Pilgrimages in India attract huge crowds and are the perfect platforms for brands to engage with consumers. The Jagannath Rath Yatra in Puri, Odisha, is one of the country's largest annual festivals and attracts more than a million devotees across age groups. Like last year, Dalda Edible Oils, the cooking oil brand, has again come up with a unique out-of-home (OOH) campaign called 'Bhajan se Bhojan Tak'.
Dalda Edible Oils has collaborated with the popular sand sculptor and artist Sudarshan Patnaik to create a branded sand art exhibit at Puri beach, which is on display for devotees and tourists. Dalda Edible Oils has also created various installations at different venues to engage and attract pilgrims at the Rath Yatra. Special branded merchandise have also been created and distributed amongst the devotees.
Dalda Edible Oils has been largely focussing on creating interactive platforms for consumer engagement, especially in Tier II and III markets where a large part of its consumer base resides.