FMCG and beverage companies including Dabur, Coca-Cola, Parle, Reliance and ITC have been pretty active in run-up to the ‘Pran Pratistha’ ceremony at Ayodhya on Monday. They have invested a few crores to cash in on the mega event, industry watchers told TOI.
The buzz, combined with surge of devotees and tourists in the city, is huge, an advertising expert said, adding the event was factored in as part of marketing strategy (of companies) to grab eyeballs.
Not to miss out on the ‘moment marketing aperture’, certain companies have signed bulk deals months back to corner prime slots to advertise brands on media platforms. Those jumped in late have shelled out about 5-10x the routine rates.
“It is a great ‘moment marketing’ aperture. Most brands have gotten onto the Ram bandwagon because there is much public interest and involvement. The buzz has been immense. Perhaps one of the most widely immersive events in recent times. And brands have risen to the occasion,’’Sandeep Goyal, chairman at Redif fusion, told TOI.
Companies including Dabur, Adani Wilmar, Coca-Cola and Reliance Consumer stepped up supplies in the city to enable devotees and tourists access their brand offerings. Dabur India CEO Mohit Malhotra said: “To cater to the surge in demand for daily use essentials and health beverages, we have ramped up distribution of our products in the city. We have also committed to donate a portion of profits generated from sale of our products from January 17 till January 31 to Shri Ram Janmbhoomi Teerth Kshetra’’.
For Adani Wilmar, which counts UP as a strategic market, being part of the event and engaging with consumers was a no-brainer. “UP is one of the strongest markets for brand Fortune. We are No. 1 in refined and mustard oil in UP with around 70% retail penetration. For us, to get closer to customers with festivals or such occasions is a once in a lifetime thing,” said Anghsu Mallick, MD and CEO at Adani Wilmar.
Though exact numbers were not available, estimates suggest the Ram Mandir consecration and multi-brand initiatives at Ayodhya could cost companies about a fourth of their marketing spends during the festive season.
“Ayodhya has a population of about 3-5 lakh but with inauguration of the Ram Temple, we expect the city to attract a lot of tourists,’’ Krishnarao Buddha, senior category head at Parle Products, said, adding, the company plans to increase brand spends in Ayodhya.
ITC is also undertakinga series of initiatives to bea part of the Ram Mandircelebrations. The Reliancegroup also stepped updistribution of consumerbrands, including Campa,Independence Water andpotato chips underAlan’s Bugles.
