The Kumbh Mela is considered as the largest gathering in the whole world. Having so much potential for the brands, the occasion comes with crazy marketing stunts from brands as they know the value of Kumbh in building loyalty among customers.
With the advancement of technology and internet, brands have also become smart and opt for creative marketing strategies rather than the old fashioned ones. This year saw so many good initiatives from brands that made us believe that brands are very aware of the importance of offline marketing. Have a look at what brands did at Prayagraj.
1. Hindustan Unilever
HUL launched Swachhata Ki Sawari campaign to fight with the problems caused by plastic bags used in Kumbh Mela. Directly or indirectly, plastic ends up in polluting the valuable rivers. To solve this, HUL attached two nets to the sides of 100 boats, being used to ferry passengers to and from the Sangam. The nets collected garbage of the rivers during the journey while a team of cleaners removed the garbage from the nets.
Airtel offered a digital Kumbh Mela 2019 experience to customers by streaming Snans and Aartis on the Airtel TV app via a dedicated channel.
Eveready supplied high quality LED streetlights to keep the area safe for the general public.
4. Kansai Nerolac Paints
Nerolac Paints has colored Indira Bhavan with Kumbh’s theme. Inspired by the social aspect of the Kumbh Mela, the paint design expresses elements of life, spirituality and legacy of Kumbh Mela.
With #GoSafeOutside campaign, Hamam in partnership with Ogilvy created waterproof sarees for women. This was a delight for women devotees and a perfect way to give a respectful gesture to the women.
Marico decided to help the society by announcing Achayi Ki Dubki campaign to donate Re. 1 towards the cause of children’s education with every holy dip that devotees took in the Ganga.
Safe water is something that everyone needs to lead a healthy life and LG installed water purifiers to help visitors with safe and easy access to clean drinking water.
Godrej made sure that they help the visitors with multiple campaigns including the one in which the company installed Goodknight Power Chip in the rooms where people stay during the mela.
9. Dettol and Harpic
Dettol made ‘Hand Mascots’ who showcased hands coming in contact with germs and educate people on the need of hand washing and its practice. The mascot shared Dettol soaps to encourage personal hygiene.
To promote hygiene, Harpic launched ‘Hoga Toilet Vidhi Ka Gyaan, Toh Badhega Kumbh ka Maan’. which motivated visitors to throw water after they used a toilet.
With ‘Swasthya Chetna Thalis’, Lifebuoy encouraged people to wash their hands before meals by writing “Kripaya Pehle Sabun se Haath Dhoyein” on thalis that were used to serve food.