In a first of its kind initiative, Odisha Tourism took up the task of digitally launching Nabakalebara that culminated with the most widely celebrated Ratha Jatra festival. While striking a chord with the audience was an easy piece of cake, the response that they got made it all the more overwhelming.
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Objective of the campaign was to increase the number of tourists at the time of Ratha Jatra by wanting to capture the most exceptional and prodigious moments of the 3 months long festival that was celebrated after a span of 19 years in Odisha.
They also wanted to engage other travelling and religious aficionados. Nabakalebara was aimed at digitally connecting the festival with the devotees and boosting the tourism potential of Odisha. The promotion of the festival was also backed with creative contests across social media platforms such as Facebook and Twitter.
— Debashis Panda (@debashispanda12) July 4, 2015
The whole campaign and the unusual, striking activities got a whooping response from day one itself. The hashtags used were amongst top 5 trending hashtags in India. There were more than 11k tweets on twitter, 6M post likes on Facebook.
It was the first time that a religious festival had been promoted digitally in such a grand way. Interactivity, engagement, creativity and entertainment in the right proportions worked for Nabakalebara campaign, and how!