Reliance’s swinging campaign for Janmashtami

Reliance Communications initiated a contest’Haalo Dwarka’ together with an OOH campaign in cities like Rajkot and Saurashtra in Gujarat to build a strong regional connect through local festivals. On the auspicious occasion of Janmashtami, a live Jhula was constructed for Lord Krishna on billboard, where people could go and swing. There was also a’Bhajan Kirtan’ by the NGO, at the venue followed by an’Aarti’ by the ex-mayor of Rajkot. Also, sweets were given away as Prasad to the passersby. The objective was to build a regional connect with the brand and to promote the contest “Haalo Dwarka, a scheme wherein a lucky winner could win a free trip to Dwarka by downloading Krishna tunes from the Reliance toll-free number.

The creative and outdoor agency Kinetic India has adequately generated curiosity among the people and built a strong connect with the brand. Reliance Communications reportedly good a very good response post the’Haalo Dwarka’ campaign, which was up for 15 days.
 
Prasun kumar, National Head – Brand communication & Insights, Reliance communications says, speaking about the campaign, “It has been always our  Brand endeavor to engage the customer.  OOH is not only an advertising or promotional platform, but also  a customer engagement tool.  In lieu of the above we design our OOH to reach out to our relevant customers and provide an opportunity to connect and associate with the brand. Also, we feel the best way to have a good idea is to have a lot of ideas. And we did the same before finalizing and executing the Live Jhula of Lord Krishna on Janmashtami in Saurashtra, a region where the festival is much bigger. The agency was briefed and the teams worked hand in hand to come up with the unique idea. We spoke to local channel partners and customers to understand what was the first thing they would do on the festival day, or what was their biggest anticipation for this festival season and the best which came out was “to swing the cradle of their favorite God Krishna on his birthday. So we thought to give the same experience but in a bigger and open way to the people of Rajkot. We constructed 20 ft cradle on 41 ft x10 ft hoarding; the site selection played a major role. People pour in everyday to swing the cradle. Reliance touched million hearts with our regional connect.
 
Amit Sarkar, Chief Operating officer, Kinetic India adds,”Janmashtami is a key festival for the people in Rajkot. The innovation was a first of its kind where people could swing their lord at such a grand scale. We look forward to doing more innovative and engaging work with RCom in the future.