Vatika: Shield of Dignity

Rahul Arora

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Campaign details

Brand: VatikaBrand owner: DaburLead agency: Milestone Brandcom Pvt. Ltd.Country: India Industries: Hair careMedia channels: Packaging & designBudget: Up to 500k

Executive summary

Kumbh Mela, the largest religious gathering in the world, attracts millions of devotees to perform ablutions in a holy river; but it throws up a huge challenge to the traditionally conservative Indian woman.

Given that there are limited changing rooms, located too far from the bathing areas, they have to change their clothes out in the open or brave glares as they walk soaking wet...

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