Dalda Edible Oils engages with pilgrims in Odisha

The edible oil producer launched an OOH activation in Puri to engage with pilgrims during the Jagannath Rath Yatra.

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 strong crowd including audiences of all ages.

This year, Dalda Edible Oils interacted with the audience in an innovative way. It collaborated with Sudarshan Patnaik, the noted sand sculptor to create a one-of-its-kind life-size sand art installation of Lord Jagannath on the beach in Puri. It was on display from 29th June-5th July. Visitors were encouraged to participate by clicking pictures with the sand art and could download the images by liking
Dalda's Facebook page
.

Additionally, a 12 ft in diameter Dalda-branded helium balloon was installed at Bada Danda (the Grand Road that the chariots of Jagannath, Balabhadra and Subhadra take to go to the Gundicha temple) to welcome visitors. This was, again, a unique installation, which focused on creating a visually appealing medium for all devotees to witness.

Dalda Edible Oils also created special branded merchandise such as hand fans, spot umbrellas and caps to be distributed to all pilgrims. Speaking on this occasion, Sagar Boke, head, marketing, Bunge India said, "Consumer engagement is a very important focus point for us and we have always conducted innovative consumer activations in different cities. Puri beach is the one destination where all pilgrims congregate after the Rath Yatra and hence we created special installations to reach out to our prospective consumers and ensure brand visibility."

Dalda Edible Oils has been largely focusing on creating interactive platforms for consumer engagement especially in Tier II and Tier III markets to reach out to their mass consumers. The recent success of Holi Milan Samaroh in various cities across Uttar Pradesh and the Baisakhi activation has paved the path for various other experiential marketing activities by the brand.