As the Simhastha Kumbh Mahaparv comes to close on May 21, a lot of new initiatives from brands including Idea Cellular, Tata Salt, Emami, Videocon d2h and NGO WaterAid India are underway. The event has already witnessed the presence of almost 6 crore devotees this year till now. Among the categories leading at the Kumbh are FMCG, followed by BFSI and Hindi GEC categories.
Brands have been leveraging the popularity of Simhastha Kumbh and Dabur, Airtel, Vodafone, Coca Cola, PepsiCo, Oyo Rooms, Kansai Nerolac, ICICI Bank and SBI kick-started their campaigns and innovations right at the start of Kumbh this year.
Brands flock to leverage Ujjain Kumbh Mela; FMCG & BFSI take the lead
Here is a look at some brands and their initiatives:
Idea Cellular has come up with an innovative solution to address the issue of missing people at the Kumbh. The brand is providing customised water-proof tags for visitors with their names and numbers written on them. These tags will prove to be very helpful in providing easier identification for the attending children who could possibly get separated from their families in the large crowds of the Mela. This unique service is beneficial to the attendees since they do not carry their mobile phones on their way to and from the holy dip; the information on these tags will come in handy in case of any untoward incidences. These tags have been distributed to the attendees in large numbers with state police joining the effort.
Idea has further tied-up with State and District authorities and is helping Ujjain Police by putting up traffic barricades on all major roads leading to Ujjain. These barricades have also been put on the Ghats of river Kshipra to manage the movement of vehicles and people. It has also made recharge coupons available at most retail counters, even extending its reach to many non-telecom outlets; and has also made necessary arrangements to provide congestion-free network. To provide services to pilgrims in the Mela Kshetra, Idea has installed 6 stalls in the vicinity, across major sectors.
Tata Salt has launched an interesting campaign titled ‘Shudh Bhojan ka Shudh Aarambh’.The brand has conceptualised the revival of the long lost tradition of having a pinch of salt before a meal as it is believed to be auspicious, life-giving, and life-preserving. The philosophy of this campaign is to honour this ancient belief and restore the rightful place of salt in the Indian thali because of its several health benefits. Tata Salt distributed one lakh branded thalis, designed with a special section for salt, to 15 akharas.
Food was served to thousands of Kumbh pilgrims in these specially designed plates during the auspicious bhojan. This innovation was part of a larger initiative wherein 35 tonnes of Tata Salt was distributed to the akharas to be used in preparation of the auspicious meals. The campaign was spread over a period of four weeks, with a plan to reach approximately 50 lakh pilgrims.
WaterAid India: (Loo with a View)
To give a small sense of what life is like for the 560 million people in India defecating in the open, WaterAid India along with Bhartiya Grameen Mahila Sangh (BGMS) unveiled a special toilet called ‘Loo With A View’ whose door has a one-way mirror through which the person inside can see outside but for a person outside, the door appears as a mirror and they’re unable to see in. In addition, Water Aid India has installed a bio-digester toilet technology at a community toilet complex in the Dani Gate area in Ujjain.
Kesh King brand was acquired by Emami in 2015 and ever since it has been visible across print, television, outdoor and digital. The main motive of the brand while getting associated with the Kumbh Mela was to connect with consumers who are beyond the reach of the usual mass media platforms.
To garner strategic brand visibility, brand Kesh King has put up 4 huge Arch Gates at the entrance of prominent Ghats like Ram Ghat, Malwar Bazar and few more. With their stately height, pilgrims coming to the Kumbh Ghats can see the brand’s presence from far off. Closer to the ghats, Kesh King has put up branded changing rooms where pilgrims can change before taking the holy Kumbh dip. The brand has also put up around 200 banners throughout the mela ground to garner higher visibility.
DTH service provider Videocon d2h has been airing live the ‘Shahi Snan’ or the Holy bath from May 15 till 21st from 4am to 10am.