Brands Gear Up for Kumbh Festival Despite Demand Slump: Insights and Strategies from Times of India

MUMBAI: With the Maha Kumbh mela approaching in Prayagraj, brands are ramping up their marketing efforts. This massive religious event, expected to attract around 40 crore visitors, is a golden opportunity for businesses looking to connect with consumers.

During a time when many shoppers are being more cautious with their spending, brands from various sectors, including FMCG companies, banks, and startups, are eager to showcase their products. Experts predict that companies will spend about Rs 3,600 crore on advertising for this event, with a significant portion directed towards outdoor promotions.

According to business strategist Sandeep Goyal, events like Maha Kumbh allow brands to maximize their visibility through “moment marketing.” This is the perfect platform for companies to introduce new products and gather consumer feedback, which is crucial for planning future strategies.

FMCG giants such as Dabur, Reliance Consumer Products, and Coca-Cola are betting big on this event. Many are setting up eye-catching displays and product booths. For instance, Dabur has partnered with roadside eateries to promote its digestive products like Hajmola. They are also creating special facilities at the ghats, including changing rooms and baby care rooms, all branded with their products.

Mohit Malhotra, CEO of Dabur India, highlights that creativity is key in such a crowded market. Making a memorable impression can boost sales in the long run.

Reliance Consumer Products is focusing on its beverage brand, Campa. They’ve created a “Campa Ashram” as a resting area for pilgrims. Additionally, ITC will serve local foods paired with its Bingo! snacks, while Coca-Cola is offering immersive experiences by combining its beverages with local flavors.

PepsiCo is also on the scene, promoting its energy drink, Sting. They’ve set up mobile charging towers for devotees and have branded local transportation. Brands are eager to be where the people are, and events like Kumbh provide a perfect opportunity for engagement.

Bank of Baroda is making its presence known by marketing its new UPI payment app, Bob Epay, at the event. Overall, brands are keen to grab attention in this bustling environment, using innovative strategies to connect with potential customers.