Dabur Red Paste Partners Impact Communication to Engage Devotees at Magh Mela 2018

Marketing | February 23, 2018 | News

Dabur Impact Communications

Sangam Snan is a holy dip is taken by millions of pilgrims visiting the Mela from across the country. It is believed that through this ritual a devotee can wash away their sins and attain ‘Moksha’. No pilgrimage is complete without holy chant playing to ignite the real spiritual fever.

Hinging on this insight and taking forward the tradition, Dabur Red Paste partnered with Impact Communications to service the pilgrims in Magh Mela 2018 by deploying an Oral Hygiene Zone at a prominent location to cater to the captive audience.

“Dabur Red Paste Dant Snan” as a platform was built on the insight that the pilgrims desire to be cleaned at every level at the Sangam. For the same, an innovative unit was created and placed at the ghats wherein visitors are invited to Brush with Dabur Red Paste in the spiritual environment supported by Om Chants interweaved with the message of 7 key benefits.

Dabur had placed multiple such units at various locations to cater to the large influx of pilgrims visiting the ghat. It gave the pilgrims a unique & divine experience to the pilgrims while brushing in such positive environment.

Massive visibility was created around Dabur Red Paste Dant Snan through posters and banners at key touchpoints.

Harkawal Singh, Marketing Head – Oral Health Care Division, Dabur said, “Dabur India Ltd. is spreading message of Oral Hygiene amongst Lakhs of devotees at the ongoing Magh Mela using a unique toothpaste dispenser at an exclusive Dabur Red Paste – Dant Snan Zone inside the fair premises in service of pilgrims”.

Sunil Sharma – Head, Marketing Activations, Dabur said, “This is a unique property created for the brand that has not only helped to build affinity towards Dabur Red Paste & its Ayurveda based products amongst the masses but also helped to enhance brand strength”.

"Appetite of the rural consumer for more enticing activations has increased with the changing times. The technological intervention of musical Om Chants aided the campaign reach and was the high point of our concept"- said Nidhi Singh, COO Impact Communication.

Massive visibility was created around Dabur Red Paste Dant Snan through posters and banners at key touch points.

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