Pandharpur vari is known for the enormous crowds gathering for the 3 week yatra building up to Ashadhi Ekadashi celebrations in Pandharpur, Maharashtra. ABP Majha wanted to design a campaign in such a way that was unique and would stay with the crowds for a long time. Team RWP joined hands with ABP to take up this challenge and came up with a campaign called “Majha Vitthal Majhi Vari”
The standout feature of the campaign was the Ichha kalash that was mounted on the two customized vans. The devotees who could not make it to Pandharpur dropped their wishes on Ichha cards in the Kalash, which were then conveyed to Lord Vitthal through a small Puja on Ashadhi Ekadashi. The campaign also included stalls by associates, Skit performances, public interactions, kirtans, special screenings and distribution of branded merchandise like ponchos and plastic mobile covers.
The activity got an unprecedented response and the event turned out to be a huge success for ABP Majha, both in terms of Brand visibility and Brand recall.