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FMBX News
Posted: Sep 12, 2011
Arla brand Savera previews at Mela events with Carat
In October Arla are launching a new and exciting brand called Savera which will produce authentically tasting dairy drinks and products for South Asian cooking. To support the launch Savera sponsored the London and Newcastle Mela events which took place on Sunday the 4th and 11th September. Melas are exciting events based around celebrating South Asian culture with a focus on traditional cuisine. On behalf of Savera, Carat Sponsorship negotiated the sponsorship and constructed a marquee to allow attendees the chance to escape the hustle of the Mela and sample the Savera range.
Ajoy Sachdev, a top Indian chef who helped Savera develop their dairy range, was on site serving up a delicious paneer curry and answering questions on the brand. A professional photographer was present to capture all those in and around the marquee who were invited to tag themselves. Photos were uploaded onto Savera’s Facebook page.
Despite early rain the London Mela, held in Gunnersbury Park, attracted 60,000 people. The Savera marquee was a huge success – jam packed from the beginning to the very end. Visitors were able to enjoy the bright and marquee interior that provided a welcome escape from the busy Mela. Thousands of samples were distributed.
Paul Hicks, head of brand experience and events, Carat Sponsorship told Fieldmarketing.com: “This is a great way for a brand like Savera to launch into a very tough market, and what a huge success. The products were hugely popular and the environment we created enabled people to experience what the brand is all about.”
