Shahib Sahidi Jor Mela becomes a brand spot

The Sahib Shahidi Jor Mela that held in Punjab in December provided a compelling opportunity for two brands — BKT Tyres and JK White Cement – to reinforce their connect with a congregation of some 15-20 lakh devotees who converged from Punjab and all around the world to pay tribute to the great Sikh martyrs Baba Fateh Singh Ji and Baba Zorawar Singh Ji.

BKT Tyres conducted three activities at the venue that served as their brand building exercise. With an idea to keep the Gurudwara clean, 30 branded dustbins were installed on the Gurudwara premises. 40 branded mirrors were set up for the aid of men while they wore the turban near the Sarovar. Temporary stays for the devotees too were arranged. Apart from these, 250 flexes at the Langar area featured the BKT Tyres brand. Commenting on the activity that was executed by Vritti Solutions, Rajesh Radhakrishnan, Director- Sales and Marketing of Vritti Solutions, said, “In making the effort to emerge as the leader in the off-highway tyre market, in particular in specialist segments like agricultural, construction and industrial vehicles as well as earthmoving, port and mining, ATV, and gardening applications, BKT Tyres got associated with the mega event with the objective of reaching out to global consumers at one go.”

Continuing its journey to reach the rural consumers, JK Cement set up seven healthcare and information centres at the venue. The healthcare centres offered immediate medical help to the visiting devotees while the information centres helped in tracing missing people at the mela.  “JK Cement operates on a business model built with sensitivity as one of its cornerstones and an organisational commitment for a better world – for customers, stakeholders, employees and last but not the least, the community at large. These help desks were created in association with the Gurudwara authorities, municipal corporation and police and the brand focus was JK White Cement,” said Radhakrishnan.