Dabur Hajmola innovatively engages college youth

The set up created inside the campus gave the brand a chance to engage a huge number of students and create a direct contact to further translate it into sales.

Dabur Hajmola launched new flavours ‘Amrud’ and ‘Anardana’ in the market to position it as a post-meal consumption habit among the college students in small towns and rural markets. The brand executed an on-ground activation in the college campus of Sharda University, Greater Noida, Uttar Pradesh, targeting 15,000 students at one go. Executed in association with Vritti- I Media, the campaign engaged the youth through interesting activities and give them the taste of new flavors. The brand came up with a couple of innovative ideas to accomplish the target, which included the following:

Chatkara Faces

• The brand had set up a structure with a video camera installed in the canteen area where the team encouraged people to walk in and make the “Chatkara” signature expression. The interesting expressions were posted on social media.

Wheel of Fortune

• Wheel of Fortune game was designed to create enthusiasm to win and celebrate. The platform enabled the students to celebrate and enjoy with their friends.
• The winners got Gift Coupons, valid at the college canteen and it gave an opportunity to share snacks/food among friends to enjoy.

Selfie Point

• Selfie zone gave chance to post group pics on social media and express their winning moments.
• A life-size cutout standee of the brand ambassador was placed where students took selfie and posted it on their wall, tagging Dabur.
• The Best Selfie contest was also conducted on the social media platform.

As a result, the two-day long activity tapped more than 8000 students and achieved the short-term objective by adding cues for instant action at the activation point to increase sales and the long-term objective by creating a property that carried the brand’s core communication.