Emami takes Kesh King to the holy land of Kumbh
By Dipanjan Mukherjee - May 23, 2016
Kesh King brand has been very active in fostering and strengthening its connect with that consumer profile which is beyond the reach of other media through platforms like traditional and rural fairs & festivals.
Apart from using popular communication tools like print, television and outdoors and new media like digital, Kesh King brand has been very active in fostering and strengthening its connect with that consumer profile which is beyond the reach of other media through platforms like traditional and rural fairs & festivals. Last year, Emami engaged in significant brand promotion at Nasik Kumbh Mela also.
Speaking about the brand's activation strategy at the Ujjain Kumbh Mela, Priti Sureka, Director, Emami Limited, said, "For a consumer brand like ours, nothing can be a better platform than Kumbh Mela since it is one of the huge human congregations in the world where a brand can have targeted communication with a captive audience who are not so well acquainted with other forms of media. For example, Kesh King has put up changing rooms at Ujjain Kumbh. This is a place where a consumer is all alone without any distraction and thus it gives a brand a great opportunity to converse directly with its TG. Moreover, traditional value systems form a crucial part of our TG's ethos, and an event like the Kumbh gives us an opportunity to underline Kesh King's platform of providing the best products from the time tested tradition of Ayurveda, with the consumers on a real time basis.â€