Dalda Edible Oils has this year made an impactful presence at the Jagannath Rath Yatra. The innovative concept of ‘Bhajan se Bhojan Tak’ and various experiential activities planned by Dalda around the Rath Yatra celebrations were conceptualized and executed by The Brand Brewery and witnessed tremendous audience response.
This year being the year of Nabakalebara, around 15 lakh devotees attended the Yatra to witness Lord Jagannath’s majestic journey from Jagannath Puri temple to Gundecha temple on a Rath. As the symbol of India’s heritage and the prime ingredient in most festival dishes, Dalda conceptualized a unique initiative ‘Bhajan se Bhojan tak’. Dalda created their stall at Puri where a mixture of uncooked rice and dal was packaged in Dalda branded bottles and distributed amongst the devotees.
Speaking on the success of this initiative, Mr. Sagar Boke, Marketing Head, Bunge India, said, “This year, our association with Rath Yatra has been very fruitful , being the year of Nabakalebara, we wanted to reach out to every devotee present at the Yatra and our efforts have paid off very well. We have received immense appreciation for our Bhajan Se Bhojan Tak campaign. I am extremely happy that with this initiative by Dalda Edible Oils has not just ensured brand visibility but has reached every household in Puri”.
The various installations by Dalda such as the 12 ft branded helium balloon at Grand Road and a life size, lit version of Dalda KGMO’s PET bottle at Puri Beach, led to a higher recall amongst visitors at the Rath Yatra. Dalda Edible Oils also created special branded merchandise such as hand fans and key chains which were distributed to all pilgrims.
Dalda Edible Oils also collaborated with noted Indian sand artist, Sudarsan Pattnaik once again to create a life size sand art illustration of the deity Lord Jagannath at Puri Beach. “I am extremely happy and thankful to Dalda Edible Oils for giving me this opportunity for the second time. Crafting sand art for Lord Jagannath is an honor in itself. Dalda being a heritage brand has always been closely associated with traditional festivities and this year the unique concept of ‘Bhajan se Bhojan Tak’ was a memorable initiative. In this way I feel that Dalda Edible Oils is not just reaching out to every individual but is also touching their hearts,” Pattnaik said.
The key aspect of this activation was the strategic planning of the on ground activities which portrayed the traditional aspect of the festival whilst ensuring brand visibility to all visitors.
Dalda Edible Oils has been largely focusing on creating engaging platforms for consumers especially in Tier II and Tier III markets to reach out to the masses. Along with various recent successful initiatives such as Mother’s Day, Nabakalebara Rath Yatra 2015 is just another feather in Dalda’s cap.
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