From tea to tyres: Advertisers flock for slice of Maha Kumbh pie

jay Mehta, managing director of media agency GroupM OOH Solutions, has already been twice to the Maha Kumbh that began in UP's Prayagraj on January 13.

- Shuchi Bansal

It's not just the charm of the country's largest spiritual "mela" that has drawn him there. He rushed to the city on the banks of the Ganga and Yamuna rivers to oversee the marketing and promotion efforts of the big brands that the agency manages.

Cakes and cookie maker Britannia Industries Ltd, for instance, has its products at Chai Point, the tea retail brand which has set up kiosks at the fete spread across 4,000 hectares. Muthoot Finance is offering free locker services to Kumbh visitors to keep their valuables safe, reinforcing the brand tagline "vishwas ki tijori" (locker of trust).

For beverage brand Coca-Cola, GroupM OOH has created a large LED screen which has anamorphic content (technique that creates 3D illusion). "Maha Kumbh is the IPL of the outdoor industry. It is a 45-day event, has a captive audience, is humongous and logistically demanding," said Mehta.

Advertisers across product categories from tea and toothpaste to automobiles and tyres, from lighting and batteries to banks and financial services, have made a beeline for Kumbh. "This year e-commerce brands and online payment services have a significant presence there," Mehta said. Jayesh Yagnik, CEO of Madison Outdoor Media Solutions, agreed.

"Other than FMCG, service brands, particularly in the fintech, health care, and telecom sectors, emerging tech, wellness, and e-commerce businesses are also joining the competition, leveraging the occasion to establish credibility and reach a wider audience. This change illustrates how Kumbh is starting to matter for both conventional and contemporary businesses," Yagnik said.