Skip to main content

Innovative Marketing-Kumbh Mela

The World’s Biggest Religious Festival at Allahabad in India. The Kumbh Mela, believed to be the largest religious gathering on earth is held every 12 years on the banks of the ‘Sangam’- the confluence of the holy rivers Ganga, Yamuna and the mythical Saraswati. The Mela alternates between Nasik, Allahabad, Ujjain and Haridwar every three years.

Estimated Pilgrims during Kumbh 2013
S. NO.
Bathing  Days
Kumbh 2001
Kumbh 2013
DatesEstimated   VisitorsDatesProjected Visitors
Makar Sankranti14.1.2001100 Lac14.1.2013110 Lac
Paush Purnima09.1.200150 Lac27.1.201355 Lac
Mauni Amawasya24.1.2001276 Lac10.2.2013305 Lac
Vasant Panchami29.1.2001175 Lac15.2.2013193 Lac
Maghi Purnima08.2.2001150 Lac25.2.2013165 Lac
Maha Shivratri21.2.200150 Lac10.3.201355 Lac
By seeing the projected visitors of 2013 we can say companies have best opportunity to sell and promote their product to large people and 52 companies have grab the opportunity for brand promotion at kumbh mela 2013 with innovative marketing strategy.
Now let us see how different companies have adopted innovative marketing strategy.
1. Lifebuoy

Lifebuoy has tied up with more than 100 local dhabas and restaurants. For every order, the first chapatti served carries the branded message and makes an instant connection. It has also placed the soap in the wash rooms of all these eateries. It delivers a message through chapatti and creates awareness as well as strong positioning in consumers mind.
2. Airtel 

Airtel is giving special tariff plan which include features such as live audio coverage of kumbh, live discourses from akharas and helps pilgrimage to take a dip at the Sangam during the mela.
3. Coca-cola

Coca-cola offering fountain coke at Rs 5.and also it has setup wifi service at 12 stalls where people can download free coke studio music and other  new ad jingles.
4. Horlicks
GlaxoSmithKline Consumer Healthcare has a basketball ring at its stall for people to shoot hoops and win free biscuits with their cups of Horlicks.
5. Vodafone
Vodafone has set up cinema like stalls—Vodafone ki Dhoom— where it’s showing mythological videos on history of the Kumbh and Samudra Manthan to piligrimage and has weaved info about two value-added services into the show. It is also distributing earmuffs with built-in speakers preloaded with devotional tunes for free.

6.Tata swach
Tata Swach has stationed 300 water purifiers spread over 28 booths. The brand estimates that over one million litres of water will be consumed by the pilgrims at the mela.

7. Revital: Health Supplement Brand from Ranbaxy

Revital have distributed free Hanuman Chalisa  over 50,000 and Branding on Local city buses, sponsoring local boats and advertising at changing room installations at Kumbh mela.

Kumbh mela gives a big opportunity for marketers to promote their brand. It will help the companies to create strong positioning in consumers mind about their products and services. This shows to consumers that how companies really care for their need and demands. It’s a type of CSR activity for companies.


Popular posts from this blog

Overview of Social Media Marketing

Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions.

Use social media marketing to listen, analyze, publish, and engage across networks. Align your marketing, customer service, and sales efforts on social — strengthening customer relationships.

Listen and analyze. Hear conversations from over 650 million different sources with social listening tools. Discover what consumers are saying about your brand, your products, and your competitors. Discover trending topics and influential conversations — then use that information to inform your marketing decisions.
Plan and publish. Plan, execute, and track social media marketing campaigns. Customize and craft your content from multiple sources, while protecting your brand with configurable approval rules and a full audit trail. Manage social strategy, tailor campaigns, and drive social awareness…

Why Digital Marketing and Web 2.0 Important To Business?


Digital marketing technology helps you understand and reach your audience most effectively so you can generate the most revenue.  For advertising campaigns, ad serving technology makes it possible to serve the right ad at the right time to right person.  That means your advertising is being as productive as possible. When technology is working for you, you’ll understand your audience at a whole new level, and it will show up on your bottom-line.

NEED FOR THE STUDY The pace of change in today’s business environment is faster than ever. New markets, technologies, and opportunities are arising on a daily basis. Current ways of doing business need to be adapted or they will become outdated. Organizations and enterprises have to become agents of evolution to be successful; as victims of evolution they risk failure. With so many dynamics operating in the global economy, Digital Marketing is now more than ever an effective tool to make a company stand out from the pack.

The pe…

Rural and Urban Marketing Linkage

Some general principles need to be clarified to provide a basis for understanding food-marketing systems within a development context. In order to make any effective interventions in a marketing system it is necessary to define the types of marketing channels, their linkages and functions.
The term “market linkages” is often referred to in the literature on rural development. what precisely does it mean? The term linkage obviously implies a physical connection between the producer and the ultimate consumer. Linkages also involve financial transactions - the selling and buying of goods - and can be broadly defined in four different ways:
by the form of financial transactions or type of intermediaries who undertake the transactions;by the channels through which transactions occur and the type of facilities used for transactions;by how they are linked together by transport and communications networks;by the spatial distribution of transactions - where they occur and whethe…