GSK Iodex takes massage van to Pandharpur Wari pilgrims

The event was used as a platform by Iodex for customer activation and successfully executed by Vritti i-Media

BestMediaInfo Bureau | Mumbai | July 29, 2016

'Gyanba Tukaram' and 'Mauli Mauli' are perhaps the most uttered words in Maharashtra during the 'Wari' period. Pandharpur Wari or pilgrimage to Pandharpur is among the most awaited, social and religious occasions in Maharashtra. The famous 250-km walk during Pandharpur Wari that crosses the length and breadth of Maharashtra is a huge social event.

Targeting the massive crowd, GlaxoSmithKline Consumer Healthcare's Iodex Massage Van came as a blessing in disguise for the pilgrims. This innovative rural activation was executed by Vritti i-Media.

Rajesh Radhakrishnan

Rajesh Radhakrishnan, Director, Marketing Strategies and Public relations, Vritti i-Media, said, “The aim of the activation was to take the brand's philosophy forward, i.e. if you have any pain in the body then you have to remember Iodex for that. So, the idea was to present the brand as not just a headache-relieving balm but one can also use it as a body pain reliever too. Our last 2-3 campaigns were also done on the same philosophy of positioning Iodex as a body pain reliever.”

This campaign was first initiated by GSK at the Pandharpur Wari event last year through the 'Iodex Massage Van'. The concept was appreciated by everyone because of its utility and direct mapping with the event. The overwhelming success of the campaign last year was so encouraging that the team wanted to acquire further heights of success this year. Iodex being an established brand for quick relief from all kinds of pains, the catch line 'Badan Dard ka Expert, Sirf Iodex', meaning 'Iodex is the best remedy for every kind of body ache', has been communicated well during the walk.

The campaign offered 12 branded vans that accompanied the Pandharpur Wari from the first day to the day when the procession got over. The well-equipped and well-branded vans offered instant relief from pain and discomfort to the pilgrims. The procession that claims attendance of more than two million devotees every year is the biggest opportunity to showcase Iodex, the best pain reliever brand in India. Other than vans, free massage was offered to the pilgrims. These well-branded tents served pilgrims during the breaks or at night to rejuvenate and make them ready for the next day.

In the activation process during the whole event, approximately more than 15,000 packs of Iodex were sold and more than 20,000 massages were given to the people. The massage coupons were distributed in the morning and people used to come for massages in the evening after the day's long walks.

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