The initiative, supported by Google, aims to become the largest festive season destination on the internet
BestMediaInfo Bureau | Mumbai | September 26, 2014
GroupM has announced its plans to launch an online platform called ‘Grand Diwali Mela’, which will be India’s largest festive season online destination. This initiative, supported by Google, will allow consumers to take the neighbourhood mela experience to their favourite screens – across mobile, tablets and desktops. ‘Grand Diwali Mela’ will go live on October 1 and continue till the festive days of Diwali.
The initiative will bring together two of the biggest activities Indians like to indulge in during any festive season – shopping and entertainment. Shopping is an integral part of our Diwali celebrations when the whole family spends on an array of product categories. Diwali is also a time of celebration with family and friends, where music, movies and games are part of every get-together. All these offline experiences will be available to online users at the ‘Grand Diwali Mela’.
CVL Srinivas, CEO, GroupM South Asia, said, “As more Indians go online, digital media is already an integral part of our everyday lives. We have conceptualised a virtual Diwali Mela for users in the country to experience the festive season in a specially designed online platform, where brands will showcase their latest products, run promotions and sampling, along with all the fun and entertainment elements that are part of the festive season. Leading brands are excited about the potential of this initiative, and this could possibly become the largest digital activation platform for this festive season.”
Rajan Anandan, Country Head, Google India, added, “We are delighted to be working with GroupM on this innovative platform which will be a first-of-its-kind initiative to kick off the festive season in India. Our teams are very excited about this and we are sponsoring the effort that will be accessible across all kinds of devices, including mobile phones.”