Media Idee

Candi Dhammal


Activations & Events

Music Concerts

Road Shows

30 Towns

Punjab & KPK

winning-brands

Candi Dhammal

Candi Dhammal: A Game-Changer in Rural Brand Activation

Candi promises ‘Khaas Baat’ – it’s all about making every moment special and looking at life from a different perspective. The Candi Dhammal campaign took this promise to the next level by bringing this unique brand experience to life in the heart of rural towns. This initiative was not just about selling biscuits; it was about creating a sense of community, fun, and excitement while also reinforcing Candi’s position as a leading brand in the biscuit market.

Deliverables:

Strategy & Ideation

Activation Strategy

Activation Platform

Activation Ideation

Singers & Music

Singers Management

Music Band Management

Logistic Management

Branding Placements & Installation

Painting Display Boards Fabrication

Mural Platforms Fabrications

Mural Color Material Management

Music, Sound & Lights

Seating & Decoration

Team Boarding & Lodging

Giveaways & Gifts Management

Schools Transport Management

Mural & Event Team Transportation

Fuel & Generators

Refreshment & Lunch

Security & Protocol

Creative & Design

Activation Theme

Creative Platform

Copy & Content

Consumer Promotion

Promotion Jingle & Video

Key Visuals

Stage & Venue Branding

POS & Merchandising

Collateral Material

On-Ground Activation

Planning & Execution

Supervision & Reporting

Town Listings & Venue Selections

Permission

Road Shows

Towns & Shops Merchandising

Venue Branding

Inter School Competitions

Paintings Display at Venues

Kids Briefing & Engagement

Kids & Teachers Management

Show Invitation & Badging

Schools & Venues Permissions

Stadium & Venue Branding

Briefing & Training Sessions

Activation Team

Brand Ambassadors

Host & Event Managers

Hand Mural Painting

Mural Kits Management

Mural Painting Team Management

Mural Platforms Management

Show Host & Music Band Management

Kids & Teachers Management

Stadium & Display Section Management

Venue Branding Management

The Strategy Behind the Magic

Candi’s target market includes adults who are looking for a unique, indulgent treat – one that satisfies their craving for something sweet, crunchy, and special. With this in mind, the Candi Dhammal rural roadshows were born, featuring musical gala nights and float shows across 30 towns in upper and lower Punjab, as well as Northern areas. But what set this campaign apart was how it treated these rural towns like urban centers, bringing urban-level excitement, energy, and engagement to places typically overlooked by mainstream advertising.

This was a first-of-its-kind roadshow, aimed at making these rural towns feel just as special as the cities, breaking the traditional boundaries of marketing. The rural community was treated to an entertainment-filled experience that included music, interactive float activities, and lots of exciting prizes.

Pre-Event Engagement: Building Excitement and Anticipation

Before the actual float show and musical concerts arrived, Candi worked on creating buzz through pre-event activities. The shopper marketing contest played a pivotal role in this. Retailers were encouraged to showcase Candi products creatively and were rewarded for the best displays. Heavy merchandising and placement of drop boxes in 50 selected stores ensured that the buzz was already building in the retail space before the event.

Additionally, the Merchandising Vans (MMUs) made two visits to each town. The first visit aimed to raise awareness about the upcoming event, and the second visit was strategically timed two days before the float arrival to generate hype, encourage participation, and get people excited about the upcoming activities.

The Float: A Unique Interactive Experience

On the big day, the Candi Dhammal Float arrived in town, accompanied by branded vans and a crew that led the way. This float was more than just a vehicle—it was a mobile stage for musical concerts and interactive activities. The float visited the major market areas, offering four 90-minute shows at different locations, ensuring maximum visibility and engagement. The crowds were not just passive spectators; they actively participated in games, challenges, and lucky draws to win instant prizes. Some of these activities, such as the Candi Khao Khas Ban Jao, allowed participants to win prizes through fun and interactive games.

The Power of the Candi Dhammal Song

To amplify the energy of the campaign, a specially composed Candi Dhammal Song was created, spreading through the town like wildfire. This catchy tune became the soundtrack of the roadshow, and its infectious energy encouraged people to come out and join the fun. With lyrics that spoke to the heart of the community and Candi’s core message of indulgence and happiness, the song was a key element in generating excitement.

Candi Khaas Stories: Adding Fun and Engagement

The campaign also had a fun twist with Candi Khaas Stories. Participants were encouraged to answer quirky and humorous questions in a way that would surprise and entertain the audience. This was more than just a game; it was about building a personal connection with the audience through shared laughter and a sense of community. In addition, Candi Khaas Sher-o-Shairy and Candi Khaas Songs brought an extra layer of entertainment, making the entire experience more memorable.

Prizes and Rewards: Keeping the Excitement Alive

Candi understood that rewards make experiences unforgettable. That’s why bumper prizes like home appliances were given away during lucky draws at each town, and instant prizes were handed out during the float activities. Retailers were also incentivized with special prizes for their participation in the shop display contest, with rewards such as motorcycles, gold rings, and electronics. These rewards helped create additional excitement and ensured that everyone involved in the campaign had something to look forward to.

Incorporating the Power of Retailer Engagement

One of the campaign’s standout features was its focus on retailer involvement. Through the Shop Display Contest, retailers not only helped increase brand visibility by showcasing Candi products, but they were also directly incentivized with prizes for the best displays. The contest created a com
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