HOW HAJMOLA BROUGHT HUMOUR AND FUN TO A KOLKATA CONCERT WITH INNOVATIVE BRAND ACTIVATION

• CLIENT : Dabur
• CATEGORY : FMCG
• BRAND : Hajmola
• MEDIUM : On-ground Activation

Problem :

Hajmola, known primarily as a digestion aid, wanted to reposition itself as a fun, anytime indulgence. The challenge was to shed its traditional perception and highlight its playful, casual personality to a youthful audience, using an engaging and memorable approach.

Our Solution :

We conceptualised an innovative on-ground activation at a popular concert in Kolkata. The idea was to leverage the high-energy, youthful vibe of the event to align Hajmola with fun, spontaneity, and humour.

Execution:

Over three days, the concert venue transformed into a hotspot for hilarity with a Hajmola-branded zone where participants were invited to showcase their funniest acts. A unique, interactive dispenser added an element of surprise and delight—participants who were deemed hilarious enough by the audience and organisers were rewarded with Hajmola on the spot. The activation seamlessly blended into the concert’s energetic atmosphere, with live interactions and humorous performances drawing large crowds. The dispenser became a highlight, reinforcing Hajmola’s playful image while keeping the brand experience light-hearted and engaging. This creative integration ensured Hajmola stood out as a brand that brings joy and fun, beyond its traditional digestive benefits.

Results:

The activation successfully repositioned Hajmola as a fun, anytime indulgence, resonating deeply with the youthful audience at the concert. The interactive dispenser and live performances created a buzz at the venue, drawing significant attention to the brand. By aligning Hajmola with humour and spontaneity, the campaign not only enhanced brand recall but also expanded its appeal beyond the conventional perception of a digestion aid. The activation demonstrated how Hajmola could seamlessly integrate into everyday moments of fun and enjoyment.