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

Ajay 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. 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 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.

Though he declined to name his client brands present at the festival, he said given the millions of people attending it and the energy around the event, the brand involvement is higher. Not just that. "Even the demand is exceeding supply. More brands are inquiring about the Kumbh, which is on till February 26. However, the latecomers keen on activations and advertising at the location may find it challenging," GroupM's Mehta said.