In Kumbh, even relatively well-heeled travelers react to automatic soap dispensers with puzzlement or delight. So imagine the feelings of people from the hinterlands of India, when they find a changing room equipped with all the essentials of for quick change of clothes. It’s precisely this mix of potential memorability and buzz that Dabur was gunning for when it launched outdoor advertising Dabur Changing Room: at all the snan location at Kumbh for women only.
These changing rooms spread a message of safety for the women. Such rooms are installed at Triveni Sangam for all the snan dates on Makar Sankranti, Paush Purnima, Mauni Amavasya, Basant Panchami, Maghi Purnima & Mahashivratri in a 2 km radius of the snan area. Kumbh Mela are a what keeps Dabur coming back. Apart from the overarching draw of religion, the visitors at these melas look forward to updating themselves about new products, besides getting educated about the latest farming practices.
It allows marketers to reach influencers both old and new: from elder folk to the young and educated women. And perhaps more importantly even women who seldom leave home otherwise because melas represent a great sampling opportunity and a chance to educate consumers about specific attributes of products.
To achieve this, Mindwave Media came up an outdoor btl activity of changing rooms. These changing rooms were built keeping in mind the safety & hygiene of women. Dabur Gulabari is one of the products from Dabur, that invigorate, refresh and cleanse the skin to give a refreshing new look to all women using the changing room. All the changing rooms are maintained as per the hygiene parametre set by Prayagraj Mela Pradhikaran to ensure hygiene of each changing rooms.
While changng rooms at the bathing ghats for women are a staple of melas, this year in Prayagraj, the Dabur Gulabari branded rooms included a mirror, combs, lights and even rudimentary furniture, apart from volunteers tasked with giving women a chance to try out the latest Gulabari variant. Dabur’s even bringing in a beautician to help with hair and beauty care tips.
The best promotions are “unique and eye-catching and should instantly build brand connect.” and this installation of Dabur Gulabari is a perfect example.
Impact is measured through surveys and vox pops onsite allowing for course corrections. And at a larger level, effectiveness is gauged via checks on the brand equity measures or through large scale brand health monitoring research to check the impact on saliency, imagery, consideration, trial etc.