{"id":213760,"date":"2025-01-13T00:14:09","date_gmt":"2025-01-13T00:14:09","guid":{"rendered":"https:\/\/news.talkwithrattan.com\/index.php\/2025\/01\/13\/kumbh-mela-india-inc-turns-holy-dips-into-marketing-goldmines\/"},"modified":"2025-01-13T00:14:10","modified_gmt":"2025-01-13T00:14:10","slug":"kumbh-mela-india-inc-turns-holy-dips-into-marketing-goldmines","status":"publish","type":"post","link":"https:\/\/news.talkwithrattan.com\/index.php\/2025\/01\/13\/kumbh-mela-india-inc-turns-holy-dips-into-marketing-goldmines\/","title":{"rendered":"Kumbh Mela: India Inc. turns holy dips into marketing goldmines"},"content":{"rendered":"
\"Kumbh<\/div>


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At the Kumbh Mela<\/a> in Prayagraj, the six snans (or holy dips) \u2014 the first of which begins today (Monday) on Paush Purnima \u2014 have turned top draws for India Inc. Companies have allocated almost 70% of their overall spends on the Kumbh centred around these six holy dips<\/a>, and are amplifying marketing on social media platforms as well as collaborating with influencers to drive brand engagement<\/a>.<\/p>\n

The Kumbh Mela, which takes place once in 12 years, is expected to draw as many as 400 million pilgrims between January 13 and February 26, which is Maha Shivratri, and is pegged as the world\u2019s largest such congregation. Of the six holy dips, three are royal baths or shahi snans.<\/p>\n

\u201cBrands want maximum visibility to be packaged around the six snans. Almost 70% of overall branding spends at the Kumbh Mela are centred around the snans, through the 45-day event,\u201d said Kunal Lalani, chairman of Crayons Advertising, which holds advertising rights for the Maha Kumbh.<\/p>\n

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Virtual prayer rituals<\/strong>
Over 30 million devotees are expected on January 13 alone, the first of the six holy dips, which take place at the confluence of the Ganga, Yamuna, and the mythical Saraswati rivers.ITC<\/a>, Coca-Cola, Adani Group, Hindustan Unilever<\/a>, Dabur<\/a>, Bisleri, Park+, Emami<\/a>, Reliance Consumer Products, Bank of Baroda<\/a> and SpiceJet<\/a> are among those that have bought branding rights, executives organising the mega event said. \u201cOur activities (at the Kumbh) will be amplified through social media platforms and influencer collaborations to reach a wider audience,\u201d said Gaurav Tayal, divisional chief executive, matches and agarbatti division at ITC.<\/p>\n

The company, which makes Mangaldeep agarbatti and Vivel soap, said it is leveraging digital innovation<\/a> through augmented reality<\/a> to allow devotees to perform shahi snan, deep daan, and aarti virtually, and is distributing 10,000 alum battis that are to be immersed in the water, besides branding at arch gates, changing rooms, umbrellas for traders, and agarbatti installations at high-traffic locations, including Sangam ghat and Nagvasoki temple.<\/p>\n

\u201cRates for branding are at least 50-60% higher compared to the previous Kumbh in 2019, with various opportunities for branding, on boats, unipoles, hoardings, arches, luxury tents, watch towers, water ATMs and barricades,\u201d Lalani said. Two other ad agencies, Vritti Solutions and Shreyas Media, have also been mandated by the Uttar Pradesh government for managing advertising at the event.<\/p>\n

\u201cWe will be pairing our portfolio of beverages with local foods and flavours,\u201d said Greishma Singh, vice president, marketing, Coca-Cola India and Southwest Asia. A hoarding costs Rs 1.5 lakh to 3 lakh each, while branding on a boxed gate is priced at Rs 25 lakh each. Branding on electric poles costs advertisers Rs 30,000 each, according to media buying executives directly involved with the process.<\/p>\n

Tier 2 & 3 city consumers<\/strong>
Executives said they are tapping into consumers from tier 2 and 3 cities as well as leveraging the opportunity to offer first-time samplings to international visitors. \u201cWe feel direct engagement with consumers during such traditional melas helps us strengthen our bond with consumers. They, in turn, get the opportunity to touch, feel and experience our products,\u201d said Dabur India chief Mohit Malhotra.<\/p>\n

Dabur has established snan zones with toothpaste dispensers, and its Amla and Vatika brands are offering over 100 branded changing rooms for women devotees, hair dryers and \u201cpampering\u201d zones inside the changing rooms.<\/p>\n

Adani Group has branding at 11 unipoles, 100 golf carts, prasadam points, five welcome gates and on 150 feeder buses. In addition, 500,000 Geeta Saar books are being distributed by religious group Iskcon.<\/p>\n<\/div>\n


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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

At the Kumbh Mela in Prayagraj, the six snans (or holy dips) \u2014 the first of which begins today (Monday) on Paush Purnima \u2014 have turned top draws for India Inc. Companies have allocated almost 70% of their overall spends on the Kumbh centred around these six holy dips, and are amplifying marketing on social […]<\/p>\n","protected":false},"author":2,"featured_media":213761,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","fifu_image_url":"https:\/\/img.etimg.com\/photo\/msid-42031747\/et-logo.jpg","fifu_image_alt":"","footnotes":""},"categories":[602],"tags":[11813,41802,168832,13702,90308,7153,74199,168834,40509,18290,168831,273,7124,65073,83107,733,168776,32902,101530,168833,14989,5342],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/213760"}],"collection":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/comments?post=213760"}],"version-history":[{"count":1,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/213760\/revisions"}],"predecessor-version":[{"id":213762,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/213760\/revisions\/213762"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/media\/213761"}],"wp:attachment":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/media?parent=213760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/categories?post=213760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/tags?post=213760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}