Why Kumbh Mela is always considered a paradise for marketers?

Attention to all the brands out there! Maha Kumbh Mela is here. So, pull up your socks for playing the sacred games of marketing.

The Maha Kumbh Mela 2021, Haridwar is the world’s largest congregation of humankind. The ‘4 Shahi Snans’, ‘Peshwai’ and the Aarti at the Ganga have already attracted millions of devotees from all over the globe. But, the Mela has a lot more for the marketers. Especially, at the time of Shivratri, which happened on March 11th, when 1 crore people came for the first ‘Shahi Snan’

There will be more crowd coming in from April, 1st when the crucial phase of Mela will begin. An expected gathering of over 100 million people is nothing but a golden opportunity for brands to increase their awareness and engage with their target group. Moreover, it is a chance for brands to build an emotional connect with the people. Now, with the changing times, brands have the opportunity to amplify their on-ground activation with digitization, which enhances the emotional connection with the consumers.

Till date, the Mela has witnessed hundreds of brands that have come forward to up their game in the marketing space. After all, a brand is majorly remembered for its good deeds and especially when it digitalizes its deeds. Below are a few case studies of such activations that has helped the brands in creating awareness and connecting with people emotionally- 

There will be more crowd coming in from April, 1st when the crucial phase of Mela will begin. An expected gathering of over 100 million people is nothing but a golden opportunity for brands to increase their awareness and engage with their target group. Moreover, it is a chance for brands to build an emotional connect with the people. Now, with the changing times, brands have the opportunity to amplify their on-ground activation with digitization, which enhances the emotional connection with the consumers.

Till date, the Mela has witnessed hundreds of brands that have come forward to up their game in the marketing space. After all, a brand is majorly remembered for its good deeds and especially when it digitalizes its deeds. Below are a few case studies of such activations that has helped the brands in creating awareness and connecting with people emotionally- 

  • Navratna Oil– The brand launched a multiple award-winning campaign, ‘Kumbh Mein Sukun’ that arranged technologically-driven Lost & Found Camps at Prayagraj for devotees, who were anxious about getting lost in the huge Mela. From officials to the devotees, everybody appreciated Mindwave Media for offering relief to the vulnerable section of the society with the help of digitization.
  • Good Knight– In 2015 when dengue was at its peak in India, Mindwave Media facilitated branding for Good Knight on the fumigation rickshaws in Nashik and conceptualized to light more than 5000 Fast Card diyas across the Akhadas to prevent the devotees from mosquito bites. Devotees thanked the brand for taking care of their health, which left a positive connection with the brand.
  • Lifebouy- This brand created a story around how eating with dirty hands causes diarrhea. ‘Roti Reminder’ campaign of Lifebouy caught the eyeballs of thousands at Prayagraj as it uniquely delivered the message of washing hands by stamping it on the Rotis. This was a simple and thoughtful initiative to promote hygiene and win the hearts of people in no time.
  • JK Cement– Mindwave Media created a ‘selfie zone’ under the banner of JK Cement at the Kumbh Mela of Ujjain that helped the devotees pray to Lord Mahakaleshwar and take a selfie with its backdrop. Around 2 million people found the ‘selfie zone’ as a considerate gesture by the brand because it helped them to avoid long queues for worshipping the Lord.
  • Tata Salt- Taking inspiration from the Hindu mythology, Tata Salt launched a campaign, ‘Kumbh Kay Shravan’ to assist elderly and specially-abled devotees at the Kumbh Mela held in Prayagraj with the ‘Seva Vahaan’. Devotees noticed the brand to be empathetic as it ensured safety and comfort during their spiritual journey.

“Whether it is a campaign for Navratna Oil, Good Knight Fast Card or JK Cement, all of them were memorable and award-winning. We believe that a campaign or an activation should establish a sense of emotion between the brand and the consumers. So, we come out with ideas, branding elements and facilities that revolve around establishing that emotional vibe. And, to amplify the effect of the campaign, the brand should seek digital help”, says Mr. Rajesh Radhakrishnan, Co-founder, Director & CMO, Mindwave Media. 

Wish to captivate the attention of millions in a flash? Connect with Mindwave Media for conceptualizing and executing branding solutions at the Maha Kumbh Mela 2021.  We have the rights for activation and branding at this gathering. So, just 12 days to go for the Kumbh. Last day of booking your branding space for April 1-30 is March 25th, 2021. For enquiries, feel free to contact Mr. Rajesh Radhakrishnan, Co-founder, Director and CMO of Mindwave Media at +91-9561068555.   

Leave a Comment

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Send a Message