By: Bhawana Anand
Last updated : September 26, 2018 10:00 am
Kumbh Mela is one of the most preferred occasions for various national brands to undertake for experiential branding whereby brands not only engage with the masses but accomplish their respective long-term marketing objectives
Commenting on this change in rural advertising, Rajesh Radhakrishnan Director – Marketing & Marketing, Vritti iMedia explained, “In Kumb Mela, people come with complete religious devotion and mindset. So, it is necessary to become a part of their religious trip to gain their attention. There are different needs of different kinds of people like rest zone, mobile charging booths, and etc. Also, the government looks to build various convenience service centres for their devotees, so the corporates can build their brand presence in those areas by providing different services to the devotees”.
Understanding the array of opportunities offered by such occasions, the brands have started to designate separate budgets for these melas. As Rajesh explained, “There is a lot more that brands can do than just engaging people. Such occasions provide goldmine opportunities for brands to build their recall among the target audience.”
Vritti iMedia is expecting handsome revenues from upcoming Mela, at least 20-30% more revenues compared to the previous year. “It is one most visited Kumbh Melas as Allahabad is considered one of the holiest cities and so brands are always eager to this Mela to cater to lakhs of crores of audience”, Rajesh shared.