A confluence of brand creativity

A confluence of brand creativity

A golden rule in marketing, says brand consultant Giraj Sharma, is to go where the people are, and the numbers will follow. With 400 million people attending the once-in-144-year spectacle of the Poorna Maha Kumbh, brands that have rushed to Prayagraj are reaping rich dividends.

Captive audience

As Sharma points out, the fact that no vehicular traffic is allowed after a certain point and people have to walk a good 2-3 km to the spot where one can take a holy dip means there are opportunities galore for brands to be visible. “The sentiment of people attending the Maha Kumbh is very receptive, which is humbling. They are in a benign frame of mind and, at that point, if a brand message is relayed, the chances of capturing their attention is high,” he says.

Mohit Malhotra, CEO, Dabur India, echoes this sentiment, “This year’s Kumbh Mela has provided us a unique platform to connect with a diverse audience. The vibrant atmosphere and the sheer scale of the Maha Kumbh Mela have allowed us to create memorable experiences for pilgrims and also a chance for them to touch, feel and experience our products, thereby building a deeper connect.”

ITC’s marketing initiative for Mangaldeep agarbattis and matches at the Kumbh Mela

ITC’s marketing initiative for Mangaldeep agarbattis and matches at the Kumbh Mela

Gaurav Tayal, divisional CEO of the agarbatti and matches division at ITC, is optimistic that the company’s initiatives will lead to a successful season for brand Mangaldeep at the Maha Kumbh. The initiatives include the distribution of 10,000 units of alum batti, which can immerse in water, and larger-than-life sambrani cups during the maha hawan.

“Additionally, our AR-immersive experience went live on January 23, enabling devotees to participate in rituals like shahi snaan, deep daan, and aarti virtually,” he says.

Creativity on display

People may be in a receptive mood, but the plethora of brands arriving at the mela need to be creative or really different to be noticeable. For brands that have high relevancy, like ITC Mangaldeep, which can immerse itself into the pujas with its agarbattis, or for soap and hair care brands from Dabur and HUL, which can dive into the bath rituals, it is relatively easy. But several brands have shown that relevancy does not matter.

Coca-Cola’s Maha Kumbh initiative

Coca-Cola’s Maha Kumbh initiative

Take DSP Mutual Fund, which has made an impact with its Garuda Rakshak initiative. Conceptualised by Dentsu Creative Webchutney and executed in association with Falco Robotics, the offline, drone-based search-and-rescue solution is aimed at reuniting lost children with their families. It uses low-frequency radio bands for long-range communication and precision satellite tracking.

Quick commerce brand Blinkit has also shown great responsiveness by creating a temporary store at the Maha Kumbh Mela to deliver a curated assortment of products like pooja samagri items, fruits and vegetables, chargers, power banks, towels, and so on to pilgrims who are camping at the venue — especially at the luxury tents.

Open Network for Digital Commerce (ONDC) has also entered the fray, making it possible for devotees across the country to receive prasad from the Maha Kumbh Mela without travelling to the holy sites. Through Waayu, a seller network participant, devotees can order prasad from Bade Hanuman Ji temple in Prayagraj.

Consumption driver

At a time of rising debate on consumption slowdown, there are easy pickings at the Maha Kumbh for smart brands that have augmented their supply chain and distribution channels at the venue. Industry chamber ASSOCHAM has said as much, pointing out that the world’s largest congregation would be a major driver of consumption demand, especially in sectors of specific interest to micro, small and medium enterprises. 

“While clear data is expected to be shared by State and central organisations at the conclusion of the grand spectacle, a visible impact is seen in sectors including transportation, hotels, restaurants, roadside eateries, and construction and maintenance of civic infrastructure, among others, in terms of brisk demand,’’ ASSOCHAM Secretary General Manish Singhal said.

Replication

With religious tourism growing at an immense pace, brands can replicate their Maha Kumbh strategy at other holy spots as well. A Kantar study showed that one in four Indians has travelled to religious destinations in the past year. ONDC’s prasad distribution service has been extended to Ayodhya temple as well. 

Brands just need to follow the Indian pilgrim’s progress and show up there.



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