Empowering Brand Experience, 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.