Dalda Edible Oils engages consumers at the Rath Yatra with 'Bhajan se Bhojan tak'

| Marketing | August 10, 2015 | Photo Feature

Jagannath Rath Yatra Dalda

This year being the year of Nabakalebara, close to 15 lakh devotees attended the Jagannath Rath Yatra to witness Lord Jagannaths majestic journey from Jagannath Puri temple to Gundecha temple on a Rath. As a symbol of India's heritage and the prime ingredient in most festival dishes, Dalda Edible OIls conceptualized a unique initiative 'Bhajan se Bhojan tak'. Dalda created their stall at Puri where a mixture of uncooked rice and dal was packaged in Dalda branded bottles and distributed amongst the devotees.

Various installations by Dalda such as the 12 ft branded helium balloon at Grand Road and a life size, lit version of Dalda KGMO's PET bottle at Puri Beach, led to a higher recall amongst visitors at the Rath Yatra.

Dalda Edible Oils also collaborated with noted Indian sand artist, Sudarsan Pattnaik once again to create a life size sand art illustration of the deity Lord Jagannath at Puri Beach.

The key aspect of this activation was the strategic planning of the on-ground activities which portrayed the traditional aspect of the festival whilst ensuring brand visibility to all visitors.

Dalda Edible Oils has been largely focusing on creating engaging platforms for consumers especially in Tier II and Tier III markets to reach out to the masses. Speaking on the success of this initiative, Sagar Boke, Marketing Head, Bunge India, said, This year, our association with Rath Yatra has been very fruitful , being the year of Nabakalebara, we wanted to reach out to every devotee present at the Yatra and our efforts have paid off very well. We have received immense appreciation for our Bhajan Se Bhojan Tak campaign. I am extremely happy that with this initiative by Dalda Edible Oils has not just ensured brand visibility but has reached every household in Puri.

Unique brand visibility and sampling exercises were carried out during the festival keeping intact the traditional aspects of the Rath Yatra in Orissa.

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