Maharaj Soaps (P) Ltd launched an impactful rural brand activation for its detergent brand Shashi during the mass pilgrimage at the Renuka Devi Temple in Saundatti, Belgaum, Karnataka. The firm set up branded washing zones and buckets to the pilgrims along with the detergent soap.

Every year Saundatti has mass congregations of pilgrims from states like Maharashtra, Karnataka and Andhra Pradesh around December, January and February. Shashi Detergent, which is already a popular brand in this region, aims to connect with its rural and low-income TG through this activation.

Executing the activation, Rajesh Radhakrishnan, Director – Sales and Marketing, Vritti Solutions Limited, explained, “Every year, during this 5-day affair, this temple witnesses a huge congregation of 10-15 lakh people. By creating washing tents, providing buckets and conducting sampling, Shashi Detergent is not only doing their branding through this activation but also creating a hygienic facility in this area, which was earlier a challenge. In a way, we are supporting Government of India’s Swachh Bharat Abhiyaan.” Vritti i-Media has been instrumental in doing rural activations for different brands at iconic fairs like Pandharpur, ramdeora and Pushkar.