Top Story


Home >> International >> Article

FMCG companies exploiting the potential of The Kumbh Mela 2001

Font Size   16
FMCG companies exploiting the potential of The Kumbh Mela 2001

The Kumbh Mela 2001is turning out to be a maha marketing opportunity for FMCG companies. The Mela is offering a 7.5 crore consumer attraction opportunity and is being exploited to the fullest by FMCG majors like Hindustan Lever Limited (HLL), Colgate-Palmolive (India) Ltd., Coca Cola, Pepsi Co., Marico Industries, Godrej Soaps, Britannia Industries and Dabur.

It is estimated that the promotional expenditure among the FMCG majors to be in the range of Rs 5-7 crore. Be it hoardings, stalls, film sponsorships, or kundali branding, POPs, mass media, and even new product launches, band promotions are visible all over the place to woo the captive audience over the next 40 days. Soft drink major Pepsi Co, has tied up with UP tourism and the various food stalls and restaurants.

But more than just a window for sales, the Kumbh Mela is turning out to be a platform for strategy. HLL is using this opportunity to change hand-washing and bathing habits through its brand Lifebuoy in rural India. Even though Lifebuoy is not using mass media for this promotion, innovative communications tools are being used at the mela to communicate the importance of health and hygiene. The company has put up 14 stalls at various points in the mela grounds.

Colgate-Palmolive is concentrating on promoting its products, mainly through ground activities. The product includes the flagship brand, Colgate Dental Cream, Colgate Cibaca Top, ZigZag toothbrush, Colgate Super Flex, Palmolive Naturals range and Colgate Herbal. Balloon blow-ups are one popular mode, which is being used to advertise the brands.

Dabur India is actively promoting its 400-strong product portfolio at its 40ft by 15ft stall in the commercial area of the venue. To attract consumers, an Ayurvedic physician has been deputed to provide free consultation at the stall. Dabur has also employed about 30 ‘jump boys’ who will mingle along with the crowd. These boys will carry Dabur’s smaller SKUs such as Hajmola sachets or Pudinhara sachets in trays and also have an audio player, which runs jingles of various Dabur products.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking