Brands Capitalize on Maha Kumbh Mela Amid Economic Slowdown

As the Maha Kumbh Mela at Prayagraj attracts millions, brands are seizing the opportunity to market their products to a vast audience. With an estimated 40 crore visitors, companies from FMCG giants to startups are investing heavily in advertising and promotional activities to stand out in a crowded marketplace.

Harish Bijoor, a business and brand strategy specialist, estimates that brands will spend about Rs 3,600 crore on advertising and marketing around the event, with a significant portion allocated to outdoor advertising. This massive gathering offers a unique platform for brands to engage directly with consumers, test new products, and gather valuable feedback.

Innovative Marketing Strategies at Play

From Dabur's digestive brands to Reliance Consumer Products' Campa, companies are employing creative strategies to capture consumer attention. Dabur has set up branded changing rooms and baby care rooms, while Reliance has created a resting zone for pilgrims, branded as Campa Ashram. ITC and Coca-Cola are focusing on local flavors and regional foods to connect with the audience on a cultural level.

PepsiCo's energy drink Sting is providing mobile charging towers for devotees, and Bank of Baroda is marketing its new UPI payment app, Bob Epay. These initiatives highlight the diverse approaches brands are taking to leverage the Kumbh Mela's massive reach.

A Testing Ground for New Products

The Maha Kumbh Mela serves as an unparalleled testing ground for brands to introduce new products and gauge consumer reactions. Sandeep Goyal, chairman at Rediffusion, emphasizes the importance of such events for test marketing, allowing brands to refine their strategies before wider market launches.

As brands vie for consumer attention, the Maha Kumbh Mela stands as a testament to the enduring power of large-scale events in shaping marketing strategies and consumer preferences.