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Tata Salt and Dalda contribute to Rathayatra pilgrimage in Odisha

By Satarupa Chakraborty - July 22, 2016

Tata Salt came up with the idea of energy popsicles for devotees and Dalda offered better glimpse of the deity along with branded Prasad containers etc at the fabled Ratha Yatra celebration in Odisha.

As millions thronged Puri in Odisha for the annual Jagannath Rath Yatra this year, premium FMCG brands Tata Salt and Dalda Cooking oil not only upped their visibility quotient but also contributed towards the benefits of the pilgrims. The Brand Brewery (TBB), a leading experiential marketing agency from Mumbai carried out two ground-breaking campaigns in the pilgrim town for two of India's most trusted brands.

Tata Salt: SehatkiChuski:

With this in mind, TBB conceived an innovative campaign for Tata Salt, that catered to more than one lakh pilgrims offering solutions to keep them hydrated during the 1.5 km stretch of procession. A dynamic team from Tata Salt positioned at key touch points of the main yatra route distributed'Energy Popsicles' (named as sehat ki chuski) which were special energy ice bars made up of Tata Salt, lemon, sugar and purified water.
Talking about the exclusive campaign, Pradyumn Tandon, Founder & Director, TBB said, "We wanted to create something around the occasion that goes beyond mere product sampling. While other aspects are taken care of, the basic health requirements of the devotees have to be looked at. Hence we came up with the idea of'Energy Pops' which would help them maintain their energy levels despite the sweltering heat.”

The idea was such a raging success during the yatra that it has garnered promising potential to become a product in itself on the lines of some out-of the-box flavour ideas for popular ice cream brands.

Dalda Divya Darshan:

The second campaign for Dalda Edible Oils was another success that aimed at making the Rath Yatra experience all the more special for devotees by helping them get a closer glimpse of their favourite Lord.

Considering the facts like a massive crowd gathering during the yatra and a huge chunk of devotees end up going back without having a glimpse of the Rath,  TBB came up with a unique innovation where Dalda bottles were converted into telescopes which could be used by devotees to get a clear darshan of Lord Jagannath from a distance of over 400 to 500 metres which could not have been possible at such massive gathering. The bottles named'Divya Darshan' were given to thousands of happy devotees. This simple innovation brought smile to their faces and ensured a grand darshan of Lord Jagannath.

Also under this campaign, world renowned Sand Artist Sudarshan Patnaik created one of a kind life size sand art sculpture of the deity Lord Jagannath at Puri Beach which was on display for devotees.

TBB had another successful innovation that had debuted last year at the Rath Yarta. The campaign called'Bhajan Se Bhojan Tak' saw Dalda Edible Oils arranging as many as 2,000 specially packaged bottles of prasad for the devotees. The prasad was a mix of uncooked rice and dal sourced from the temple along with nirmalya (dried mahaprasad) packaged in Dalda branded bottles as a souvenir of the yatra. The campaign was so successful that TBB was honoured with several awards for Best Innovation in Direct Marketing & Brand activation. It was continued this year too since it helped devotees to get prasad which not many can manage.

Commenting on the Dalda campaign, Tandon said, "At TBB, we always look at engaging people in different and subtle ways that help them experience the uniqueness of a brand. At the Rath Yatra, devotees come from far and wide just to seek darshan of the lord but often many are left disappointed because there is no way they can cruise through the crowd to reach the rath. This is how the idea of this divine campaign was born. Also, getting Prasad during this time is not easy and we wanted to see the happiness on people's faces as they got it without much trouble and could carry it for their loved ones too.”


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