Brands Leverage The Power of Experiential at Kumbh 2019
The 55 day long mela has attracted over 100 brands across domains like FMCG, Airlines and Mobile Handset makers etc.
With over 12 crore people participating in Kumbh Mela this year, not only is it one of the biggest spiritual gatherings on the planet, but also a place where marketers see a big opportunity to find a deeper connect with consumers.
The 55 day long mela has attracted over 100 brands across domains like FMCG, Airlines and Mobile Handset makers etc., which are using innovative ways to reach out to this massive audience.
From Billboards to Activations
The congregation at Kumbh is an ideal ground for experiential marketing to come alive. So brands are using this for a personalised and direct connect. For example Colgate is distributing around three crore Vedshakti toothpastes at the mela while Dabur has set up oral booths at various places with Dabur Red paste dispensers to spread the message: “Kumbh me Snan se pehle, Dabur Red Dant Snan”.
For any congregation of the size of Kumbh, crowd control and safety, especially women safety, are some of biggest concerns. In order to address these issues, Ceat tyres has introduced a Safety Banner which acts as a one-stop solution to all these problems. Ceat also launched its digital campaign that communicates the problems faced at the Kumbh with an emotional touch and Ceat’s solution for these problems- The Safety Banner.
Too Yumm created a Guinness World Record of making the world’s largest diya oil lamp depicting a ‘Wish for good health’ at this year’s Kumbh Mela. The diya will be on display for two weeks for the devotees to witness it. The lamp carried 868.83 litres of oil and was inaugurated and lit by actor Sonu Sood.
To encourage and incentivise waste disposal, Brooke Bond has set up tea vending machines across the Kumbh Mela to encourage people to dispose off waste safely. The innovative devices double up as dustbins and have a built-in sensor. Every time a pilgrim disposes garbage, the sensor gets activated and releases a warm, delicious cup of tea from the tea vending slot.
Reliance Jio has a special Kumbh functionality on the phone that offers virtual tours and festival-related information as well as telecast of special events via Jio TV.
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