Dalda Edible Oils joins consumers on a pilgrimage

By Aditi Srivastava , afaqs!, New Delhi | In OOH News | July 24, 2015
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The cooking oil brand is engaging with devotees taking part in the Jagannath Rath Yatra in Puri, through an OOH campaign called 'Bhajan se Bhojan Tak'.

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 bottles filled with raw prasad ingredients

Devotees with Dalda hand fans

A consumer connect initiative, the campaign portrays the traditional aspect of the festival, whilst ensuring brand visibility in the Holy land of Puri to mark the year of Nabakalebara.

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 branded Helium balloons

Sand art by Sudarshan Patnaik

Dalda Edible Oils bottles filled with raw prasad ingredients are being distributed among the devotees and so are branded hand fans. A 12 ft branded helium balloon at Grand Road has been put up as a part of the initiative and a life size, lit version of Dalda KGMO's PET bottle has been installed at Puri Beach

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.

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