Brands cash in on Kumbh Mela's popularity to reach out to consumers

Advertising in Kumbh Mela is a golden opportunity for brands to reach out to the masses and increase awareness about their products. Well-known brands such as Colgate, Marico, Vodafone and KEI have launched new campaigns at the holy event in Allahabad’s Prayagraj.

Colgate:

Colgate-Palmolive India Ltd. has launched the ‘Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha’ campaign at the event to create awareness about oral hygiene and ensure a safe visit for all pilgrims. The localised campaign is custom-made to provide ease to pilgrims through a range of Kumbh-specific activities and utility elements such as:

• Brushing stations for pilgrims.
• Oral care drives to spread awareness about good oral hygiene.
• Free, large-scale sampling of Colgate Vedshakti for millions of people at Kumbh and Suraksha Wristbands for children to wear emergency contact details. Sampoorna Suraksha ropes are given to big groups and families to hold on to and walk together without getting lost in the crowd.

KEI Industries Ltd.:

In line with successfully catalysing the journey of the first-ever digital Mahakumbh, cable and house wire manufacturer KEI Industries Ltd. has installed 10 digital kiosks to provide information to visitors on-the-go.

The kiosks contain important information such as Kumbh Mela Map, Aarti Sangrah, Train Timings, and Prayagraj’s tourist locations, which are displayed on a digital monitor and also shown on phone screens when the device is connected to the charging socket at the kiosk.

To amp up security measures and avoid trivial accidents, 1000 life-jackets have been distributed to the crowd. The jackets were handed over by the company’s official to the local police of Prayagraj and Prayagraj Navik Sangh for people who don’t know how to swim. 100 barricades have also been provided to the police to help manage the crowd and traffic smoothly.

Marico:

Marico, an FMCG major, is vying for attention with the following initiatives:

The Nihar Shanti Amla hair oil, with the campaign ‘Achayi Ki Dubki’, is giving visitors an opportunity to become agents of change. For every holy dip devotees take in the Ganga, they can donate Re 1 towards the cause of children’s education. For every rupee donated, one block on a LED Screen installed near the banks will change. With every daily donation target achieved, the installation will showcase an image of a child receiving education. The initiative is carried out in partnership with Educate Girls, an NGO that reenrols and retains girls in schools.

Mediker:

Mediker is creating awareness about lice infestation and reinforcing the brand proposition among parents as the most effective solution for lice. The brand, which aims for a ‘lice-free Kumbh’, is distributing towels as a reminder to consumers after their holy dip to convey that ‘lice is just a head away from you’ and Mediker is the solution.

The brand tied up with 100 lodges near the venue to place Mediker shampoo in washrooms and reinforce the brand proposition. A life-size walking inflatable Lice character called ‘Ju Raja’ speaks to children and their parents about hygiene and how to get rid of lice.

Vodafone:

Vodafone is marking its presence by launching its Milaap service. The service is meant for all age groups and helps families to stay in constant contact during the fair. Through this service, Vodafone provides radio-frequency identification (RFID) tags to children and senior citizens along with details of their parents or guardians. These RFID tags, enabled with a simple identification process, will allow local authorities and police to take any child or senior citizen found unaccompanied or under a panic situation to visit the nearest Vodafone Milaap’s Khoya-Paya booth. On flashing these RFID tags on the reader, the concerned parent’s contact details will be accessed. The family member will then receive the details of the Khoya-Paya booth from where they can reunite with the lost member.

LG:

The brand has installed LG water purifiers to provide clean drinking water to the millions of pilgrims. The initiative is helping the crowd to get easy access to safe drinking water, and is specially benefiting those who cannot afford to buy bottled water. The brand has set up washing machines near the bathing area where pilgrims can easily wash and dry their clothes.

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