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Home » OOH News » Amira joins the festivity to connect with consumers

Amira joins the festivity to connect with consumers

By Nabamita Chatterjee - October 21, 2014

More than 1,000 kg of Amira rice were used in the preparation of biryani which was offered to over 1,00,000 pandal visitors in Ballygunge, Kolkata

Leading basmati rice brand Amira Nature Foods Ltd celebrated this Durga Puja in Kolkata adding an Amira touch to the traditional festival rituals. The objective of the brand activation was to reach out to women by celebrating the festival closest to their hearts. As part of a mega Durga Puja feast more than 1,000 kg of Amira rice was used in the preparation of biryani and was offered to one lakh visitors across four days. Also, Amira chose Vibgyor Brand Services as their on-ground agency for this campaign and led the festivities with a search for "Dhunuchi Nritya Rani” and "Dhaki Beats Raja” during the Puja. The campaign aimed to capture the spirit of'make something beautiful' by creating beautiful memories during the celebrations.

At the forefront of the campaign was rice, a staple food in Bengali households and one of the most popular delicacies during the festival. Vibgyor Brand Services planned several one-minute contests focused on rice grains to engage the visitors. More than 100,000 coupons were also distributed to the consumers to avail special discounts during the festive season from the retail outlets across Kolkata.

Karan A Chanana, Chairman and CEO, The Amira Group, explained, "Durga Puja in Bengal is more than just a campaign for us. It is a celebration of everything beautiful that we look forward to creating with our consumers. By partaking in the festivities, we want to be a part of their daily lives and all that makes them happy.”

"The biryani sampling gave people a first-hand demonstration of our commitment to our passion for purity. This is the power of food connect which enables us to bond people and cultures across the regions”, he added.

Dhruv Kalra, Marketing Director at Vibgyor Brand Services said, "Consumers are in the mood to be wooed by brands during the festive season. An activation campaign is an effective way to reach out to people. Not to forget, the crowds are a big plus for brand visibility”. The campaign continued for four days at one of the biggest Durga Puja pandals in Ballygunge.
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