Dabur Vatika & 92.7 Big FM Set Up Safe Changing Rooms For Women Pilgrims At Magh Mela

Marketing | March 1, 2016 | News

Dabur 92.7 BIG FM Dabur Vatika

Dabur Vatika, a personal care brand from the House of Dabur, in association with 92.7 Big FM set up safe changing rooms for women pilgrims at the Magh Mela. “Every year, millions of pilgrims visit the various Ghats during such melas. At such places, women usually face difficulty in finding an enclosed place for changing clothes. Dabur Vatika, as a brand, has always stood for women’s dignity and this initiative was planned to provide the comfort and convenience to women pilgrims and help safeguard their dignity and their privacy. These Changing Rooms were equipped with a mirror, combs, lights, table and a chair,” says Tiny Sengupta, Category Head – Shampoos & Post Wash, Dabur Vatika.

Commenting on the association Vineet Mittal, Business Head – Rural, 92.7 BIG FM said, “We are extremely glad to announce our association with Dabur during this year’s Magh Mela. We have been associated with Dabur for over three years now creating success stories with initiatives like Hajmola Chatpata No.1, BIG Junior RJ and Mele ka BIG Star. With this tie-up, we are extending our support to this unique initiative and contributing towards safeguarding women’s safety and convenience at a touch point with relevance”.

Dabur Vatika Shampoo installed the changing rooms to safeguard the dignity of women at the pilgrimage and to give them a safe and secure place to change. To connect with women pilgrims and direct them to these Dabur Vatika Changing Rooms, female volunteers were positioned at different locations at the three ghats. A volunteer was also placed near the changing room, offering women Dabur Vatika shampoo sachets. 

The Magh Mela, also known as Mini Kumbh, is held every year in Prayag near Allahabad, Uttar Pradesh, during Jan-Feb. Commencing on the day of Makar Sankranti, the month long mela hosts a large number of people, staying in makeshift houses or tents on the river banks. Taking a holy dip in the river on auspicious dates, is an important part of the festival.

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Female volunteers were positioned at the three ghats to connect with the women pilgrims and direct them to the Safe Changing Rooms, while a volunteer handed out sample shampoo sachets at the entrance.

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