Lighting the paths of Ayodhya with brands: How the Ram temple inauguration entices marketeers

Ahead of Ram Mandir’s consecration in Ayodhya on January 22, various brands, mainly in the FMCG domain, have queued up to capitalise on the momentous occasion and have therefore leveraged their marketing acumen to strategise how they can gain the attention of their respective target audiences therein by not just traditional mediums but also outdoor activations to create a lasting impact.

While it is no news that brands flock on to every possible moment marketing trend these days, what is interesting to see is how the inauguration of the temple in a tier II city like Ayodhya has enticed brands to draft creative campaigns and use the various media properties therein to such an extent that today, most of the city’s ad inventory stands exhausted.

Adani Wilmar, a FMCG firm in India, in keeping with its sentiment of ‘Ghar ka khana, ghar ka khana hota hai,’ has planned to distribute jalebis in the shape of its logo. The brand has also planned a mega bhog, a feast consisting of food made with the brand’s products.

Vineeth Vishwambharan

Vineeth Vishwambharan, Associate VP, Marketing and Sales, Adani Wilmar, said, “The Ram Mandir consecration celebrations in Ayodhya hold immense significance to those who will gather at Ayodhya from across the globe and Fortune is excited to be a part of these celebrations.”

Striding in to match the aesthetics of the divine day, Mangaldeep, ITC’s Agarbatti brand, has joined hands with the Shri Ram Janmbhoomi Teerth Kshetra to install a unique "Khushboo Path" within the Temple premises. This corridor, adorned with 5-foot-tall agarbattis, has been crafted to diffuse the incense stick’s fragrance throughout the temple. The brand also initiated the "Mangal Aarambh" campaign to train the priests, shopkeepers, and hotel owners in welcoming devotees.

As Ayodhya draws a large number of devotees, seizing the opportunity, Greenpanel, a manufacturer of MDF, strategically utilized the crowd. They implemented an outdoor marketing campaign featuring billboards along the routes from Lucknow to Ayodhya, Basti to Ayodhya, and Gorakhpur to Ayodhya.

Revisiting the tradition of lighting the path for Shri Ram, Lord’s Marks Industries has bagged the contract to set up LED-based smart solar street lighting systems at Ayodhya in Uttar Pradesh ahead of the temple inauguration.

Sachidanand Upadhyay

The Ayodhya project is a part of a series of contracts under ‘Ayodhya Solar City Program.’ Rolling out the exercise by lighting up Ayodhya truly marks an auspicious beginning, said Sachidanand Upadhyay, the brand’s director.

Pakka, an Ayodhya based manufacturer of compostable packaging solutions will be providing compostable tableware for the inauguration event. The manufacturer’s flagship brand, Chuk plans to provide up to 10 lakh pieces of compostable tableware to ensure that the event is supported by eco-friendly practices.

Jagdip Heera, Head of Business, Pakka, commented that by emphasising environmental responsibility, reverence for nature, and the preservation of our sacred surroundings, the brand aims to contribute to a greener Ayodhya.

Talking about experiential marketing, Coca-Cola will be seen in a regional colour theme in a Hindi brand activation, putting up reverse vending machines and changing its red colour branding with brown to go along with the temple’s theme.

Another brand which is trying to make its mark in the Cola segment is Reliance Consumer Products’ Campa which has started extensive sampling and branding along with the company’s other brands such as Alan’s Bugles snack and Independence water.

At the same time, Dabur will be collaborating with dhabas on the Lucknow, Gorakhpur and Varanasi highways connecting to Ayodhya with props of Hajmola and Real along with various sampling activities.

Rajeev Dubey

Rajeev Dubey, Head of Media, Dabur, said, “We are also creating special experience zones in the city where visitors and pilgrims arriving in Ayodhya can touch, feel, and experience our range of products like Dabur Amla hair oil, and Dabur Vedic Tea.”

If you think Ayodhya is the only hub where the brands have splurged themselves on, you would be mistaken. Mayank Shah, VP, Parle Products stated that a temple town strategy has emerged since the inauguration of the Kashi Vishwanath corridor.

Mayank Shah

“We are seeing a huge number of pilgrims and tourists coming into Kashi and Ujjain and it would be no different for probably places like Ayodhya, Jagannath Puri and Mathura. Being present in these locations means reaching an audience likely eight to ten times the population of those cities, considering the constant flow of people arriving and departing daily," he explained

He also emphasised that the incoming crowd is not limited to just one region; it represents people from across the country and that is a huge opportunity for brands to reach their audience. From static sites, LED screens, digital ads to local monument branding, Parle has done it all.

With the Ram Mandir inauguration fast approaching, it is interesting to see how brands have leaped onto the bandwagon of marketing in the streets of Ayodhya with their creative approaches, promising an innovative future for advertising and similar endeavors.

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