Brand Road Trips and Media Drives

On-Ground Brand Movements is our service for brands that travel in public. We plan product launch drives, media and creator drives, route-based campaigns and brand activations across India and Bhutan. A brand on the road gives journalists and creators something real to report, and the coverage keeps working long after the drive ends.

On-Ground Brand Movements

Product launch drives and media drives

A launch drive puts a product in the hands of the people who will write about it, on roads that test it. Every detail decides what gets written: the route, the stops, the rooms and the timing of each day. How a car launch media drive in India works sets out what a drive like this involves, from the route to the last night.

Drives we have run

On Honda Drive to Discover season 9 in June 2019, we covered more than 1,300 km across Assam and Arunachal Pradesh in four days. The drive was flagged off in Guwahati and ran through Majuli, Dibrugarh, Pasighat, Tezpur and Kaziranga. Twenty-six press cars ran in a fleet of forty-two, with service support, convoy management and backup vehicles.

On 16 July 2017, we took twenty bloggers to Khardung La Top, at 17,582 ft, for a hospitality brand. The meet set two India Book of Records entries, and the bloggers' own coverage is still live nine years later.

In December 2017, a biryani trail for a casserole brand ran from Hyderabad to Calicut through Bengaluru, Chennai and Coimbatore. It covered four states, five cities and around 2,500 km, carrying hot biryani to local food communities at every stop. The Hindu covered it.

All three were planned under ScoutMyTrip, a previous venture led by members of what is now the Pollen Dots leadership team.

Why coverage from a road journey lasts

A press release is read once. A journey produces stories told by many people, each in their own words, on their own sites, over months. How a brand road trip earns organic media coverage explains why that coverage keeps returning in search years later.

What a brand road trip should be about

The drives that are remembered have a reason to exist beyond the product. A route chosen for a story the brand can honestly tell gives everyone on it something to write about. What a brand road trip should be about sets out how to test an idea before a single car is booked. The wider case for road trip marketing as a strategy for Indian brands covers when a journey is the right choice and when it is not.

Brand activations beyond the big cities

Some campaigns need to meet people where they live rather than bring them to a venue. An activation in a small town or along a highway works when it respects the place it lands in. On-ground brand activation in India looks at what that takes.

What to send us first

Tell us what the brand wants people to understand, who you want on the drive, the months you are considering and any budget already set. The route comes after the reason.