This can be proven by the fact that brands like Lifebuoy and Dabur came forward and made use of this immense ground to help people adopt an easy and safe method of cleanliness. While Lifebuoy gained spotlight with the Roti Reminder campaign in which the line ‘Lifebuoy se haath dhoye kya’ was stamped on chapatis at the Kumbh Mela, a movie named Brahmastra featuring Alia Bhatt and Ranbir Kapoor achieved equal popularity and applaud for using the gigantic ground to unveil their logo with the help of 150 drones flying around in the night sky at Kumbh Mela 2019.
Dabur too, in order to make the most of this congregation opportunity, plugged in one of their most popular brands Dabur Red Toothpaste in a unique and relevant way. And the way they did it was quite creative and relatable. One of the religious rites performed at Kumbh Mela is the ritual of taking a ‘dip’ in the holy water, commonly known as ‘Snan’. Majority of the people who visit Kumbh Mela indulge in this activity, hence, taking inspiration from this ritual, Dabur came forward with the idea of ‘Dant Snan’ before the main Snan.
Dabur came up with a very realistic video which touches every attribute of Kumbh Mela, talking about sadhus, pick-pockets, rush etc but the crux of the video lies on the fact that there is always a huge rush in Kumbh Mela wherein you meet different people, sadhus and it is important to have a dant snan before one proceeds for the holy dip in water.
Making use of this initiative in Kumbh Mela is a great step as it will target thousands of people on a personal scale. Dabur installed toothpaste dispensers on the ground not only for the video but also literally encouraged people to adopt oral hygiene on the ground.
The video campaign created by Scatter features a large demographic of people ranging from Sadhus to young kids teaching us a lot about oral hygiene.
Dabur through their initiative especially targets those people who still use ‘Daatun’ or ‘Tooth powder’ to clean their mouth and their campaign is surely directing people towards a more progressive way of oral hygiene, which is a highly commendable marketing strategy.
Kumbh Mela attracts a large number of population from India and around the world making it the most preferable choice for the brands where they can initiate their marketing strategy in a creative and relatable manner.
Megha Harsh serves as a content writer at The Ideaz Factory, an advertising agency in Chandigarh. She has been a student of English Journalism at the Indian Institute of mass communication. A writer by day and reader by night, she is loathe to discuss herself in third person. In addition to writing blogs, she also has interest in writing poems.