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Brands continue to take the plunge at Kumbh

Companies are trying various innovative marketing approaches to reach out to their customers at the holy mela, which has always been the Super Bowl for Indian marketing professionals

As devotees take the holy dip in the Ganga at Prayagraj, marketers are also taking the plunge by chasing branding nirvana and seeding new products — directly interacting with more than 10 lakh people through their innovative campaigns.

Brands such as Syska and Nerolac have initiated beautification campaigns at the Kumbh Mela’s surroundings while HUL’s Lifebuoy and Ceat are focusing their campaigns on hygiene and safety.

Lifebuoy’s Swasthya Sehbhagi’ (Hygiene Partner) initiative

Hindustan Unilever's (HUL) Lifebuoy, in an effort to encourage people to wash their hands before meals, is using the plates in which food is served to trigger the practice. Called the 'Swasthya Chetna Thalis', the stainless steel plates come etched with the message "Kripaya Pehle Sabun se Haath Dhoyein" (please wash your hands before eating); a very clear call to action.

Devotees at Kumbh use Lifebuoy EVM look-alike handwash dispensers after choosing the safety message to wash hands prior to their meals
Lifebuoy Stamp on hand that people wash off with water after using the toilet. The stamp lathers into soap and helps provide superior germ protection
Lifebuoy Swasthya Chetna Thali serves as a reminder for people to wash their hands right before they consume their meal

Kansai Nerolac Paints ‘Pavitrata ka Shankhnaad’ activation

Kansai Nerolac Paints Ltd. (KNPL) has beautified Indira Bhavan in sync with the theme of Kumbh 2019. The art depiction on Indira Bhavan, located at Civil Lines in Prayagraj, commemorates saints, sadhus and pilgrims from all walks of life on the auspicious occasion of Maha Kumbh. The art installations at the 10-storeyed the bhavan depict the art and culture of Prayagraj.

Apart from painting the 30,000 sq. ft area of the building, Kansai Nerolac has actively participated with Delhi Street Art in beautifying the town of Prayagraj, by painting 10,000 sq. ft of the city walls. Nerolac, along with extensive support from its paint trade dealer network, will act as distribution centres, and make over 3 lakh customised cans available for the devotees to carry the holy water from the Ganga home. To retain the purity of the canned liquid, they will include a shankha made of alum to champion the cause of purifying the holy Ganga.

The Campaign Video:

Ceat’s Safety Banner

Ceat, a tyre manufacturer, identified three biggest challenges at the Kumbh — injuries, crowd control and women’s safety. Ceat introduced a safety banner that acts as a one-stop solution to all these problems. Ceat also launched its digital campaign that communicates the problems faced at the Kumbh with an emotional touch and Ceat’s solution for these problems, ‘The Safety Banner’.

The safety banner is an easy-to-use multipurpose safety device which seamlessly transforms into a stretcher to carry the injured, a barricade for crowd control and a changing room.

The Video:

Syska LED illuminates Indira Bhavan

Syska Group has illuminated Indira Bhavan. The company has lit up the heritage building that serves as a government business centre through its products with an aim to make it alluring, and attract tourists, including high-end retailers and shoppers.

Indira Bhavan Syska LED lights

Too Yumm’s world’s largest diya

On February 26, Too Yumm created a Guinness World Record of making the world’s largest diya/ oil lamp depicting a ‘Wish for good health’ at this year’s Kumbh Mela. The diya will be on display for two weeks for the devotees to witness it. The lamp carried 868.83 litres of oil and was inaugurated and lit by actor Sonu Sood.

Too Yumm diya

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