Dabur Babool – 360° Activation at Nauchandi Mela
Dabur Babool, one of India’s leading toothpaste brands, wanted to strengthen its connection with rural and semi-urban consumers during the Nauchandi Mela, one of North India’s most celebrated and high-footfall fairs. The goal was to create brand recall, consumer engagement, and direct visibility in an environment where families and communities gather in large numbers.
360° Brand Activation Strategy
High Consumer Engagement
Extensive Product Sampling
Strengthened Rural Brand Recall
Scope
The activation successfully maximized Dabur Babool’s visibility across the mela grounds and attracted thousands of direct interactions through contests, giveaways, and live promotions. Dedicated engagement zones and crowd-centric MC announcements kept the audience involved, boosting brand recall and trust. The campaign delivered a holistic impact by combining awareness, engagement, and trial, effectively positioning Dabur Babool as a trusted oral care brand among rural and semi-urban families.
Dabur Babool aimed to deepen its connection with rural and semi-urban consumers during the Nauchandi Mela, one of North India’s most popular and high-footfall fairs. To meet this goal, we developed and executed a 360° brand activation strategy that included outdoor branding (hoardings, entry gates, stalls), on-ground consumer engagement through interactive games and educational activities, and extensive product sampling to encourage direct trials.
What We Delivered
Outdoor Branding: Hoardings, entry gates, and stall branding across prime mela locations.
On-Ground Engagements: Fun, interactive games and awareness activities educating visitors about Dabur Babool’s natural ingredients and oral care benefits.
Sampling & Promotions: Distributed product samples to families to encourage direct product trials.
Engagement Zones: Created high-footfall activity zones where people could participate in contests and win Dabur Babool hampers.
Objectives
Create high-impact visibility for Dabur Babool across the mela.
Drive consumer engagement through interactive activities and sampling.
Ensure a 360-degree activation covering outdoor, on-ground, and experiential marketing touchpoints.
Outcomes & Value
Widespread Brand Visibility
Dabur Babool achieved maximum visibility across key locations within the mela grounds through impactful outdoor branding.
High Consumer Participation
Thousands of visitors engaged directly with the brand through games, product sampling, contests, and live interactions.
Stronger Rural Brand Recall
The activation helped strengthen brand trust and recall among rural and semi-urban consumers through culturally relevant engagement.
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