To advertise at religious events, companies and brands must stick to cultural notes

FROM FOOT MASSAGES TO WASTE CLEAN-UPS, COMPANIES FIND VALUE IN EVENTS LIKE RATH YATRA

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Packaged water brand Bisleri is involved in waste management along the Jagannath Rath Yatra route in Puri, Odisha, that starts on Friday (June 27). Electrical equipment company Polycab is managing watch towers on the beaches in the coastal town. Adani's ACC Cement is providing free drinking water while pharmaceutical firm Cipla is offering foot massage to pilgrims walking with Lord Jagannath's chariot. The annual Rath Yatra is a nine-day affair concluding with the deities returning to the Jagannath temple. Last year, nearly 20 lakh people participated in the pageant.

The roaring success of the Maha Kumbh mela held at Prayagraj in January is driving brands to large-scale events like the Puri Rath Yatra to target millions of devotees. "Religious events have grown in scale — not just in terms of sheer attendance, but also in how professionally they are organized, often with active government support. The commercial potential of drawing such large crowds combined with extensive media coverage, has not gone unnoticed by brands," said Samit Sinha, managing partner, Alchemist Brand Consulting.

Beyond the guaranteed visibility, associating with such gatherings offers brands an opportunity to tap into the emotional resonance and cultural significance these events evoke, Sinha said.