Dabur's 22ft Pudin Hara bottle a show stealer at UP's Nauchandi Mela

This year’s Nauchandi Mela created ripples among visitors as it saw one of its kind BTL activity for Dabur Pudin Hara. A 22 feet life size bottle welcomed lakhs of visitors in its air conditioned experiential area providing instant relief from the scorching 44 degree heat outside.

The Nauchandi Mela of Uttar Pradesh is an annual celebration held at Meerut with a legacy of more than a century. It is a one month long carnival that attracts more than 25 lakh visitors every year. The mela serves as the perfect spot for brands and companies to market their product or launch a new product.

To leverage the occasion, Dabur put up a huge replica of a bottle of Pudin Hara interspersed with an experiential zone for the visitors. The biggest challenge was to build the 22ft structure weighing 500 kg. The execution team took nearly 7 days to fabricate and install it at the venue.

The bottle included a ‘Thandak Zone’ where mist fans gave relief to the mela visitors from the heat outside. The mist fans threw cool air with a fragrance of ‘Pudina’.

Sunil Sharma, Head Consumer Activation, Dabur, said: “I am overwhelmed to see such phenomenal response to our clutter-breaking concept. Within 11 days of the mela, viewership of this mega structure was in lakhs while the liquid and fizz sampling of Pudin Hara was in millions. The innovative Thandak Zone was a big draw among the Mela visitors as it conveniently served as a one stop solution for stomach related ailments as well as a saviour from the scorching heat. Seeing this success, we plan to go much bigger next time with an altogether new and innovative campaign”.

This unique experience was co-created with BTL agency Impact Communications.