From serving soya nugget dishes for Mahabhog (big feast) to coaxing consumers to help build a structure of the Dhaki (the iconic drummer) with cans and bottles, companies are looking at several ways to soak up the festivities of Durga Puja which kicks off tomorrow.
Beverage major Coca-Cola India is undertaking a consumer engagement initiative by installing drop boxes at key outlets for its consumers to drop in crowns, cans, caps, bottles and labels of Thums Up in cities such as Kolkata.
The company will use this ‘Thums Up currency’ to build 25-foot tall structures depicting Dhaki, the drummer, around select Puja Pandals across West Bengal.
Debabrata Mukherjee, Vice-President, Marketing and Commercial, Coca-Cola India, said, “Coca-Cola has always been actively involved with the various festivities across the country. This Durga Puja, we plan to use brand Thums Up to build up the iconic symbol of Durga Puja, which will depict the essence of the festival through these installations and bring the entire community together.” The installation will be built in collaboration with artist Piyali Sadhukhan. The company will do other branding and consumer engagement activities across other key cities.
Ruchi Soya says it will be co-ordinating with select Puja committees to help them rustle up dishes using Nutrela soya products to be served at the Mahabhog for the Ashtami Puja on October 12.
Sandipan Ghosh, VP-Ruchi Soya, said the company thought the experiential marketing activity, would help break the clutter during Puja. “Bhogs (feasts) are organised on three days during the Puja, but the Ashtami Mahabhog is considered the most important, and we have chosen this day for the activation. We will be partnering with nearly 29 Puja Committees in Kolkata to provide them with Nutrela soya packets to be prepared for the bhog,” he said. Besides banners of the brands, the people serving food during Mahabhog will also be wearing branded aprons. The brand is looking at other branding opportunities in Mumbai and Delhi.
Besides scaling up visibility during Durga Puja, brands such as Ruchi Soya and Emami will also be organising visits of celebrities to Puja Pandals as judges for tasting contests.
Beverage major Coca-Cola India is undertaking a consumer engagement initiative by installing drop boxes at key outlets for its consumers to drop in crowns, cans, caps, bottles and labels of Thums Up in cities such as Kolkata.
The company will use this ‘Thums Up currency’ to build 25-foot tall structures depicting Dhaki, the drummer, around select Puja Pandals across West Bengal.
Debabrata Mukherjee, Vice-President, Marketing and Commercial, Coca-Cola India, said, “Coca-Cola has always been actively involved with the various festivities across the country. This Durga Puja, we plan to use brand Thums Up to build up the iconic symbol of Durga Puja, which will depict the essence of the festival through these installations and bring the entire community together.” The installation will be built in collaboration with artist Piyali Sadhukhan. The company will do other branding and consumer engagement activities across other key cities.
Ruchi Soya says it will be co-ordinating with select Puja committees to help them rustle up dishes using Nutrela soya products to be served at the Mahabhog for the Ashtami Puja on October 12.
Sandipan Ghosh, VP-Ruchi Soya, said the company thought the experiential marketing activity, would help break the clutter during Puja. “Bhogs (feasts) are organised on three days during the Puja, but the Ashtami Mahabhog is considered the most important, and we have chosen this day for the activation. We will be partnering with nearly 29 Puja Committees in Kolkata to provide them with Nutrela soya packets to be prepared for the bhog,” he said. Besides banners of the brands, the people serving food during Mahabhog will also be wearing branded aprons. The brand is looking at other branding opportunities in Mumbai and Delhi.
Besides scaling up visibility during Durga Puja, brands such as Ruchi Soya and Emami will also be organising visits of celebrities to Puja Pandals as judges for tasting contests.
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