Dabur Pudin Hara and 92.7 BIG FM team up to create India’s Biggest Umbrella


The Nauchandi Mela is usually held during this time in the small town of Meerut. It is a month-long celebration featuring colourful stalls, religious rituals, arts and celebrations. More than fifty thousand people attend mela everyday. It is hailed as a glorious coming-together of people disregarding their caste, creed and other man-made boundaries.

Dabur Pudin Hara is attempting to leverage the huge footfalls at the event to achieve the largest sampling (1,00,000 unique samples) of the Pudin Hara Lemon Fizz ever. They have teamed up with 92.7 BIG FM and created India’s Biggest Umbrella for attendees to take a breather and beat the scorching heat of the day. This initiative is an attempt to enter the Limca Book of Records for conducting the most number of samplings at a single location in a month.

The idea came to life when both the brands decided to spread awareness on gastronomic issues and relief in a light-hearted manner. A few activities that engaged people under the umbrella were a skit show around the concept of Pudin Hara as Pet ka Fire Brigade, a sampling van designed on the lines of a fire brigade, in mela catchment area of 75-80 km and Gol Gappa stalls to encourage people to eat what they wished as far as they were under Pudin Hara’s protection. The BIG Rural team, which is part of the Reliance Broadcast Network Limited, is executing the activation.

Commenting on this initiative, Mr. Ajay Parihar, Category Head-Digestives, Dabur India Limited said: “Dabur Pudin Hara comes in the form of Pudin Hara Liquid, Pudin Hara Pearls and Pudin Hara Lemon Fizz, and provides instant relief from stomach problems like gas, stomach ache & indigestion. Just like the umbrella provides quick relief from extreme weather conditions whether its heat or the rains, Pudin Hara Lemon Fizz also provides instant cooling effect to the stomach. This initiative will help us reach out to lakhs of consumers who visit the Nauchadi Mela and give them not only an opportunity to experience the cooling benefits of Dabur Pudin Hara Lemon Fizz but also be part of a record-making exercise.”

Mr. Vineet Mittal, Business Head, BIG Rural said, “Melas are used as a primary medium to reach out to semi-urban and rural masses. Every mela has its own unique offering and with this initiative we would like to build a long term bond with the consumers and make them feel special of being part of an initiative which has created a record in the country.”

92.7 BIG FM’s initiatives have won many accolades in the marketing world. The station’s rural vertical has taken up various rural initiatives to add values to its listeners’ lives. Previously, the brand has executed BIG DISHA, an initiative focusing on enhancing lives of rural youth in small towns. “Through this program we provide career counseling and personality development tips of students by inviting experts to visit rural colleges. So far, the company has reached over 1000 colleges until now”, says Mittal.

It’s Mele Ka Big Star activation is another campaign worth talking about. Marketed as India’s first rural based talent show, auditions are held in rural melas and shortlisted candidates are given opportunities to be on TV and radio. The show already enjoys a successful run of four seasons.

Tags assigned to this article:
Activation big fm dabur Limca

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