Mediker Kumbh Mela 2019 Campaign - Case Study

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Jooon Se Mat Darr, Lagaao Mediker

Mediker Kumbh Mela 2019 Campaign

Mediker, a trusted anti-lice shampoo from Marico, aimed to increase brand visibility and awareness among its target audience of girls and women aged 10-45. To achieve this, Mediker executed a comprehensive activation campaign at the Kumbh Mela, a massive religious gathering with an estimated footfall of 10 million people.

Objectives

Enhance Mediker’s brand visibility, engage with the target audience, educate consumers on the benefits of Mediker, create buzz at the Kumbh Mela, and position Mediker as a leading anti-lice solution.

Target Audience

Girls and women aged 10-45 attending the Kumbh Mela.

Concept

The campaign combined on-ground activations, experiential marketing, and CSR initiatives to create an engaging and memorable brand presence at the Mela while promoting Mediker’s anti-lice benefits.

EXECUTION

At the Kumbh Mela, a branded booth became the focal point with:

Interactive Booth: Featured product displays, games, and a photo booth. An emcee hosted activities, while two inflatable lice mascots, “Joo Raja,” entertained the crowd.
Games and Giveaways: A dart game offered winners Mediker kits, and the photo booth provided shareable memories, amplifying social media visibility.
CSR Initiatives: Branded towels were distributed after pilgrims’ holy baths, promoting hygiene and Mediker’s message “Juyien Aapse Sirf Ek Sir Dur Hai.” Branded handbags were also provided to store belongings.

Partnership with Hotels

Toiletry kits with Mediker shampoo sachets and promotional posters were placed in 100 nearby hotels, expanding brand reac

Results and Impact

Increased Brand Visibility: The booth, mascots, and merchandise enhanced visibility.
Strong Engagement: Interactive activities attracted visitors and fostered positive engagement.
Effective Education: The campaign communicated Mediker’s benefits effectively.
Buzz Creation: Unique activation created a strong buzz at the Mela.
Positive Brand Image: CSR initiatives boosted the brand’s image.

Bottomline

Mediker successfully leveraged the Kumbh Mela platform to increase awareness, engage its target audience, and position itself as a top anti-lice solution.

New Customers

0 +

Towns Covered

0 +

No. of Retailers Connected

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Total Sales

₹ 0

Jooon Se Mat Darr, Lagaao Mediker

Objectives

Target Audience

Concept

EXECUTION

Partnership with Hotels

Results and Impact

Bottomline

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