Cashing in on the Kumbh Mela 2001, the advertising agencies are in the process of rolling out a host of rural marketing initiatives to promote their client’s brands. For instance, Linterland, the rural marketing wing of Lowe Lintas & Partners, has tied up with the Railways and Sony Entertainment to map out the marketing and advertising plans to promote their clients’ brands which include Titan’s Sonata and HLL’s Fair & Lovely among others. Linterland has initiated a co-branding exercise with the Railways for Titan’s Sonata to rename a junction at Allahabad as “NainiSonata”.
As for Linterland’s strategy, the agency has focused on novel ideas and its implication. The agency tried to create a brand experience by using hoardings, glow signs and kiosks all over the junction to display Sonata. It also painted the boats which ferry passengers to the Mela grounds with ad messages of its brands. Through its tie-up with Sony Entertainment, the agency shows mythological software, which are interspersed with commercials for its 16 clients.
Ogilvy Outreach Communication Network, the rural wing of O&M, has mapped out a different strategy which mainly focuses on ‘sampling and demonstration methods.’ The agency’s clientele for the Maha Kumbh includes Onida, Dabur, Lifebouy, A1 Tea and Parle G among other.
Coinciding with the Maha Kumbh HTA plans to extend its rural communications initiatives across the nation. Realising the huge opportunity that the Maha Kumbh offers to the domestic marketers, HTA has negotiated for the rights of many a channel with the Maha Kumbh authorities two months ago.