VMS Events Executes Aashirvaad Aata's 'Kanak Di Khanak' 5-day Campaign in Punjab
by EVENTFAQS Bureau Entertainment | May 13, 2022 | News
Aashirvaad Aata Kanak Di Khanak
Aashirvaad Aata on the occasion of Vaisakhi held its Punjab campaign "Kanak Di Khanak" from 13 to 17 April across the cities of Amritsar, Jalandhar and Ludhiana. Through the campaign, the brand endeavored to celebrate the culture of Punjab and ITC's long-lasting association with the state.
They engaged the consumer to make them experience Aashirvaad's 4 step process of making atta consistent with the traditional practices of Punjab. VMS Events created an installation in the form of a maze, with individual sections/rooms entailing a task related to one of the steps of atta making at Aashirvaad. A challenge was given to the consumer participating which was, that they have to complete the game and come out in the given time frame to win a 10 Kg Aata pack.
They witnessed participation of 50,000 plus during the 5-day activity at different locations.
"We feel honoured to have conceptualized an exciting installation and activation in the form of a maze that was so different and yet engaging" - Parth Gaur, Director & Business Head, VMS Events.
"In an era of copy-paste it is always special to work with clients who strive for unique consumer experiences. ITC foods (Aashirvaad) gave us such a challenge for their Baisakhi activation and our team delivered, the biggest challenge was to physically create the whole maze in under a day and get it running but we were able to deliver and the consumer response was fantastic! We are proud of this campaign and look forward to creating many more" - Juhi Gupta, Client Servicing, VMS Events.
Aashirvaad Aata on the occasion of Vaisakhi with its Punjab campaign ‘Kanak Di Khanak’ from 13 to 17 April across cities of Amritsar, Jalandhar & Ludhiana.