Sangam Snan, a holy dip is taken by millions of Hindu pilgrims visiting the Magh Mela at the confluence of the rivers Ganges, Yamuna and mythological river Saraswati in Allahabad, from across the country. According to the Hindu mythology, it is believed that through this holy dip, ritual devotees can wash away their sins and attain Moksha. No pilgrimage is complete without holy chant playing to ignite the real spiritual fever.
Hinging on this insight and taking forward tradition in these materialistic times, Dabur Red Paste with Impact Communications decided to service the pilgrims in the 45-day long Magh Mela 2018, celebrated in January and February, by deploying an Oral hygiene Zone at prominent location to cater to captive audience.
“Dabur Red Paste Dant Snan” as a platform was built on the insight that the pilgrims desire to be cleansed at every level at the Sangam.
An innovative unit was created and placed at the ghats wherein visitors are invited to Brush with Dabur Red Paste in the spiritual environment supported by OM Chants interweaved with the message of 7 key benefits.
Dabur had placed multiple such units at various locations to cater to the large influx of pilgrims visiting the ghat. It gave the pilgrims a unique and divine experience for the pilgrims while brushing in such positive environment.
Massive visibility was created around “Dabur Red Paste Dant Snan” through posters and banners at key touchpoints.
Highlighting about the campaign, Harkawal Singh, Marketing Head – Oral Health Care Division, Dabur said “Dabur India, is spreading message of Oral Hygiene amongst lakhs of devotees at the Ongoing Magh Mela using a unique toothpaste dispenser at an exclusive Dabur Red Paste - DantSnanZone inside the fair premises in service to pilgrims”
Sunil Sharma, Head, Marketing Activations, Dabur said, “This is a unique property created for the brand that has not only helped build affinity towards Dabur Red Paste and its Ayurveda based products amongst the masses but also helped to enhance the Brand strength."