicken shop. The mobile van took the form of shop inside highly crowded local vegetable markets. At each of the 25 markets, 15 Promoters stood at every 15 feet, covering the length and breadth of market. Promoters announced price offer on loudspeakers & personally educated customer about protein benefits. Additionally, Radio Jockey’s from 3 leading radio stations of Mumbai amplified price parity between chicken and other vegetable items. A 100 bus shelters near railway stations and roads leading to vegetable markets were branded by RGC promoting price. Radio buzz and Bus Shelters branding drove heavy footfall.

The whole campaign reached more than 500,000 consumers in Mumbai. Real Good Chicken ran out of stock in 2 days. This innovative activity generated media buzz and delivered PR worth $ 1 million. Consumers were happily surprised by Godrej Tyson's initiative. Consumers at vegetable markets found Real Good Chicken affordable and appreciated its launch. Consumers considered opting to consume Real Good Chicken 2-3 times a week instead of just once. Overall growth in sales volumes up by 25%.