Dabur Hajmola serves Kolkatians with ‘Digital Darshan’ during Durga Puja

Kolkata is a paradise of staunch believers of Ma Durga. However, due to Covid-19, most of the devotees were not able to physically seek the blessings of the Ma. The pandemic is strong enough to restrict their rituals, but is weak to limit their beliefs. To spark up the festive spirit and their deep beliefs, Dabur Hajmola took a humble step to bridge the gap between Ma Durga and her devotees.

In this unique initiative, Dabur Hajmola set up portable vans fixed with unique bottle display of its Limcola (Mix of Lime and Cola flavour) branded bottles. The bottles were fitted with screens through which, devotees can take Darshan of ‘Live Aartis’ being held at the nearest Pandal. The van drove across many societies in Kolkata where volunteers invited the residents to seek ‘Digital’ blessings of Goddess Durga through the screens. The campaign followed strict social distancing norms. A sample pack of the Limcola was shared with the residents after their Darshan.

Mr. Ajay Parihar, Head of Marketing OTC Healthcare - Dabur India said, "With this campaign, we are experimenting with a Digital mode of marketing and expect to drive a good level of Brand Awareness and Engagement with Kolkatians. We wish to generate more trials for the product by creating an awesome experience. We are sure that Hajmola Limcola’s chatpata taste will stay with the consumers and will become part of their daily consumption post meal. " Hajmola has associated with leading Bangla Superstar Mr. Abir Chaterjee to promote the brand in West Bengal in addition to Mr. Ajay Devgn. 

The entire campaign was designed and conceptualized by leading OOH activation company, Mindwave Media, an arm of Vritti Solutions Ltd.

“Mindwave Media is associated with Dabur for more than 10 years. Today, we are so obliged with this opportunity to serve the devotees of Kolkata. Our concepts are pro-society and pro-community. Prior to the campaign, we conducted an in-depth study to understand if Koltaktians would be receptive to the concept of a Digital Darshan. Only after we were convinced, we went ahead with the campaign.” said Mr. Rajesh Radhakrishnan, Chief Marketing Officer, Vritti Solutions Ltd.

With the festival of Navratri and Durga Puja, big brands have moved their marketing activities to a crescendo. For years, the Durga Puja pandals across West Bengal, and especially Kolkata, have been a fertile ground for marketing activities, where brand engagement and brand awareness has bred. And, this year is no different! In fact, some brands have taken a smart step to infuse technology with innovation. Brands are adopting digitalization in a big way in their marketing strategy. The Dabur Hajmola initiative is a noted one!

Dabur Hajmola is extremely popular in Kolkata. Kolkatians have a taste palate for tangy foods. Hajmola is a ‘Chatpata’ tablet manufactured by Dabur. It helps to aid digestion and also consumed as a mouth freshener.  


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