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How brands are wooing the customers in Kumbh Mela 2019

How brands are wooing the customers in Kumbh Mela 2019

Kumbh Mela 2019has turned out to be a great platform for brands who are wooing the customers with their offerings.

Kumbh Mela is one of those religious congregations that is attended by millions of people. India is home to different religions and Hinduism is the biggest of them all. There are different festivals under Hinduism and Kumbh Mela is the largest congregations of them all. Kumbh Mela 2019 is no different than the others. Big brands understand this and consider this festival a great opportunity to advertise themselves. This festival gets crores of footfall and it becomes easier to market when a huge population is present under one roof. Some of the great examples are given below - 

Telecommunication brands

Telcos war is not a new thing to write about. Since Reliance Jio came up with the ridiculously cheap plans in 2017, the prices of calls and Internet has decreased a lot. The impact of Jio was such, that, competitors such as Vodafone, Airtel and BSNL lowered their prices and are matching the prices with that of Jio. Telcos are running special two months offer for Kumbh Mela 2019. 

Reliance Jio is offering real-time info on trains and buses along with emergency helpline number and yatri ashray at different railway stations. If you have a 4g Smartphone, you can enjoy these features. Airtel Tv app has the exclusive rights to stream Kumbh Mela proceedings. They also have VR experience for devotees to visitors coming to partnered stalls. Vodafone has its own preparation for Kumbh Mela 2019. They are providing Vodafone RFID tag to senior citizens and children under the age of 14 years in case they get lost or separated from their group. 

Hindustan Unilever Limited (HUL)

One of the biggest consumer goods company in India, HUL, came up with its own idea for promoting them in Kumbh Mela 2019. They launched a new campaign #GoSafeOutside in which they have come up with waterproof Sarees for women devotees who will take a dip at the Holy Sangam. This campaign was carried out so that women don’t have to worry about prying eyes and cameras. The whole aim of the campaign was to make women comfortable as they wear Sarees. It was a challenging campaign as the prints of the Saree was done twice, on the back as well as the front. The cloth was manufactured with the help of a polyester weave.


Colgate Palmolive India launched ‘Kumbh se Sampoorna Shuddhi, Colgate Vedshakti se Sampoorna Suraskha’ campaign at the Kumbh Mela 2019. The aim of this campaign was to create awareness about oral hygiene and ensure a safe visit for all pilgrims. They also have hoardings set at all over the consumer touchpoints at Prayagraj. Children are also given Suraksha Wristbands to wear emergency contact details. Additionally, ‘Sampoorna Suraksha Ropes’ is provided to big families to hold on to, to ensure that they walk together without getting lost in the crowd.

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