Dalmia Cement Brings River Ganga To The Terrace with 'Chaathwali Chhath Pooja’
by Madiha Khan Marketing | November 20, 2018 | News
Festivals in India not only lures general public but also attracts advertisers and marketers. Festive time becomes a great opportunity for them to reach out to their target consumer and engage with them through innovation. Durga Puja and Diwali was always cluttered with festive campaigns and branding. In recent times, traditional festivals like Rath Yatra and Chhath Puja have also started seeing a lot of branding and brand integration because of the sheer volume of people participating in them.
This was the second year for Dalmia Cement’s unique initiative ‘Chaathwali Chhath Pooja’. Chhath Pooja is spread across four days wherein the devout offer prayers at sunset and sunrise to Surya Bhagwaan (Sun God) while taking dips in water, preferably in the river Ganga. It’s observed with strict fasting by women in Bihar, Jharkhand, Eastern Uttar Pradesh and parts of Nepal.
Like last year, this year also Dalmia Cement literally brought River Ganga to the homes of Patna on the auspicious occasion of Chhath Pooja. In ‘Chaathwali Chhath Pooja’, Dalmia Cement constructs water tanks across terraces of Patna’s apartments for women to perform Chhath Pooja conveniently. Water tankers ferry fresh water from River Ganga to fill these tanks, for keeping the pooja as authentic as possible. Second year in a row, this year activity went bigger and better with a greater number of apartments participating in the campaign.
Dalmia Cement selected homes for constructing these water tanks through a contest, the promos for which ran on Cable TV & FM Radio Channels. Residents were asked to send in their entries through WhatsApp. Dalmia Cement Team then recced the shortlisted homes before constructing tanks on their terraces, much to the delight of the residents of these 15 apartments
Indrajit Chatterji, Executive Director- Sales & Marketing (East) Dalmia Bharat Cement, “Women have traditionally performed this pooja partly submerged in the River Ganga. Over the years, performing the pooja got tougher due to various factors. Hence, devotees with access to swimming pools started shifting their poojas to these water bodies. ‘Chaathwali Chhath Pooja’ is a humble attempt by us to make lives of those in the community better”.
Dalmia Cement teamed up with SureWaves MediaTech second year in a row, who conceptualized and brought this initiative to life.
Mr. Parth K. Jha, Vice President- Content & Alliances, SureWaves said, ‘Chaathwali Chhath Pooja’ is a very innovative concept which is conceptualized and executed by SureWaves activation team. The tone of the campaign revolves around the nostalgia of terraces and piousness of Chhath Puja. The idea is to give devotees, the ease of doing this pooja with same piousness and fervor as before. We are very glad that Dalmia Cement continued its association with this campaign for the second year in a row.”
The activation was done on November 13th 2018 in Patna