By Sudeshna Sarkar, IANS,
Kathmandu : Indian herbal product manufacturer Ban Labs Ltd has begun marketing its hair care products in Nepal with a novel publicity gimmick that promises to be a regular traffic-stopper, if not a show-stopper.
On Friday, the campaign created a traffic snarl in the Baneshwor area of the capital, where the constituent assembly of Nepal and the office of the UN Mission in Nepal that is assisting in the peace process are located.
A huge crowd spilled on to the roads, forcing passing cars and two-wheelers to seek other routes. Many of the spectators could be seen busily clicking away with their mobile phone cameras at the unusual sight at the heart of the crowd.
The centre of the attraction was 28-year-old Rani Reikbar from Uttar Pradesh, who has been roped in by the Rajkot-based manufacturer and exporter to expand its market in Nepal.
Accompanied by a nine-tonne truck and a clutch of sales personnel, Rani is travelling through Nepal to display the efficacy of Ban’s Sesa hair oil and shampoo and market them with a bang.
The act starts with Rani tying two ropes to her braids and then fastening their other ends to the truck. Then, watched by the cheering crowd, she starts pulling the vehicle till it slowly moves forward.
This is a road show to convey to buyers the idea that Sesa products give extraordinary strength to hair. The Sesa brand name is emblazoned on the truck as well as on the red T-shirts of the sales personnel.
“Now all Nepal will see the strength of Rani’s hair in the truck show,” the leaflets distributed by the men among the marvelling spectators said.
The policemen deployed near the International Convention Centre, where the constituent assembly and UN agency are located, were so taken in by the road show that they good-naturedly allowed it to take place without intervention.
The organisers said they have taken permission from the district authorities to get the road show rolling on Nepal’s roads.
The 43-year-old company that exports its products to the Middle East, Europe, Africa and South East Asia, is offering another USP for Nepali buyers.
“We believe that this road show will inspire confidence in Nepali women and be a source of inspiration,” the leaflet said.