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It's an Emami mela out there!

By Bhawana Anand - December 10, 2013

The brand organizes a pan-India urban and rural activation campaign to tap the audience for products like Boroplus, Navratna Oil and Vasocare.


Brand Emami has always leveraged the on-ground medium in order to engage with the audience. And now, considering the increase in direct rural revenues by almost 31%, thanks to strong distribution channels and innovative marketing initiatives in 2012-2013, the brand has gone all out to woo its rural audience through melas. In fact, in its latest activation campaign, the brand targets both the urban and rural markets through melas and the BTL activation plans have been devised on the basis of the objectives and target group of its brands. The rural mela for example has been used to promote Navratna Oil and Vasocare, while the urban mela has been utilized to talk about the BoroPlus product. All the products have been given different treatment for the on-ground activation. This activation is being carried out in cities like Bangalore, Jalandhar, Chandigarh, Delhi, Surat, Ranchi, Indore, Bhopal, Kanpur and Allahabad.

In Sonepur Mela, the brand has planned to promote Navratna Oil to create better consumer awareness and increase the brand visibility. The mela visitors are greeted at the main entrance by the Navratna Oil, the'King of Cool oils', with wrist bands having scratch cards. Besides, to create more excitement, exciting prizes/ consumer offers have been placed at the NRO stall.  A 25 ft tall cut-out of Amitabh Bacchan, the brand ambassador for the oil, has been put up within the mela area, which is obviously quite an eye grabber. Inflatable NRO packs also move around the mela area attracting visitors.   

In addition to this, the'Sonepur Ka Shahensha' and'Nehi Jise Tension Sardard Ki Chah Wohi Banega Sonepur Ka Shahensa' contests have been organized. The visitors can participate in these and other contests like'ring the bottle', assembling the NRO bottles in empty SPC (Single Piece Carton), dart games, etc., where the winners are given exciting gifts. This is followed by a royal head massage with the Navratna Oil, complete with the feel of a royal experience - a throne, durbar et al, offering what they call a "king size” relaxation. The winners can also preserve their'kingly moment' by getting themselves photographed sitting on the throne with the crown on their heads.

For the Vasocare product too, exciting games and activities like Mehendi have been organized to connect with the rural audience. Further, to create greater brand recall, the TVC of the Vasocare brand is played within the stall along with a lot of branding in and around it.

A pre-publicity canter van moving around the villages promoted the BPAC stall to the villagers before the whole event.  The brand standees have been put up by BPAC not only in and around the stall, but also at the theatre ground in the mela.  

In the urban mela, as part of the BTL activation, the BoroPlus Miss Naturally Beautiful Season 3 was organized targeting colleges in association with BIG FM. The activation was aimed at choosing a female winner from 100 campuses across the country. Each city has 10 winners out of which one national winner will be crowned'BoroPlus Miss Naturally Beautiful Skin'.  In the first phase, the participants are asked to make a self-introduction in an innovative manner showcasing the uniqueness of their personality and talent, which is followed by various interesting games.  The event will be rounded off with a fashion show.

This is yet another example of the power of an engaging activation in connecting with the TG
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