Fena taps 4 lakh pilgrims at Pandharpur Wari Yatra

Drawing footfalls of about 4 lakhs, the Pandharpur Wari Yatra offers huge potential for brands. The latest to have made its big presence at the Pandharpur Wari Yatra 2019 was fabric care brand Fena. The brand had a 360 degree brand campaign that ran from 8th of July to 16th of July 2019.

The campaign obviously revolved around the pilgrims and their routes. Leveraging the benefits of audio ads and visual cues, the brand familiarized the target audience with the products of Fena.

Brand jingles were played at the Pandharpur bus stand repeatedly with 15 minute intervals, all the way from 6 am to 8 pm. The initiative targeted pilgrims coming from various locations.

“Our plan was to go experiential this time to spread awareness among potential consumers on our Fabric care brands Fena Superwash, Fena Impact Wash and also the home care brand, NIP,” said Heman Srivastava, Marketing - BTL & OOH, Fena.

15 promoters strolled with look walkers on the route from the Pandharpur bus stand to the Chandrabhaga river, math, temple, exhibition area and other key locations. Fena reportedly sold their products to about 15,000 pilgrims at the fabricated stalls displaying the product at the pilgrimage sites.

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