BTL and Experiential Marketing agency ‘The Reach’ has been assigned with the task of creating various public facilities during Kumbh 2019 in Prayagraj (Allahabad) from January 15 to March 4.
The Reach, the BTL & Experiential Marketing Agency in India, has been mandated to create following public utilities by Kumbh Authorities
- 1000 changing rooms at the ghats
- 300 hand washing zones
- 300 water ATMs
- 100 mobile traffic barriers
- 50 first aid cum medical zone
Kumbh 2019 is expected to witness a footfall of 120 million to 140 million devotees.
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Omprakash Tiwari
Omprakash Tiwari, Managing Director, The Reach, said, “Kumbh Mela is the largest congregation from all walks of life across the country and abroad. It is the best and the fastest medium for a brand to find connects with millions of its TG in one shot.”
About The Reach network, he added, “With a tie-up of more than 6 lakh promoters across the country, The Reach has the largest feet on street for any kind of BTL activity. These promoters comprise Hyperlocal volunteer as well as non-volunteers like Asha, Anganwadi, Shiksha Mitra’s and AOL.”
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Tauquir Zaidi
Tauquir Zaidi, Chief Advisor and Consultant, The Reach believes this to be just the beginning. He said, “The Reach has been continuously expanding its network since its inception three years ago. Apart from ground activation, the team is working on various projects related to impact assessments, urban and rural surveys, data collection and product sampling.”
Kumbh Mela is included in the ‘Intangible cultural Heritage of Humanity’ list by UNESCO. Vijay Kiran Anand (IAS) Prayagraj Mela-Adhikari (Kumbh Mela), said, “The authority intends to provide essential services and smooth experience to pilgrims. For this they were looking to partner with like-minded agencies, which can fulfil the requirement of this grand pilgrimage.”
He added, “We all are bound by one vision; of achieving the vision of Divya Kumbh and Bhavya Kumbh 2019.”
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