Radium Management continues on its journey of collaborating with strong brands bringing to life customized objectives of engaging with their communities.
Polycab India Ltd. presented a series of consumer-based initiatives that engaged directly with lakhs and lakhs of pilgrims at the Jagannath Puri Rathayatra held recently. Innovative utility-based setups and spaces – some time-tested, some typically modern-day – came to life in Polycab brand colours with a view towards enhancing pilgrims’ experience at the Jagannath Puri RathaYatra.
Radium Management was the proud collaborator bringing alive these installations at Puri right where the action was taking place.
Polycab Cool Zone – Picture this. You are walking for kilometers and kilometers. Yet, the destination is still some distance away. Now, your legs are quite ready to give away. Anyone who has done a pilgrimage on foot knows the feeling. Polycab created a welcome solution for this exact situation. Located close to the Gundicha Temple, the Polycab Cool Zone area had seating arrangement that provided a few minutes of respite to those aching legs and limbs. What a relief for the tired, aged, and unfit to flop down and rest awhile, maybe take a gulp of water too, before proceeding again to enjoy the festivities.
Watch Towers for Location and Identification – Family elders held onto your hand while dragging you around a mela till it got limp and sore. Remember this childhood memory? Can’t really blame them for India is full of stories of people losing themselves in fairs. Not a happy experience for anyone at any age. Polycab created specially-designed watch towers in bright brand colours for location and identification ease at Puri RathaYatra. So, all you did – in case you drifted away from your friend or family member – was called them straightaway and informed,” Look, I am right underneath the Polycab tower. Come quick!”
Mobile Charging Stations – The worst nightmare of our times: I am lost and my phone battery has died! Polycab thought through this terrifying scenario and created mobile charging stations so pilgrims could get a quick charge for their mobiles and carry on with the plans. Simple. Effective. Truly Godsent.
If you noticed, each brand reach-out focused on faith and staying connected while having a memorable experience with your loved ones at the cultural event. Polycab, deeply rooted in Indian ethos and culture, stands for all these traits. It was only befitting to take the brand’s qualities right into the heart of visitors and pilgrims in an engaging way at one of the biggest festivals of India and Radium Management was roped in to bring the brand objectives alive at Puri Ratha Yatra 2025.
With Inputs by Neha Karmakar
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