DALMIA CEMENTS
Chath Waali Chhath Puja
For establishing emotional connection with consumers in a low differentiated category, we addressed the common challenge of crowding faced at the ghats of Ganges during the Chhath Puja festival in Bihar.
Positioning brand Dalmia as a part of the consumers’ lives during a key festival, we brought the Ganges ghats to their doorsteps by building ‘Kunds’ filled with holy water of Ganges on their apartment rooftops.
In addition to building brand affinity, the initiative led to an innovative visibility beyond the festival period.