Aashirvaad (ITC Ltd.) Activation at D‑Mart Malad & Digital Lead Collection

Objectives

1. Drive In-Store Sampling & Awareness
   Educate consumers—especially homemakers and mothers—about the quality and nutritional positioning of Aashirvaad Atta via immersive experiences.

2. Capture Consumer Data & Build a Lead Funnel
   Collect contact and preference data with user consent to enable targeted digital follow-up and nurturing.

3. Extend Reach through Digital Storytelling
   Share activation highlights and user-generated content to audiences beyond in-store, boosting brand recall and engagement.

Experiential Activation at D‑Mart

Sampling & Consumer Engagement

• Product Sampling Kiosk: Attendees tasted rotis made from Aashirvaad Select and Classic variants, comparing softness and aroma.

• Recipe Idea Wall: Interactive display featuring local recipes (e.g., stuffed parathas for Mumbai families), linking food culture with product usage.

Digital Lead Capture Stations

• Tablet-Based Registration: Visitors registered with minimal details (name, contact, ZIP code) in exchange for a small product sample or recipe e-book.

• Quiz Engagement: Simple quizzes like “Which roti retains softness longer?” with a digital voucher sent via SMS/email upon completion.

Rewards & Incentivization

• Incentives: Participants received branded kitchen tools (e.g. spatula) or discount coupons for future Aashirvaad purchases.

• Instant Gratification: On-spot coupon codes delivered immediately via SMS to encourage redemption during same-store visits.

Digital Data Strategy & Follow-Up

CRM Integration & Segmentation

• Collected leads captured into an email/SMS CRM, tagged by neighborhood zone and product preference.

• Segmenting based on ZIP/pincode and product variant preferences helped personalize future outreach.

Personalized Nurture Campaigns

• Email Drip Series: Recipes, health tips, and child-friendly meal ideas linked to Aashirvaad varieties.

• Educational Messaging: Highlighted nutritional benefits, fiber impact (Digestive Quotient), and iodine awareness tied to Aashirvaad’s Smart India initiatives 

Social Media Amplification

• Shared carousel posts and Reels from the activation event with real attendees using hashtags like #AashirvaadAtDMartMalad, #TasteTheSoftness.

• Promoted user-generated content (UGC) from participants posting recipes or experiences using branded AR GIFs.

Paid Digital Campaign Extension

Targeted Social Ads

• Ran Facebook/Instagram lead gen ads tied to neighborhood zone data captured during activation.

• Ad visuals featured local recipes, customer testimonials, and short-form videos of real-time booth interactions.

Retargeting Strategy

• Retargeted in-store data leads with recipe videos, trusted influencer endorsements (e.g. mom influencers), and curated Aashirvaad content.

• Incorporated retargeting across platforms to replay activation experience and drive deeper brand consideration.

Expected Outcomes

Strategic Insights & Learnings

• Culturally Relevant Experience Building: Following ITC’s focus on culture-led storytelling (e.g. Orissa Pattachitra activations, Rath Yatra experiences) creates deeper resonance among consumers .

• Data-Driven Activation: Mirroring D-Mart attendance with location-based digital retargeting increases conversion efficiency—akin to tech-first campaigns done by ITC Food Brands for Aashirvaad Select via InMobi mapping and video retargeting.

• Holistic CX & Education: Integrating Nutri-education (e.g. iodine awareness, digestive quotient tests) into campaigns builds trust and aids in long-term brand loyalty—mirroring ITC’s Smart India initiative .

Conclusion

This holistic experiential and digital activation model positions Aashirvaad Atta not just as a quality product, but as a community-first, trust‑based brand actively engaging with homemakers. By combining on-ground sampling, data capture, personalized follow-up, and localized storytelling, Psyber Inc would ensure brand recall, conversion, and long-term consumer relationship building—aligned with ITC’s innovation-first ethos and FMCG excellence.