Dalda Edible Oils engages devotees at the Jagannath Rath Yatra Festival


Jagannath Rath Yatra is one of the country's largest annual festivals originated from and celebrated in Puri, Orissa. It commemorates Lord Jagannath's visit to Gundicha Mata's temple and attracts a crowd of more than 10 lakh pilgrims every year, thus making it the ideal festival for brands to associate with. Dalda Edible Oils leveraged this occasion and created a unique art exhibit this year at the Puri Beach for devotees to visit and experience as part of the festivities held at the beach every year.

For the on ground activity, Dalda Edible Oils collaborated with noted Indian sand artist and U.S Sand Art Sculpting World cup champion Sudarshan Patnaik  to create a one of a kind life size sand art illustration of the deity Lord Jagannath at Puri Beach which was on display from 29th June-5th July. In order to make this an interactive activity, the visitors were encouraged to participate by clicking pictures with the sand art and could download the images by liking Dalda's Facebook page.

Additionally, a 12 feet diameter Dalda branded helium balloon was installed at Grand Road to welcome all visitors at the Rath Yatra. This was again, a one of a kind installation which focused on creating a visually appealing medium for all devotees to witness.

Speaking on this occasion, Mr. Sagar Boke, Head of Marketing, Bunge India said, "Consumer engagement is a very important focus point for us and we have always conducted innovative consumer activations in different cities. Puri Beach is the one destination where all pilgrims congregate after the Rath Yatra and hence we created special installations to reach out to our prospective consumers and ensure brand visibility."

Dalda Edible Oils also created special branded merchandise such as hand fans, spot umbrellas and caps to be distributed to all pilgrims.

The USP of this activation was the strategic planning of the on ground activities which showcased the culture of the festival whilst ensuring brand visibility to all visitors.

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 mass consumers. The recent success of Holi Milan Samaroh in various cities across UP and the Baisakhi activation has paved the path for various other experiential marketing activities by the brand.

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