ABC launched a campaign to encourage using almonds as that gift during Raksha Bandhan. “What we’re trying to do is to make this a gift of good health. For the first time this year, we ran a campaign for 15 days and we started seeing interest in it right away,” Mazumdar said. Weddings are also a grand affair in India, marked by numerous events and large ceremonies. Invitations are an integral part of the wedding experience. ABC recognized the opportunity to include almonds in wedding invitation packages, making almonds a part of the celebration. ABC has partnered with Indian wedding magazines to explore the link between almonds and weddings. Additionally, they have adopted a strategy to display Google Ads when users search for wedding-related content. These initiatives aim to increase the gifting of almonds, making them a significant part of wedding celebrations in India.
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Article contributed by the Almond Board.
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