By: Pray Jani
Last updated : August 22, 2019 11:58 am
The brand rolled out an experiential to capture the attention of pilgrims at the Pandharpur Wari Yatra 2019 on Ashadhi Ekadashi
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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