The ArdhKumbh Mela witnesses millions of devotees converge at the Sangam, Allahabad (UP), to take a holy dip at the confluence of the holy rivers – Ganga, Yamuna and the mythological Saraswati. People flow into the city of Allahabad from all corners of India (not to mention the global travellers and yoga revellers), and most of them come from the lower echelons for whom, this pilgrimage is a once in a lifetime experience. Stories of kin lost at the mela are folklore by now (validated by the non-stop announcements on the lost and found PA system, and inumerable mentions in Bollywood flicks), and are indicative of the size of the gathering of humans that takes place at Prayag. After all, it’s the largest gathering of humans on the planet. Not surprisingly these 40 days, spell a whole lot of business as well.
Melas have, traditionally spelt business ‘beyond the usual’ for most (with everything from cigarettes and bidis to tea, selling at a premium). While this might be the case with the smaller traders; big brands are not far behind either. They look at the event as a means to garner visibility and build brand connect along with revenues. What is suspect however, is the extent to which these brands succeed in accomplishing what they set out to do in the first place. 
Consider a Ghadi Detergent Powder branding the thousands odd make-shift public utilities and garbage dumps. Or branding by almost all the telecom players at the Fair Price Shop's Rate List in a complete ‘me too’ fashion. One did hear the occasional guy quip at the garbage bin branding for instance – ‘Kuda Ghadi!’
While some brands did manage to make thoughtful connects with the millions converging through initiatives like, SBI Bank’s Changing Rooms at the banks for women, the identification badges issued to children and women by Allahabad Bank or the directional signages put by Star News (in a bid to keep viewers aage). 
For many others, it’s was mere matter of hygiene to mark their presence at this mega event. As a result of which, the exhibition area (as it is referred to), gets the regular rural brands to take up ‘stalls’ and try to engage the TG (Target Group).
From an Airtel having an empty stall through the day to be brought alive only by a brilliant street skit on ‘Mobiles and the Mela’, twice a day (to be followed by no brand queries or any conversion attempts, whatsoever); to the indiscriminately blaring sound system of the many odd Thanda Tel (Cool Hairoil) stalls luring consumers for a free trial and bogo (buy one get one free) deals; it does make one wonder whether any of the brands do manage to leverage the event in the best way. Is there any captivation (lasting impact) delivered by these brands? 
Why is it that the Bharat Seva Dal, that runs and manages the world’s biggest public address, lost and found service; does not have any support from the brand world apart from mere sponsorship branding with banners and boards? The volunteers of the Bharat Seva Dal at times wait to write down the next announcement script for the want of a Pen/ Pencil. 
On inquiring whether any brands had approached the camp for any sponsorships or voluntary support, this is what. Pandit Raja Ram Tiwadi (Fondly called Bhoole Bichde Tiwari, running the camp for the last 55 Years) had to say.
Consider a Ghadi Detergent Powder branding the thousands odd make-shift public utilities and garbage dumps. Or branding by almost all the telecom players at the Fair Price Shop's Rate List in a complete ‘me too’ fashion. One did hear the occasional guy quip at the garbage bin branding for instance – ‘Kuda Ghadi!’
While some brands did manage to make thoughtful connects with the millions converging through initiatives like, SBI Bank’s Changing Rooms at the banks for women, the identification badges issued to children and women by Allahabad Bank or the directional signages put by Star News (in a bid to keep viewers aage). 
For many others, it’s was mere matter of hygiene to mark their presence at this mega event. As a result of which, the exhibition area (as it is referred to), gets the regular rural brands to take up ‘stalls’ and try to engage the TG (Target Group).
From an Airtel having an empty stall through the day to be brought alive only by a brilliant street skit on ‘Mobiles and the Mela’, twice a day (to be followed by no brand queries or any conversion attempts, whatsoever); to the indiscriminately blaring sound system of the many odd Thanda Tel (Cool Hairoil) stalls luring consumers for a free trial and bogo (buy one get one free) deals; it does make one wonder whether any of the brands do manage to leverage the event in the best way. Is there any captivation (lasting impact) delivered by these brands? 
Why is it that the Bharat Seva Dal, that runs and manages the world’s biggest public address, lost and found service; does not have any support from the brand world apart from mere sponsorship branding with banners and boards? The volunteers of the Bharat Seva Dal at times wait to write down the next announcement script for the want of a Pen/ Pencil. 
On inquiring whether any brands had approached the camp for any sponsorships or voluntary support, this is what. Pandit Raja Ram Tiwadi (Fondly called Bhoole Bichde Tiwari, running the camp for the last 55 Years) had to say.
‘Indian Overseas Bank wale aaye they, computer bhi laaye they, lekin doosre din hi chale gaaye. Yeh banner laga gaye hain.’ (The indian Overseas Bank guys had come over with some computers but eventually left just these abnners etc ...) Indian Overseas Bank, incidentally, was the chief sponsor here and was attempting to get the announcement service computerized. The service operates with a male and a female announcer incessantly making announcements reading from paper chits written by the other volunteers carrying detail of the lost and found camp visitors.
An ArdhKumbh takes place in the 6th year of the interlude between two Maha Kumbhs; guess this should be enough lead time for corporate India to develop a better strategy for leveraging the event. Here’s hoping the participating brands would have much more to carry back home, than just Ganga Jal at the next Kumbh.
1 comment:
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