Hajmola Sauf sachet- Sampling Activity- Mumbai

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Hajmola Sauf sachet- Sampling Activity- Mumbai

  1. 1. DABUR Hajmola Sauf Sampling with Dabbawalas by Market Men – Consumer Connect & Events Pvt. Limited
  2. 2. Objectives • To create awareness for Hajmola Sauf as a digestive tablet. • Induce TG to enjoy the chatpata flavour to stimulates their digestive power. • To create ‘Top of mind” brand recall.
  3. 3. The Activity… • 1.50,000 office goers were targeted for sampling the Hajmola Sauf Digestive with dabbas from homes to office the same day. • Market Men promoters assembled at stations between 10.30 am to 11.00 am with the samples in a in a branded tag.. As soon as the dabbawala reached the stations, promoters tagged the samples.
  4. 4. Branded Tags
  5. 5. Hajmola Sauf Dabbawala Sampling Campaigns Some photographs
  6. 6. Promoters putting Hajmola Sauf sachet tags to dabbas / tiffins for delivery to office. Branded Tags
  7. 7. Hajmola Sauf sachet tags on dabbas / tiffins for delivery to office. Branded Tags with samples
  8. 8. Hajmola Sauf for delivered by Dabbawalas to offices….. Branded Tags with samples
  9. 9. Hajmola Sauf for delivered by Dabbawalas to offices….. Branded Tags with samples
  10. 10. Hajmola Sauf for delivered by Dabbawalas to offices….. Branded Tags with samples
  11. 11. Sr Station Nos 1 Virar to Dahisar 10500 2 Borivli 12500 3 Kandivli 6500 4 Malad 9500 5 Goregaon 5500 6 Jogeshwari 4500 7 Andheri 12500 8 Vile Parle 5500 9 Santacruz 4500 10 Khar & Bandra 6500 11 Mahim to Dadar 8500 12 Lower Parel to Mahalaxmi 4500 13 Grant Road 5500 14 Charni Road 4500 15 Marine Lines 5500 16 Churchgate 12500 17 CST 9500 18 Masjid Bunder 4500 Total 133000 Route Plan for sampling – 23rd May 2012
  12. 12. Sr Station Nos 1Byculla 4500 2Dadat TT 5500 3Thane to Bhandup 5500 4Mazgaon 2500 Total 18000 Route Plan for sampling – 24th May 2012
  13. 13. Clarification • Dabbawala don’t talk to people in most of the cases, in major offices & corporate they leave dabba at the reception counter. • They directly interact only with people in shops & small offices where they handover dabba personally (pictures attached initially)
  14. 14. Feedback from a small sample observed (shops & small offices) • Impact point - Tags noticed by high majority of them immediately as they received their dabba. • Reaction - Most of the gestures after receiving were welcoming & pleasant or surprised • Response - Hajmola removed & kept in pocket or kept on the table casually
  15. 15. Some Reactions: (post activity our supervisors tried having a word with people who received dabba with the tag) - People felt the taste of Hajmola Sauf was like eating actual Sauf. - People were asking for more. Especially for themselves and their family. - Just Re.1. is a reasonable cost . Will definitely buy it. - You should introduce a bigger pack for home use. - Its perfect after lunch. Please do give more. Dil Mange More.
  16. 16. Insights - People like hajmola & believe its good after lunch but they don’t have the habit of it or forget it hence need to make it a habit, this activity has done its bit to remind people of the complete experience when lunch/dinner is followed by hajmola. - Key to the success of this activity is – targeting at the right time (Lunch break) at the right place (Tiffin boxes @ lunch tables) - Having the creative of Hajmola Sauf (with sauf creative) made much more impact rather than just normal sampling of Hajmola in the dabba. - Multiple contacts sampled through one small sachet, as people sit together & share lunch.
  17. 17. THANK YOU

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