Kumbh Mela has always been a platform where marketers jostle for space in order to boost visibility for their respective brands. Remember the successful campaign by Hindustan Unilever for Lifebuoy, where the brand partnered with more than 100 restaurants at the Kumbh Mela to raise awareness about proper hand washing habits and Dettol’s ‘Kam Paani Mein Zyada Suraksha’ campaign last year.
This time as well, brands are trying various innovative marketing approaches to reach out to their customers, with up to 50-60 million footfalls expected at Prayagraj Kumbh over a period of one month.
Airtel, Dabur, Patanjali, Oyo Rooms, Redbus, Coke, PepsiCo, Nerolac and leading PSU Banks like Punjab National Bank as well as private banks are all out with their branding at the venue. According to sources, some of the other brands like Vodafone, Tata Capital, Realtycompass, YouTube, Myntra, Asus Mobile, Delmonte Foods, UB Group, SBI, and ICICI Bank will also be promoting themselves at the Kumbh Mela. Signpost India has got the mandate for the exclusive branding and advertising rights for the event.
In terms of the money as well the sponsorships, FMCG category yet again dominates the Kumbh, followed by BFSI and Hindi GEC categories. Kumbh Mela is a mega event held every 3 years, at 4 different locations on rotation. Most will be eyeing for attracting the interest of their audience this year billboards, LED Screens, Arch Gates, Pillar Branding, Balloons, E-Rickshaws, T-Shirts/Caps, and various customized branding opportunities.