The recently concluded Nauchandi Mela created ripples among visitors as it saw one of its kind BTL (below-the-line) activity for Dabur Pudin Hara. A 22 feet life size bottle welcomed lakhs of visitors in its air conditioned experiential area providing instant relief from scorching 44 degree heat outside.
The Nauchandi Mela of Uttar Pradesh is an annual celebration held at Meerut with a legacy of more than a century. It is a one month long carnival that attracts more than 25 lakh visitors every year. The mela serves as the perfect spot for brands and companies to market their product or launch a new product.
To leverage the occasion, Dabur planned to build a life size bottle of Pudin Hara interspersed with experiential zone for the visitors. The concept was to give brand a larger than life image.
The biggest challenge was to build this 22ft structure weighing 500 kg from the ground level was meticulously planned and took the execution team nearly 7 days to give life beating risk factors like the structure in actual shape, fabrication and construction of huge bottle using metal and well lit so that this mega structure was visible from all corners of the mela ground.
Towards the bottom of the huge structure an experiential area called ‘Thandak Zone’ was created with the help of mist fans circumfrencing the area. This was done in order to give relief to the mela visitors from the heat and to communicate the purpose of Pudin Hara i.e. cooling and relief from common stomach ailments. The mist fans threw cool air with a fragrance of ‘Pudina’ so the people could feel the ‘Thandak’ and identify with the product. Free sampling of Dabur Pudin Hara added to visitor delight.This unique idea attracted people in large numbers to experience this ‘ThandakZone’ and be a part of this campaign. The popularity of the enormous Pudin Hara bottle and the ‘Thandakzone’ spread like wildfire and was the talk of the town and the mela.
Sunil Sharma, Head – Consumer Activation, Dabur said, “I am overwhelmed to see such phenomenal response to our clutter-breaking concept. Within 11 days of the mela, viewership of this mega structure was over lakhs of consumers while the liquid and fizz sampling of Pudin Hara was in millions.The innovative Thandak-Zone was a sensation among the Mela visitors as it conveniently served as one stop solution for stomach related ailments as well as saviour from the scorching heat. Seeing this success, we plan to go much bigger next time with an altogether new and innovative campaign.”
The experience was co-created with renowned BTL agency Impact Communications.