Social Marketing Campaign at Pushkar Fair

Being the Social Marketing arm of IPS-Rajasthan, India's biggest food fortification programme, ViaMedia launched the on-ground activities for the project through Pushkar Fair. Micronutrient malnutrition is highly prevalent in India and IPS-Rajasthan aims at catering to the menace of micronutrient deficiency in the population of Rajasthan. 

Pushkar Fair is India's biggest gathering of livestock and tribal people. It attracts a large pool of visitors from across the country as well as the world. ViaMedia utilised this opportunity of disseminating the information and messages to a huge crowd gathered at one place, very intelligently and distinctively.

ViaMedia, has always been a stickler to innovation. Adhering to the same practice, ViaMedia aimed at spreading the awareness by taking up a pavilion in the fair, where people were served chapattis, pooris and parathas made of fortified wheat flour. Fortified wheat flour contains all the essential micronutrients like iron, folic acid and vitamin B12 that improves the nutritional status of human body. It addresses problems related to nutritional deficiency like anemia, night blindness, neural tube defects and many more. Fortified wheat flour was also kept for display in an open gunny bag, while dough made of fortified wheat flour was also exhibited for people to come and see for themselves that there was no difference in taste, texture and colour of the flour, its dough and eatables made of it.

Apart from this, the traditional methods of communication were also adopted. The stall was adorned with posters and banners carrying messages on fortification and its benefits. Jingle developed by ViaMedia on fortification was also playing constantly at the fair. 

Through our pavilion in the fair in 6 days we were able to reach out to 1.75 to 2 lakhs (approx.) people, we were able to reach out directly to other 40 to 50,000 through one to one interaction in groups by our volunteers who were constantly roaming in the fair with posters and explaining group of people about fortification and its benefits. 

The impact created through this initiative was simply MASSIVE!!!