With 400 million people in attendance, and manifold eyeballs on it, the Maha Kumbh is gargantuan not only in human presence, but in business opportunity as well. The figure is Rs 2 lakh crore to be precise, put forth by Uttar Pradesh chief minister Yogi Adityanath on Wednesday.
This makes the event a pitching ground no brand wants to miss. So, devotees will find changing rooms for women by Dabur Amla and Vatika at the ghats, and special baby care rooms being set up by Dabur Lal Tail. ITC’s brand Bingo! will be making reels on local songs, and Kuku FM, an audio storytelling platform, will use the event to launch its OTT app ‘Bhakti’, with a 360-degree campaign with tent branding, kiosks and contests.
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Reports estimate Rs 3,000 crore is set to be spent by India Inc during the religious mela. Industry reports say for tier-1 brand activation, companies have to shell out Rs 5 lakh. Hoardings or flex boards throughout the duration of the festival can cost Rs 10 lakh, while 10-second ads on LED screens can cost Rs 5 lakh. For ‘significant visibility’ during the 45-day-long ‘mela’, brands will have to spend anywhere between Rs 50 lakh and Rs 1 crore.
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As even Vivek Chaturvedi, additional district magistrate of Maha Kumbh, told FE, “A huge influx of crowd and devotees from all around the globe makes the Maha Kumbh a huge potential area for branding.”
The UP government itself is spending Rs 5,000 crore on the event.
Sharing details with FE, Mohit Malhotra, CEO of Dabur India, said, “We are setting up exclusive Dabur Dant Snan Zones inside the ‘mela’ premises with unique automated toothpaste dispensers. The company has also planned a life-size Amrit Kalash installation with Dabur Honey, with a virtual storytelling feature about Samudra Manthan and the significance of Kumbh.
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