REGIONAL CAMPAIGN - RATH YATRA
- Client: Adani Wilmar Ltd.
- Brand: Fortune Edible Oils and Foods
- Service: Social Media Marketing
- Industry: FMCG – Food & Beverage
Fortune Foods achieved significant brand visibility and awareness by connecting with its audience through a culturally immersive Rath Yatra quiz campaign.
Objective
To increase brand visibility and awareness for Fortune Kachi Ghani Mustard Oil and Fortune Refined Sunflower Oil in the Odisha market, leveraging the festivities of Rath Yatra.
Challenges
To increase brand visibility and awareness for Fortune Kachi Ghani Mustard Oil and Fortune Refined Sunflower Oil in the Odisha market, leveraging the festivities of Rath Yatra.
Idea
The pandemic has brought about a drastic change in Rath Yatra festivities. While the festivities involved devotees jostling to get a chance to push the Raths, people were stuck at home, and the only place they would go to take blessings from Lord Jagannath was in their homes and across social media.
Our idea was to engage with our existing community by giving our users an in-house experience of the festival, making them feel as if they are still a part of the holy procession and they have gotten the blessings from the Lord himself while integrating the products for a seamless engagement experience.
Background
Rath Yatra is the most auspicious festival of Odisha, and most of the Hindu households celebrate this festival with great devotion. In this 9-day festival, the three deities—Lord Jagannath, his brother Lord Balabhadra, and his sister Subhadra—are taken from the Jagannath Temple in large wooden chariots to the Gundicha Temple, where they stay for nine days. The three chariots are pulled by the devotees through the streets of Puri. It is considered that the chance to pull Rath during the procession is a way of engaging in pure devotion, and it also helps to destroy the sins that might be committed either knowingly or unknowingly.
During the daily puja rituals, the deities are served with 56 dishes, popularly known as Chhappan Bhog, among which ‘Poda Pitha’, a special type of pancake, is considered to be the Lord Jagannath’s most preferred sweet dish. Hence, product trials of raw ingredients go up as lots of delicious food is being prepared by the households. The festival provides a perfect opportunity to create brand imagery in the minds of consumers.
Fortune Foods has a strong presence in Odisha, especially with Soya Health and Kachi Ghani Mustard Oil. However, Odisha has one of the lowest internet penetrations, and the audience online is still nascent in behavior as well as digital awareness. The festival brings about a strong opportunity to create a community from the early movers of Odisha’s digital audience.
Campaign Design
Content Execution
We created a quiz, and over the span of 10 days, we shared 5 rounds of questions based on the festivities of Rath Yatra and the food prepared for bhog, wherein the users had to give the correct answer to win Amazon Vouchers worth Rs. 500.
Every alternate day, we revealed one question in a static Odia language creative, English language creative, and Odia language video creative to maximize the reach.
The questions were crafted in Odia language along with Odia voice-over to bring out the true flavor of the festival while the users engaged from their homes. Through this campaign, 50 users were gratified with Amazon Vouchers.
Distribution Strategy
Since brand pull and saliency are not very strong in these markets when compared to Freedom Sunflower Oil, which is the market leader in terms of sales volumes and market share.
With the help of this campaign, we wanted to increase our brand visibility and awareness amongst potential customers, especially in rural areas. Hence, males and females above 25 years of age were targeted for a more open-reach potential.
Platforms:
Content types:
Odia Static post
English Static post
Odia Video with voiceover in Odia
language
Brand Fit
While Odisha has low internet penetration, via traditional channels Fortune Foods has established itself as a relatable and trustworthy brand in the market, with many product variants available even in the remote areas of the state. This enabled the brand to leverage the engagement campaign to its full potential, as users were able to translate the offline communication to online platforms.
During the daily puja rituals, the deities are served with 56 dishes, popularly known as Chhappan Bhog, among which ‘Poda Pitha’, a special type of pancake, is considered to be the Lord Jagannath’s most preferred sweet dish. For this delicacy, mustard oil and sunflower oil are the preferred choices for making the dishes for the bhog. Hence, the engagement posts were all integrated with the product natively to increase awareness and brand visibility for Fortune Kachi Ghani Mustard Oil and Fortune Refined Sunflower Oil.
While local players exist in the market whose brand fit is comparable, the brand equity of Fortune in Odisha surpasses its competition, barring Freedom Oil, and was hence able to make a larger impact through this campaign.
Results
30K+
Total Entries
19.4K+
Total Comments
6.4K+
Total Share
20K+
Total Mentions
412.71%*
Sunflower oil Sale %
(Orissa Market)
*Sale % increase is as compared to previous month sales in general trade
Overall, the decision to make our audience feel a part of the community and engage with them brought about a growth in product visibility as well as growth in the brand community, coming together to create a high-impact regional content campaign.
Instagram
Facebook
With strong insights, precise communication, refined targeting, and leveraging the right period, the campaign was able to surpass expectations. We surpassed our goals exceptionally to receive a total of 30 thousand entries.
The quiz campaign was well received by the audience, and marked a sharp increase in our community base, with Instagram gaining over 1.3 thousand users during this campaign.