Good Knight connects with rural audience at Pandharpur Yatra

To create an integrated brand awareness campaign and educate the rural consumer of Maharashtra about Good Knight’s innovative cost-effective mosquito repellent, Godrej’s Good Knight Fast Card created a multi-faced brand activation at Pandharpur Wari (Pandharpur Yatra) which grabbed the attention of a large rural population that attend this event. The activation was executed by Vritti i-Media.

“Ashadi Ekadashi at Pandharpur was selected because the brand can reach entire Maharashtra in one go and also the yatra coincided with monsoon period, an apt time for Fast Card to communicate and engage with its TG in rural market. For all the activities undertaken, the concept was to create awareness and educate the consumers about the product, said a source from Good Knight.

Good Knight Fast Card branded vans traveled different parts of Maharashtra and the pilgrim route to collect coconuts from the people and donors were asked to text “FSCRD to a toll free number, to which they got a prompt reply by Fast Card, thanking them for donating the coconut to the deity. Fast Card samples were given away with product demonstration to justify the activity. Good Knight also branded medical facilitated vans and released awareness campaigns regarding arresting diseases and malaria and dengue.

Similarly, Fast Card branded sleeping tents, Bhajan mandaps and water tanks. Fast Card shaped raincoats were disbursed among devotees too. Apart from these, 30+ information and direction boards and two watch tower were used for branding.

According to the brand, the campaign reached out 20 million and helped in increasing brand awareness across Maharashtra. It enables a rural penetration increase by 300 basis points in following four months. Moreover this campaign has helped Fast Card to gain market share and Household penetration in Maharashtra, revealed Good Knight sources.