How Vritti iMedia combined care & creativity in Dabur's OOH campaigns
The agency launched two CSR campaigns for the Ayurvedic brand, one focusing on building immunity for police personnel and the other on relieving exam stress of IIT & NEET aspirants
OOH Agency Vritti iMedia has launched two new campaigns for their client Dabur at key regional and metropolitan locations, showing that a global pandemic cannot put a dent on their creativity and execution.
To boost the immunity of the police personnel, who are working at the frontlines of the pandemic, Vritti Solutions has conceptualized an activation on wheels, serving Dabur Ayush Kwath Kaadha ImmuniTEA -- an immunity booster -- to the police workforce.
The brand activation, which will run for over a month from September to October 2020, will be based in Delhi, Noida and Ghaziabad. The brief was to keep the frontline workers at the core of the activation along with the brand Dabur India.
Sharing the idea behind the campaign, Ajay Singh Parihar, Marketing Head, Healthcare OTC, Dabur India Ltd, said: “The increasing spread of COVID-19 has made immunity-boosting products more important than ever. Keeping this in mind, we decided to support our frontline warriors by building their immunity with Ayush Kwath Kaadha- ImmuniTEA.”
Parihar added, “As a brand, Dabur has been working towards supporting the nation in every possible way during this pandemic. Taking this further, we have taken up this social initiative to reach out to the frontline corona warriors to support their fight against COVID-19. This is another step forward in the direction of supporting society.”
Rajesh Radhakrishnan, Chief Marketing Officer, SocioMind an arm of Mindwave Media (a 360-degree activation agency and part of Vritti Group) shared his vision for this campaign: “We at SocioMind are happy to join hands with Dabur for this social initiative. Immunity and hygiene are the most important things currently required to fight this virus. We are excited to roll out this interesting CSR campaign for Dabur. We designed gigantic brand cut-outs of Ayush Kwath Kaadha bottles on mini trucks to create a landmark effect. These were placed at various police stations in Delhi -NCR where the kaadha was served to police personnel.”
The second OOH and experiential marketing activation by Vritti Solutions was a social responsibility campaign for Dabur targeting IIT and NEET aspirants.
After seeing a dent brand activations for five months due to the lockdown finally, the OOH industry is now witnessing some opportunity in green zones of certain markets. The FMCG and healthcare brand Dabur along with the OOH agency has conceptualised a unique campaign, that resonates with the emotions of IIT/NEET aspirants and their parents.
Dr Durga Prasad, Ethical Marketing Head, Dabur India Ltd sharing the insight of the brand activation stated: “Students and their parents appearing for JEE and NEET are in double tension while arriving for the examination. There is already worry about the exams. On top of that, there is anxiety to maintain safety amidst COVID-19. To relieve the tension and rejuvenate them, we thought of giving rheumatic oil ayurvedic foot massage to the students and their parents before the start of the exams.”
Dr Prasad added, “The name of the initiative – Dabur Rheumatil – Rishton Ke Anmol Rang, celebrated the love, bonding and responsibilities of the parents for their children, especially, during the lockdown.”
Rajesh Radhakrishnan, Chief Marketing Officer of Vritti Solutions, the branding and marketing solutions company, which conceptualized the campaign for Dabur said “We converted trucks into makeshift stages where foot massage chairs were placed. In some places, we designed pandals, where a large number of participants could be seated in one spot. Strict social distancing norms were followed while conducting the campaigns.”
The media sites that this activation took place were JEE/NEET centres in cities such as Lucknow, Allahabad, Kanpur, Varanasi, Patna and Bhopal. The massage was given on automated massage chairs through self-operating oil dispensers without any human touch, maintaining strict social distancing norms.
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