India is a land of varied cultures and customs where people of different faiths often come together to be a part of the colourful melange offered across its religious diversity. Among these, the one annual religious event that draws pilgrims and devotees in huge numbers alike is the Jagannath Rath Yatra organised every year during the months of June-July (coinciding with Ashada in the Hindu calendar) in Puri, Odisha.
It is believed that the Rath Yatra, or the Chariot Festival, is dedicated to Lord Jagannath, his brother Balabhadra, and sister Devi Subhadra during which period they leave the Jagannath temple and reach their aunt's house, the Gundicha temple.
Pradyumn Tandon, founder and director, The Brand Brewery, adds, "We wanted to create something around the occasion that goes beyond mere product sampling. While other aspects are taken care of, the basic health requirements of the devotees have to be looked at. Hence, we came up with the idea of 'Energy Pops' which would help them maintain their energy levels despite the sweltering heat. People from all parts of the world travel to witness the Rath Yatra and we felt that this was a great way to connect with the devotees and provide an on-the-spot relief solution to make their experience stress free."
Continuing further, Tandon states that the state government of Odisha has banned all kinds of outdoor advertising like banners and hoardings along the Grand Road where the Rath Yatra takes place except on-ground activations. Thus, according to him, the main challenge was to address such a huge gathering effectively and grab eyeballs.
It is worth recalling that Tata Salt had recently launched its month-long outdoor campaign 'Shubh Bhojan ki Shubh Shuruwat' at the Simhasth Kumbh Mela in Ujjain where it had distributed one lakh branded 'thalis' at 15 'akharas' in its effort to restore the long-lost tradition of having a pinch of salt before a meal.
The edible oil producer Dalda Edible Oils has been one of the popular brands that have taken up branded activations for the Rath Yatra in Puri over the last two years. While last year, the brand executed an outdoor campaign 'Bhajan Se Bhojan Tak', in 2014, it had collaborated with famous sand sculptor Sudarshan Patnaik to create a life-size sand art installation of Lord Jagannath in Puri besides having installed a 12-feet branded helium balloon at the Grand Road and also created special branded merchandise for the same.
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