‘Congregations like Mini Kumbh Mela give FMCG brands highest ROI with OOH’
Rajesh Radhakrishnan, CMO & Founder-Director, Vritti Solutions, shares insights on the OOH brand activations for Allahabad’s Magh Mela 2020 and the impact brands will garner from the congregation
Vritti Solutions, which specialises in rural marketing, experiential marketing, OOH and rural advertising, has this year participated in brand activations for corporate clients during the ongoing Magh Mela in Allahabad.
The Magh Mela, or Mini Kumbh Mela, takes place every year on the banks of Triveni Sangam in Prayag near Allahabad. The festival will take place in January and February. The footfall for the festival of Allahabad’s Magh Mela 2020 festival is expected to be Rs 90 lakh to Rs 1.5 crore. This festival is a good leverage point for rural brands to reach out on-ground to the consumers.
The Mela witnesses more than two million footfalls with more than 65% being from rural areas. This makes it a good opportunity for FMCG brands to derive maximum mileage by participating in the event.
Talking about the OOH brand activations that Vritti iMedia is conceptualising for this year’s Magh Mela, Rajesh Radhakrishnan, CMO & Founder-Director, Vritti Solutions Ltd said: “Some of the OOH brand activation opportunities we see in this year’s Mela include setting up of branded makeshift changing rooms, restrooms, washrooms, branded makeshift lost and found centers, Dhaba branding through unique cut-outs, branded stall activation, branded inflatables, look walker’s, refreshment zones branded Thales makeshift information boards, branded police help centers, police barricades.”
Vritti is working with brands like Mahindra Tractors, Dabur, Emami, JK Cement, SBI and Mahindra Finance for this Mela.
Sharing the solutions the agency is going to bring to the table, Radhakrishnan says, “We make gigantic brand cut-outs that can be used as a Milestone or Landmark. For example, we have proposed to make a 15 feet bottle of Dabur Chyawanprash, which will be seen by people from kilometers away, and can be used as a landmark as also build an emotional connect with the brand. We can make unique and creative cut-outs using inflatables.”
“The ROI from such activations lies in brand awareness and brand connectivity as two million people from multiple states assemble at strategic locations, where we have OOH activations. The Magh Mela is the best opportunity for FMCG brands to tap a humungous audience from multiple North Indian states in one straight go.”
He further said: “The corporates get strategic locations and access points at the Ghats where their brands could be prominently displayed. OOH, be it the changing room, restroom or washroom, has been designed to serve the public. We have studied that brand recall becomes highly effective when it helps you serve your needs. The brand will become relevant for him. When he goes back he will remember the brand as the one that served him when he needed the most. That is the most effective ROI for a brand. And in the process, the corporate gets the highest brand recall. The cost-effectiveness of congregations like the Magh Mela gives an FMCG brand the highest ROI.”
In 2020, Vritti Mindwave Media plans to have OOH activation at 75 different rural and semi-urban melas across the country touching states such as Uttar Pradesh, Rajasthan, Punjab, Maharashtra, Karnataka, Orissa, Madhya Pradesh, Bihar, Uttarakhand and Chhattisgarh with total footfalls of more than 8 crores.
The various branding options for OOH campaigns at the festival are as follows:
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