KUMBH MELA

&
MARKETING STRATERGY

What is Kumbh Mela ?

Kumbh Mela is a Mass Hindu
Pilgrimage of Faith in which
Hindus gather to bathe in a
sacred river. It is considered
to be the
largest peaceful gatheringin
the world where around 100
million people were expected
to visit during the Maha
Kumbh Mela in 2013
inAllahabad

PLACES
Kumbh Mela takes Place every
twelve years at Four
Places.The Mela in its
different forms alternates
between Prayag, Nashik,
Ujjain and Haridwar every
River
thirdPlaces
year
Allahabad

Yamuna & Saraswati

Haridwar

Ganga

Ujjain

Shipra

Nashik

Godawari

Maha Kumbh Mela 2013

The Worlds Biggest Religious
Festival at Allahabad in India.
The Maha Kumbh Mela,
believed to be the largest
religious gathering on earth is
held every 12 years on the
banks
of the
Sangam.
Around
100
million

people were
expected to visit
during the Maha
Kumbh Mela in 2013
inAllahabad

Estimated Pilgrims during

Kumbh 2013
Sr
no

Bathing Days

Kumbh 2001

Kumbh 2013

Makar
Sankranti

Dates
14.1.20
01

Estimated
100 lac
Visitor

Dates Estimated
14.1.20
110 lac
01

Paush Purnima

09.1.20
01

50 lac

27.1.20
13

55 lac

Mauni
Amawasya

24.1.20
01

276 lac

10.2.20
13

205 lac

Vasant
Panchami

29.1.20
01

175 lac

15.2.20
13

193 lac

Maha Shivratri

08.2.20
01

150 lac

25.2.20
13

165 lac

Maha Shivratri

21.2.20
01

50 lac

10.3.20
13

55 lac

Visitor

By seeing the projected visitors of 2013 we can say companies have

best opportunity to sell and promote their product to large people
and 52 companies have grab the opportunity for brand promotion at
kumbh mela 2013 with innovative marketing strategy

LIFEBOUY
Lifebuoy has tied up with more than 100
local dhabas and restaurants. For every
order, the first chapatti served carries the
branded message and makes an instant
connection. It has also placed the soap in the
wash rooms of all these eateries. It delivers a
message through chapatti and creates
awareness as well as strong positioning in
consumers mind.

Airtel & Idea

Airtel is giving special tariff plan which
include features such as live audio
coverage of kumbh, live discourses
from akharas and helps pilgrimage to
take a dip at the Sangam during the
mela

Coca-Cola
Coca-cola offering fountain coke
at Rs 5.and also it has setup wifi
service at 12 stalls where people
can download free coke studio
music and other new ad jingles.

Vodafone
Vodafone has set up cinema like stalls
Vodafone ki Dhoom where its showing
mythological videos on history of the Kumbh
and Samudra Manthan to piligrimage and has
weaved info about two value-added services
into the show. It is also distributing earmuffs
with built-in speakers preloaded with
devotional tunes for free.

TATA Swach
Tata Swach has stationed 300
water purifiers spread over 28
booths.The brandestimates
that over one million litres of
water will be consumed by the
pilgrims at the mela.

Horlicks
GlaxoSmithKline Consumer
Healthcare has a basketball
ring at its stall for people to
shoot hoops and win free
biscuits with their cups of
Horlicks.

Conclusion
Kumbh mela gives a big
opportunity for marketers to
promote their brand. It will
help the companies to create
strong positioning in
consumers mind about their
products and services. This
shows to consumers that
how companies really care

THANK YOU