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The Maha Kumbh Mela 2021, Haridwar is the world’s largest congregation of humankind. The ‘4 Shahi Snans’, ‘Peshwai’ and the Aarti at the Ganga are attracting millions of devotees from all over the globe. On March 11, the Shivratri day, more than 1 crore people came for the first ‘Shahi Snan.’ But, the Mela has a lot more for the marketers.
There will be more crowd coming in from April 1st (till month end), when the crucial phase of Mela will begin. The second and the third ‘Shahi Snans’ fall in close proximity on Apri 12 (Somvati Amavasya) and April 14 (Baisakhi), which will attract a crowd gathering of more than 10 crore. The brands can support the Uttarakhand government to manage the congregation by creating branded facilities and amenities that also serves the need of a pilgrim or a visitor. In this way, brands can emotionally connect with their target audience. Moreover, digitization allows brands the opportunity to amplify their Below the Line (BTL) on-ground activation, which further enhances their emotional TG connectedness. Research has shown that the memory recall of the brand is humungous if it has served the need of a pilgrim or a consumer.
Brands could help the government in setting up facilities such as makeshift changing rooms, refreshment zones, rest rooms, wash rooms, branded car parkings, hand wash sites, lost and found centres, police help centers etc. The campaigns can be carried out maintaining strict social distancing. Brands can educate the rural audience on concepts such as financial inclusion, mobile wallets and mobile banking, and create opportunities for display vehicle branding, demo display zones for generating enquiries etc.
The fourth Shahi Snan is on April 27 (Chaitra Poornima). For companies in FMCG, consumer durables, insurance, fintech, cement and steel, rural markets continue to grow at a much faster pace than urban. It will be a golden opportunity for the brands to increase their awareness and engage with their target group. This is the time when families from all over the country come to Mela and stay for a few days.
The State government has been fully encouraging the Mela with infrastructure development like never before. The modernization, sanitation, garbage management, road and water development has been fabulous, giving a permanent mark to the region. New five star hotels have been built up near the vicinity of the Kumbh Mela.
Disclaimer: The views expressed in the article above are those of the authors’ and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.
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