With Mahakumbh set to generate a whopping Rs 2 lakh crore in Prayagraj, major brands flocked to the confluence of the holy rivers to set up camp. Among the ones setting up stalls were Reliance and ITC conglomerates and brands such as Dettol, Pepsi, Coca-Cola, and Dabur.
In a marriage of retail and pilgrimage, the Kumbh Mela has become a unique site where economy and religion coalesce, as top brands are expected to step up their game as the festivities gather more steam in the coming weeks.
The past six to seven months have not been great for FMCG companies in the country, with soaring prices and a slowdown in urban sales bearing on the top line. However, most of them have taken a cue from growing rural demand, and they aim to launch special offers and marketing exercises during the 45-day-long Kumbh Mela celebrations.
Mukesh Ambani-helmed Reliance Industries has already set up refreshments stalls through its FMCG unit, Reliance Consumer Products Ltd (RCPL).
RPCL COO Ketan Mody said that signboards to aid pilgrims with directions have been set up throughout the event venues. Designated resting spaces or aaram sthals have also been set up to aid people on the pilgrimage.
Hygiene brand Dettol, operated by Reckkit, plan to deploy "health and hygiene" volunteers across the Kumbh Mela venues to offer ushering services and to guide pilgrims. Reckitt South Asia EVP Gaurav Jain highlighted the need to embrace hygiene practices during a significant event such as the Mahakumbh.
Dabur is making its presence felt with a major lineup of products being introduced to more pilgrims through various activities. These Dabur Chyawanprash, Dabur Honey, Dabur Red Paste, Dabur Amla Hair Oil, Vatika, Hajmola, and Honitus.
ITC is not left behind, and they have planned campaigns around the Mangaldeep incense sticks and chips brand Bingo!
International beverage brands Coca-Cola and PepsiCo are also doing major campaigns. These, for PepsiCo, include a 30-foot-tall lighted Mountain Dew bottle that also acts as a lighting and over 500 mobile charging points branded under Sting energy drink.
Coca-Cola is going the sustainability route, highlighting repurposed packaging and raising recycling awareness, according to Greishma Singh, the VP of marketing for Coca-Cola India and South West Asia.
