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Dabur Hajmola enables ‘digital darshan’ for devotees in Kolkata

By M4G Bureau - October 20, 2021

On the occasion of Durga pooja, Dabur Hajmola, in association with Mindwave Media, rolled out a unique campaign in Kolkata through portable vans that helped devotees get a ‘digital darshan’ of their favourite deity.

With the onset of festive season, big brands have quickly sought to leverage the associated fervour. This year on the occasion of Navaratri and Durga pooja, Dabur Hajmola,  in association with Mindwave Media, the Mumbai-based integrated, digital marketing agency,rolled out a unique campaign that sought to help the devotees get a ‘digital darshan’ of their favourite deity, while following Covid protocols. 

The brand set up portable vans with lens fixed on the unique bottle display of Limcola (mixture of Lime and Cola) flavor bottle. These vans travelled to 8 societies and the volunteers invited residents to seek ‘Digital’ blessings of Goddess Durga through the lens. Social distancing norms were followed and sanitizers provided to the devotees. The brand also distributed a sample pack of the new product as the ‘Prasad’.

Ajay Parihar, Head of Marketing OTC Healthcare - Dabur India says, talking about it, "I'm sure our concept is very close to the heart of any Kokatian. We wish to promote our new variant Hajmola  Limcola, & we are sure that its ‘chatpata’ taste will stay with consumers & will become part of their daily consumption post meal & also as JLT . We have experimented with the digital model of marketing and we are expecting brand awareness and brand engagement in Kolkata. Also, we wish to generate trials for the product by creating an awesome experience."

Hajmola has associated with leading Bangla Superstar Abir Chaterjee, in addition to Ajay Devgn,  to promote Hajmola for West Bengal,

“Mindwave Media is associated with Dabur for more than 10 years and today, we are so obliged that we are getting an opportunity of doing our bit for the devotees of Kolkata. Our concepts are pro-society, pro-community and with competent man power, we are able to execute them. We had a dedicated team to study the consumer mindset of local people of Kolkata. Our team did a lot of research on consumers before this campaign,” says Rajesh Radhakrishnan, Director Sales and Marketing, Mindwave Media.


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