Edible oil company Dalda initiated an out-of-home (OOH) campaign in Puri, Odisha, to engage with pilgrims during the Jagannath Rath Yatra.
Pilgrimages in India attract huge crowds and are the perfect platforms for brands to engage with consumers. The Jagannath Rath Yatra in Puri is touted as one of the country's largest annual festivals and attracts more than a million strong crowd, including audiences of all ages.
Dalda Edible Oils decided it was the perfect platform to interact with the audience in an innovative way. It collaborated with Sudarshan Patnaik, a sand sculptor, to create a life size sand art installation of Lord Jagannath on the beach in Puri.
On display from June 29 to July 5, visitors were encouraged to participate by clicking pictures with the sand art and liking Dalda's Facebook page.
The company also created special branded merchandise. Sagar Boke, Head-Marketing, Bunge India, said that consumer engagement is a very important focus point for the company and that innovative consumer activations in different cities are of prime concern.
Dalda Edible Oils has been largely focusing on creating interactive platforms for consumer engagement, especially in Tier II and Tier III markets, to reach out to their consumers. Its recent activities of Holi Milan Samaroh in various cities across Uttar Pradesh and the Baisakhi activation have paved the path for various other experiential marketing activities.