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Himani Best Choice launches"Haajar Haater Durga” campaign ahead of Puja

By Nabamita Chatterjee - September 30, 2016

The brand sees great value in going big in the outdoor in Kolkata and rest of West Bengal during the festive season

Himani Best Choice brand, a popular edible oil brand from the house of Emami Agrotech Limited, has launched a massive Durga Puja campaign across the state of West Bengal featuring this year’s divine spectacle of a Devi Durga idol with thousand hands at the Deshapriya Park Durgotsav in South Kolkata. The campaign is also running on television, print and radio. The OOH campaign has been executed on billboards, hoardings, mobile vans, bus media, etc. across the state. The campaign will also run at Metro stations in Kolkata. Through this association, Himani Best Choice expects to forge a stronger connect with its target group and expand its consumer base across West Bengal.

Debasis Bhattacharyya, Vice President Marketing, Emami Agrotech Ltd, said: “Himani Best Choice is presenting the spectacle of “Haajar Haater Durga” or Idol with Thousands Hands to the puja revellers this year. To promote this unique concept and the association, massive outdoor campaigns have been undertaken throughout the State. This is a “Big Idea” and in fact the biggest OOH campaign so far in this year’s Durga Puja. The concept of “Ma Durga with 1000 hands” by itself is something which people have never witnessed. Different interesting teaser campaigns/creatives around the word “1000” with the brand “Himani Best Choice” cooking oil have also created the excitement among the people.  The Big Idea is the culmination of a collective brainstorming and ideation sessions.”

The campaign, which has been rolled out in Kolkata and rest of West Bengal covering more than 100 towns, has been planned by the Emami Himani Best Choice’s marketing team.

“Durga Puja, the biggest festival of Bengal is not complete without an elaborate gastronomical tour during those four days of festivities. This is the time of the year when Bengalis crave for traditional Bengali cuisine that reminds them of the 1,000 myriad flavours and aromas of the delectable dishes prepared by their doting mothers. Himani Best Choice cooking oil offers users “Mayer hater Hajar Sadh”. The Deshapriya Park Pujo’s unique concept of a Durga idol with thousand hands thus presents a perfect platform for our popular edible oil brand ‘Himani Best Choice’ to connect better with the consumers,” he said.

When asked why the brand went so big on OOH, Bhattacharyya commented: “OOH as a medium if utilised properly has a huge recall value and during this festive time it works best because the whole of Bengal is out for shopping, eating out, and the like.” There are multiple creatives used based on the dimensions of different outdoor vehicles.

Himani Best Choice with its range of Soya, Palm, Sunflower and Mustard Blend Oils is a brand from the house of Emami which enjoys its market presence in states of West Bengal, Orissa, North East, UP, Bihar, Jharkhand, Vidarbha, Chhattisgarh, Andhra Pradesh, and parts of Karnataka. By end of this year Himani Best Choice brand will be launched in Punjab, Haryana, Delhi and parts of Maharashtra.


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