Conceptualised by branding and marketing solutions company Vritti Solutions, FMCG and healthcare major Dabur India Ltd rolled out a unique campaign to help IIT and NEET aspirants and their parents.

Dr. Durga Prasad, Ethical Marketing Head, Dabur India, said, “Students and their parents appearing for JEE and NEET exams are in double tension while arriving for the examination. There is already a worry about the exams. On top of that, there is anxiety to maintain safety amidst Covid19. To relieve the stress and rejuvenate them, we thought of giving Rheumatil oil Ayurvedic foot massage to the students and their parents before the start of the exams.”

Accordingly, Rheumatil oil massage centers were set up across JEE and NEET centers in cities such as Lucknow, Allahabad, Kanpur, Varanasi, Patna and Bhopal. The massage was given on automated massage chairs through self-operating oil dispensers without any human touch, maintaining strict social distancing norms.

Dr. Durga added, “The name of the initiative- Dabur Rheumatil- Rishton ke Anmol Rang, celebrated the love, bonding and responsibilities of the parents for their children, especially, during the lockdown.”

“We converted trucks into makeshift stages where foot massage chairs were placed. In some places, we designed pandals, where a large number of participants could be seated in one spot. Strict social distancing norms were followed while conducting the campaigns,” said Rajesh Radhakrishnan, Chief Marketing Officer of Vritti Solutions.