Empowering Brand Experiences, Influencing Decision Making. 
01 Brief
By the late 20th century, DALDA, once the #1 edible oil brand, was losing ground to global competitors. To regain relevance, DALDA focused on the East Zone of India, specifically Odisha, where the Jagannath Rath Yatra, a religious festival with over 1.5 million devotees, presented a unique activation opportunity.
02 Approach
Recognizing the crowded, chaotic nature of the Yatra, DALDA aimed to enhance the experience by helping devotees who struggled to get a proper view of Lord Jagannath. The goal was to make DALDA relevant again, grow in line with the industry, and create an annual high-impact activation.
03 Solution
DALDA created “Divya Darshan” by converting empty DALDA oil bottles into high-power telescopes. Promoters along the 2 km Yatra route offered these telescopes to help devotees get an unobstructed view of Lord Jagannath, giving them a fulfilling experience. Afterward, DALDA distributed uncooked temple-sourced Prasad (a mix of rice and pulses) in branded bottles, allowing devotees to take home the Lord’s blessings and solidifying DALDA’s presence in their homes. This innovative and divine association with the brand ensured lasting consumer engagement and increased brand visibility.
Divya Darshan: How DALDA Reconnected with Devotees Through a Divine Experience
In the competitive world of edible oils, DALDA, once a household name, was gradually fading from public memory by the late 20th century. Facing stiff competition from global brands, DALDA needed more than just a marketing push—it required cultural relevance. This need birthed one of the most unique experiential marketing campaigns in India: Divya Darshan.
Reclaiming Relevance Through Faith
To revive its brand and reconnect with Indian households, DALDA zeroed in on a high-emotion, high-engagement moment—the Puri Rath Yatra, one of India’s most revered religious festivals, drawing over 1.5 million devotees annually. The focus was Odisha, a key East Zone market, where tradition and devotion shape consumption patterns.
Understanding the festival’s chaotic energy and the difficulty many devotees face in catching a clear glimpse of Lord Jagannath, DALDA chose not to disrupt the experience but to enhance it.
The DALDA Divya Darshan Experience
In a stroke of insight, The Brand Brewery conceptualised and executed Divya Darshan—a campaign that turned everyday DALDA oil bottles into high-power telescopes. Along the 2 km stretch of the Yatra, trained promoters offered these telescopes to devotees, enabling them to have an unobstructed and fulfilling darshan of Lord Jagannath.
This simple, cost-effective yet powerful activation resonated with devotees, elevating DALDA from a brand to a bridge between faith and fulfilment.
More Than Just a View: A Takeaway That Lasts
But the campaign didn’t end there. After the darshan, devotees received branded bottles filled with uncooked prasad—a sacred mix of rice and pulses from the temple kitchens. This transformed the DALDA bottle into a vessel of divine blessings, embedding the brand into the devotees’ homes and hearts.
This intelligent blend of cultural insight and marketing innovation not only boosted brand visibility but also re-established DALDA’s emotional connect with its core audience.
A Benchmark in Experiential Marketing in India
Divya Darshan by DALDA has become a shining example of innovative marketing campaigns in India, showcasing how legacy brands can reclaim relevance through experience-first strategies. The campaign now stands as an annual activation benchmark, showing that in the age of digital clutter, real experiences still hold immense power.