Impact Communication Creates World’s Largest Bottle of Pudin Hara at Nauchandi Mela, Meerut

Marketing | June 5, 2017 | News

Impact Communications Dabur

This year’s Nauchandi Mela created ripples among visitors as it saw a one of a kind BTL activity by Dabur Pudin Hara. A 22-foot life size bottle welcomed lacs of visitors in its air conditioned experiential area providing instant relief from the scorching 44-degree heat outside. 

The Nauchandi Mela of Uttar Pradesh is an annual celebration held at Meerut with a legacy of more than a century. It is a one month long carnival that attracts more than 25 Lakh visitors every year. The mela serves as the perfect spot for brands and companies to market their product or launch a new product.

To leverage the occasion, Dabur planned to build a life-size bottle of Pudin Hara at an experiential zone for the visitors. This unique experience was co-created with renowned BTL agency Impact Communications.

The biggest challenge faced by the agency in completing the brand activation was to build a 22-ft. structure weighing 500 kg from the ground level. The task was meticulously planned and took the execution team nearly 7 days to execute.

The bottle stood 22-ft. high and towards the bottom of the huge structure was an experiential area called ‘Thandak Zone,’ created with the help of mist fans circumferencing the area. This was done in order to give relief to the mela visitors from the heat and to communicate the purpose of Pudin Hara i.e. cooling and relief from common stomach ailments. The mist fans threw cool air with a fragrance of ‘Pudina’ so the people could feel the ‘Thandak’ and identify with the free sampling of Dabur Pudin Hara. This unique idea attracted people in large numbers to experience this ‘Thandak Zone’ and be a part of this campaign. The popularity of the enormous Pudin Hara bottle and the ‘Thandak zone’ spread like wildfire and was the talk of the town/mela.

Sunil Sharma, Head - Consumer Activation, Dabur said, “I am actually overwhelmed to see such a phenomenal response to our clutter-breaking concept. Within 11 days of the mela, viewership of this mega structure was over Lacs of Consumers while the liquid & fizz sampling of Pudin Hara was in Millions.The innovative Thandak Zone was a sensation among the Mela visitors as it conveniently served as one stop solution for stomach related ailments as well as savior from the scorching heat. Seeing this success, we plan to go much bigger next time with an altogether new and innovative campaign”.

To leverage the occasion, Dabur planned to build a life-size bottle of Pudin Hara at an experiential zone for the visitors.

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