MxMIndia

Tag: Kumbh Mela

  • No, but we can be sorry for what it has become, asks Ranjona Banerji

    Feel sorry for Big Media?

     

    Ranjona BanerjiBy Ranjona Banerji

     

    How sorry is one supposed to feel for Big Media? Yes, times are bad but that is true for everyone right now. And times are much worse the lower down the economic and social scale you go.

     

    Add to that, the continuing need for most of the media to “appease” the government in power.

     

    For instance, The Times of India does an investigation into the correlation between rising Covid19 cases in Uttarakhand and the various holy “snans” or mass bathing in the Ganga during the Kumbh Mela. The investigation showed that cases doubled after the first five holy dips in Haridwar.

     

    This report was not carried in the local paper edition of The Times of India which I buy every day from a vendor. It is part of a premium package on the website which you have to pay to access. Therefore, people who live in Uttarakhand will not know how the Kumbh Mela affected them, even though it has affected them dearly.

     

    How much of a stretch is it to wonder whether an article like this – clearly critical of the state government of the Uttarakhand and the Centre for going ahead with the Kumbh Mela in spite of the second wave of the pandemic – has been deliberately hidden behind a paywall to ensure that only a very few people read it and therefore the media house can claim that it has not upset the Modi government and the BJP?

     

    Am I reading too much into this?

     

    Here is another article from the Indian Express, by the “Express News Service”. It repeats verbatim various claims made by Union Home Minister Amit Shah and Gujarat Chief Minister Vijay Rupani about how well the Modi government has handled the pandemic and how millions have been vaccinated.

     

    https://indianexpress.com/article/india/india-under-pm-modi-successfully-fought-covid-19-battle-shah-7342640/

     

    The same PR exercise was carried out by NDTV:
    https://www.ndtv.com/india-news/india-under-pm-modi-successfully-fought-covid-19-battle-amit-shah-2455528

     

    Sometimes, these news outlets also inform us of the terrible impact of Covid-19, the incompetence of the Centre in both handling the pandemic and creating confusion in the states, we are also informed about the huge shortfalls in vaccine procurement and disbursement.

     

    But none of this immense courage shows up in the bland reporting of a load of self-promotion presented by Shah. The fact that Shah himself has been barely visible since May 2 when the assembly election results were declared is not mentioned. He is the Union Home Minister. The pandemic should have been his primary responsibility.

     

    Therefore, after hundreds and thousands dead and even more affected by the pandemic, big media houses run true to the pattern of the last seven years: overwhelming fear when it comes to taking on the Modi Government. We have got used to the mealymouthed cowardice of publishing government propaganda on your edit pages, pretending to be “free speech” and “opinion”. And we continue to be underwhelmed by propaganda pretending to be news reports.

     

    This daily quote feature from the Deccan Herald is therefore so very welcome. Lies are lies and if you cannot show truth to power, what are you?

     

    It is true that some of these news outlets have informed us about dead bodies of Covid-19 patients floating in India’s rivers, about the hundreds of shallow graves on riverbanks, about governments trying to cover up Covid-19 deaths, about vaccines running short despite government claims, about massive economic hardship across the board.

     

    And yet, they are unable to take the bit between their teeth and present to their readers and viewers just how bad the pandemic and the official response has been, when confronted by the criminal negligence of the Modi government at the Centre. Try and remember the massive countrywide rage against the UPA government at the Centre, if you can, as the India Against Corruption movement was supported wholeheartedly by the media.

     

    Compare that to now. Our failure as journalists is stark and painful.

     

    The danger is that if you keep hopping indiscriminately between genuflection and criticism, you are going to fall into the gap and getting out will be very painful. It is true that this government is particularly malicious and vindictive even compared to other malicious and vindictive governments. But it is also true that if you carry on as a government publicity outlet, you make yourself even more redundant than you actually are.

     

    So to answer my own question: we can’t feel sorry for Big Media. But we can be sorry for what it has become.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia every Tuesday and Friday. Her views here are personal.

     

  • Sports marketing specialist Mahesh Ranka assesses the scenario post the suspension of the biggest marketing event of the year

    So what does the IPL postponement mean for the Indian sports & marketing ecosystem

    Screengrab from IPLT20.com

     

    By Mahesh Ranka

     

    Mahesh Ranka

    The Indian Premier League is the biggest marketing and entertainment extravaganza that has had everyone hooked on to it for almost a decade-and-a-half.

     

    That the 2021 edition will happen or no was a question raised by many, who were only shooting their thoughts, while BCCI and all the franchise owners were very sure and positive for the show to go on. With so much at stake and all the possible arrangements, it was only safe to assume that IPL would set an example in keeping live events alive in these unforeseen and testing times.

     

    Come May 4, 2021, IPL was suspended and then postponed, to a date that’s not been decided yet.

     

    There were many quarters constantly voicing concerns about three key things happening – the Assembly Elections, the Kumbh Mela and the IPL in these pandemic times. To me, IPL was the safest bet and the BCCI took the right step in putting a pause to the event.

     

    In the past, IPL has shown it’s as much a festival as Diwali, as many category purchases have significant spike during these two festivals in India. Marketers will now be scratching their brains already to think of a Plan B.

     

    Will the impact of this be felt? It’s a no-brainer, the question should be where all, will the impact be felt?

     

     

    For IPL/ BCCI

    IPL is not going to see a significant loss of revenue from the central sponsors or the broadcasters for sure as the agreements ensure that.  IPL valuation may also undergo a correction, which may reflect on the teams too.

     

    A key aspect that will be at the centre of sports discussions will be from the global market perspective. Will this lead to concerns around many other cricket events, and other sports to be held in India?

     

    ICC T20 World Cup isn’t too far and there are already talks of “if it moves to Dubai, BCCI will still hold the rights”. While this is great for cricket, for sponsors of the ICC event, they would be merely exposed as brands on broadcast and would run a campaign that will not have the same flavour as the event being hosted in India.

     

    If it happens, the movement of the T20 World Cup will put tremendous pressure on holding a bi-lateral series and other sporting action in India, leading to opportunity and revenue loss to the board, fans as well as marketers.

     

    Commercial stakeholders:

    All the commercial stakeholders across would have to plan for a situation probably as unique as someone hitting a six off every ball in every over for 10 overs!

     

    Disney – Star India:

    As probably the single largest commercial stakeholder of IPL, Star India, has an uphill task on multiple fronts to realign its business and financial plans for the year. With a major part of the plan being IPL for Star Network as well as for Disney Hotstar, it’s going to be impossible in the near-term for Star to:

    :: Find quality and engaging content to fill the programming  gap on television as well as HotStar.

     

    With OTT growing significantly in  India, Disney-Star will have to scramble to get some very attractive programming to be on the growth path.

    :: Build advertising revenue and plan for longer deals.

    :: Push for subscription on OTT as well as television platforms. IPL being a key property to push subscriptions, a new plan will be in play to achieve objectives or even probably revise targets.

    :: Revenue loss for now from all the syndication of rights globally, will also be a revenue gap that will not be filled by any other means.

     

    All the above may leave an option open for competition to plan and execution some bold and radical moves to woo the audience.

     

    A Brand’s Biggest Vehicle – The IPL

    Brands and businesses plan their launches and campaigns specifically with IPL in mind. For them, the current situation will be a massive letdown, while some sponsors/ advertisers will be fine with the shift if IPL (whenever it happens), many will have to take a deep hard look at their half yearly plans if not annual.

    Very clearly, new age brands like Cred and Dream11 had massive plans, so did the beverage companies – especially soft drinks in their prime season. For these three  categories, the opportunity to exploit is suddenly missing, and they’ll have to think hard and formulate new plans, with revised targets, in shortest possible time!

    In fact their existing efforts (ad film, media plan, activation, etc)  and investments would have to be redeployed, scrapped or modified, as necessary.

    Let’s think about Kotak – that was targeting topical credit card sales, with  seven team associations Or Upstox, who apart from growth, would have also had valuation gains in their radar by the end of IPL 2021!

     

    Areas of concern for marketers that would crop up :

    Timing & Seasonality: Season time  for some and in the first part of the business year for others, all calculations would go haywire and would need some extraordinary thinking, planning and execution to see through the year as planned.

    Growth plans : The planned growth on the back of IPL campaign, will get a deep hard look-in for the scenario would change significantly. The impact of IPL is visible on any of the plans.

    Reeling with uncertainty : Even if the brands are happy waiting for IPL, in the current scenario Uncertainty is the only Certainty. A third and probably a fourth wave might hit us, and no exact idea when. In such situation, everything is going to be fluid! And it will constantly keep the marketers  on their toes for the  plans they want to  prepare and execute.

     

    IPL Teams:

    All the franchisees have secured reasonably good revenues from sponsorships. And with no more franchise fee, they are sitting pretty on top dollar earnings from the central pool, in addition to their own sponsorships.

    Almost all teams had made significant plans to leverage and build digital platforms and engagement, with the current development event those plans would  find it a challenge to meet the set objectives. A good chance of engaging with their fans will diminish fast, now that the IPL has been postponed.  Moreover, with the uncertainties, teams and their plans for to rest of the year will be fluid.

    BCCI had announced and wanted to auction two more teams to be brought into the fold of IPL making it a 10-team affair from 2022. With the current scenario – pandemic and economic, and uncertainty for now, BCCI may find it challenging to unlock the value as per earlier estimates. It could lead to rescheduling the auction and inclusion of two more teams in IPL by a year or so.

     

    Non Sponsor Brands – competing brands

    With the leading or newer brands  going big on IPL, one thing is for sure, each of them hoped to gain handsome returns.

    These brands end up simplifying  as well as amplifying the category (Upstox, Dream11, Unacademy) and also expand the market.

    The other brands in these categories would have plans basis the market familiarity and growth because of the larger spending brands; trying to take a small part of the pie.

    With the expansion of the market limited, each competitor would have to create new plans to further their growth.

     

    Ancillary Businesses

    All the constituents – ground management, display boards, bio-bubble, travel and  stay, production and other equipment , manpower etc. that are working with IPL directly or indirectly, will now have to look for opportunities, especially freelancers, temporary hires or contracted resources. IPL runs its own ecosystem and this time the ecosystem has been halted. There is a definite challenge in the market with respect to deployment of the resources.

     

    Opportunity for BCCI / IPL

    With the current situation and mood in the country, IPL could generate decent amount goodwill, by creating a movement towards support and help for the victims or sufferers of Covid19. Each IPL team and state board can take up a support role, helping patients with Oxygen, to  organise medical supplies.

    While the easiest way  to help is to donate  money towards the treatment of Covid-19 patients, they would serve themselves and the community well by creating a path breaking idea, involving all cricket fans similar of the one that Sport Club do Recife did in 2014 in Brazil.

     

    Mahesh Ranka is among the early specialists in the business of sports in India and is Founder and CEO, GamerChangerZ and Founder, Indus Sports. His views here are personal.

     

     

  • They offered a solution to devotees via the Bajaj Platina Comfortec 110

    Ogilvy and Bajaj offer bike service for devotees at Kumbh

    By A Correspondent

     

    Ogilvy and Bajaj saw the Kumbh Mela as an opportunity to connect with people and create a difference in a unique way. The Kumbh sees a lot of elderly and physically challenged pilgrims who find it difficult to walk the last few kilometres to the ghats for their holy dip. They found a solution to this problem in Bajaj Platina Comfortec 110.

     

    Together they introduced a free ferry service for the elderly pilgrims in the Kumbh city called the Aaram Rath sewa. Designed with specially fitted backrest, Platina Comfortec 110 was converted into Platina Aaram Rath, custom made to offer a comfortable ride for the needy.

     

    Said Narayan Sundararaman, Vice President, Bajaj Auto: “With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up, and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided backrest specially made for the audience. We are thrilled that this activity has been so well-received. I can only imagine the countless blessings we have gathered along the way.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “People come from across the country to take the holy dip at Kumbh. By running this free Aaram Rath service on the most comfortable motorcycle, we are happy to have helped so many elderly people get to the ghat in the most comfortable manner.”

     

     

  • The world’s ‘Largest oil lamp’ carrying 868.83 litres of oil signifying ‘A wish for good health’ was inaugurated and lit by actor Sonu Sood

    Too Yumm achieves unique feat at Kumbh Mela

    By A Correspondent

     

    The RP-Sanjiv Goenka Group’s snack brand Too Yumm installed the largest diya as a symbol of its commitment towards good health. Post achieving the Guinness World Records in Mumbai, the brand conducted the presentation ceremony for the record at the Kumbh Mela where actor-film-maker Sonu Sood set alight the largest oil lamp (diya) and took the pledge for good health. The diya measuring 476.5mm in height, and 2390.6mm in diameter is installed at the Ardh Kumbh Mela in Prayagraj.

     

    Sharing his views on this achievement for the brand, Suhail Sameer, CEO of the RP-SG FMCG business said: “This is yet another proud moment for Too Yumm! We believe FMCG industry will be one of the largest value creators over the next 5-10 years; our focus has always been to keep innovating our products to offer our consumers the perfect balance of maximum taste and good health. Activities symbolizing good health (like the largest diya) reinforce our commitment to bring the best to the fans of the Too Yumm! brand!”

     

    Added CMO Anupam Bokey: “We are absolutely thrilled to have achieved this wonderful feat of the Guinness World Records®, especially at one of the most sacred gatherings across the globe. Through this monumental diya, we have endeavored to make a wish for good health for one and all. ‘Being healthy’ forms the very foundation of our brand Too Yumm!. We have always tried to convey our brand message through disruptive ideas, be it through the #WhyChipsVirat campaign and now with this largest diya. While Kumbh offers us an excellent opportunity to get closer to our audience, the disruptive record will continue to help manifest our core brand message and propagate the significance of good health to the whole nation. After all, health is wealth!”

     

     

  • The campaign aims to create oral hygiene awareness and also ensure a safe visit for all pilgrims

    Colgate offers dental solutions at Kumbh Mela

    By A Correspondent

     

    Colgate-Palmolive has launched the ‘Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha‘ campaign at the ongoing Kumbh Mela in Allahabad.

     

    Said Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited said: “At Colgate, we consistently work towards providing superior oral care and protection to all Indians, and towards caring for our communities. The Kumbh Mela gives us an opportunity to achieve both these objectives with our key target segments at an unprecedented scale.  Our theme at the Kumbh is Complete Protection or Sampoorna Suraksha, as part of which we are offering millions of visitors free samples of Colgate Vedshakti toothpaste that provides sampoorna suraksha to the mouth. But that’s not all – we are also extending to our consumers ways and means to ensure complete safety of their families, as they wade their way through the Kumbh Mela by handing out  suraksha ropes – for families to walk together, and suraksha wristbands – for children to have an emergency contact number on their wrist.”

     

     

  • Work with Kumbh Mela authorities to help ease the problem of river pollution

    Ogilvy and HUL partner to help people ‘Start A Little Good’ at Kumbh

    By A Correspondent

     

    Empowering the boatmen community of the region, HUL has joined hands with Kumbh Mela authorities in keeping the Sangam clean this year. The river is only accessible by boat and considering the volume of visitors, a substantial amount of littering ends up polluting the river. To address this challenge, Hindustan Unilever partnered with Ogilvy to conceptualise a simple and innovative solution – ‘Swachhata Ki Sawari’ that aims to keep cleaning the river unceasingly.

     

    The mechanism involves simply attaching two nets on either side of 100 boats, which ferries devotees to and from the Sangam. Once the boat is in the river, the nets which are closed at one end, collect floating garbage during the journey and once it reaches the shore to disembark passengers, a team of cleaners remove the garbage from the nets and reinstall clean nets. The cleaners then transport the collected waste to the designated garbage area on each ghat.

     

    Explaining the idea, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), said on this project: “Simplicity is the most difficult thing to achieve. This idea achieves that. Practical, low cost and highly effective, this innovation turns everyday boats into vehicles of cleanliness.”

     

    Added Priya Nair, Executive Director, Homecare, HUL:  “‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackling growing issues like plastic pollution and waste management that we face today. We hope that this initiative will benefit in keeping the Sangam clean during the Kumbh and create awareness amongst consumers”.

     

     

  • Innovative offer is valid for 60 days starting 15th January 2019

    Aristocrat offers free bag repair and service at Kumbh Mela

    By A Correspondent

     

    It’s the place to be in for brands wanting to renew their connect with the masses. Aristocrat has announced its association with Kumbh Mela by providing free bag repair and service to the devotees, which will be valid till March 15. The devotees also get a chance to replace their bags with new Aristocrat bags at discounts.

     

    Commenting on the initiative, Sudip Ghose, CEO, V.I.P Industries said: “Kumbh Mela is one of the most iconic sacred pilgrimages in our country. Keeping in mind our constant endeavor to fulfill the common man’s needs, this is a great opportunity for us to serve the devotees. We know that many a times their bags are broken or get damaged, and this initiative represents our humble attempt to serve them. This initiative has been designed keeping in mind the pragmatic needs of every pilgrim, and we feel truly privileged and excited to present this offer at Kumbh Mela.”

     

     

  • Illuminates the grandest spectacle with LED lights and technology

    Eveready illuminates streetlights at Kumbh

    By A Correspondent

     

    Kumbh Mela saw a large number of LED streetlights in Allahabad (oops, Prayagraj) put up by Eveready.

     

    Said Anil Bajaj, Senior Vice President, Sales & Marketing, Eveready Industries India: “With a deep rooted mantra of making a difference to the devotees thronging the mega spectacle called the ‘Kumbh’, EIIL helped the Kumbh authorities in managing the smooth conduct of the mela by way of facilitating Sangam bound direction boards, changing rooms for ladies, police watch towers and tall standing media towers to name a few.”

     

     

  • Unilever's soap brand Lifebuoy spreads hygiene message with healthy handwashing habits

    The soap that saves lives, and other marketing stories

     

    By Meghna Sharma

     

    The latest campaign by Lifebuoy shows a man walking on his hands from his house to the village temple as people follow him because his son turned five. ‘What’s so special about it?’ is the first thought which comes to mind, and this is echoed by the tourist who witnesses it at the end of the advertisement. The answer is the fact that two million children the world over still die before the age of five due to preventable infections like diarrhoea and pneumonia.

     

    The advertisement is nothing but taking forward the commitment of Unilever’s health soap, Lifebuoy, of teaching children healthy hand washing habits. The three-minute film seeks to inspire action from viewers to pledge support for Lifebuoy’s handwashing programmes on the ground.

     

    Saving Lives

    Samir Singh, Global Brand VP, Lifebuoy says, “Our goal is to change the handwashing behaviours of a billion people by 2015. We wanted to tell the world the Lifebuoy story in a deeply emotional way. Our brief was to translate the statistics into something real, personal and powerful. And through this film, that’s just what’s been done.”

     

    The campaign is created by Lowe Lintas. On the film, R Balki, Chairman and Chief Creative Officer of Lowe Lintas, comments, “A small act like washing hands with Lifebuoy can save a child’s life. This message needs to reach far and wide. So, we created this campaign that can open one’s mind to this amazing message. A campaign that moves people to the extent that they care to share it with others”.

     

    The campaign aims to share the brand’s purpose. And since, social media and technology play an important role in connecting like-minded people who are eager to do something to make this world a better place. The brand wants to tap into this new community of people to inspire them to spread this message of saving lives.

     

    “This is not just about an ad, but about creating an act. It’s an act that will make a real difference. An act that allows individuals, professionals and organizations to come together and collaborate around the common goal of eliminating child deaths due to diarrhoea and pneumonia. This film is the beginning of that journey and a clarion call to all to join this purpose,” adds HUL’s spokesperson.

     

    Roti Alert!

    At the beginning of this year, the brand launched another unique campaign – Roti Reminder.

     

    The Maha Kumbh Mela which sees almost 100 million people descending upon the city of Allahabad turns into a temporary city in itself. And since the infrastructure available is often unable to service the sanitation and health needs of all attendees, infections tend to occur and spread far more easily through transmission of germs, which happens most commonly through infected hands. Hence, Lifebuoy hoped to aid the patrons and attendees by reminding them about the importance of washing hands and protecting oneself from germs. Lifebuoy not only spread the message at key junctures throughout the city through street hoardings and banners. But reminded people to wash their hands before having food through the food itself!

     

    Lifebuoy created a special heat stamp with the message, ‘Did you wash your hands with Lifebuoy?’ and then hired 100 promoters to stand in 100 kitchens spread across the Maha Kumbh Mela and imprint fresh rotis with the Lifebuoy message.

     

    Speaking about the genesis of the idea, Sudhir Sitapati, General Manager – Skin Cleansing, HUL says,” The idea came from the insight that hand washing with soap before eating can prevent transmission of many disease causing germs, but people often ignore or forget to do this simple act. A reminder at the right time can go a long way to ensure this habit is followed. This was the starting thought from which we developed a unique intervention – the Roti Reminder.”

     

    The activation was for a period of one month and started from February 1, 2013. Lifebuoy also provided free soap to attendees at the Kumbh Mela.

     

    The idea helped Lifebuoy reach out to a massive audience, at a fraction of the cost.

     

    The on-going commitment

    Over the years Hindustan Unilever has targeted its memorable campaigns towards achieving its aim, and Lifebuoy’s social mission has been to bring safety, security and health to people through the active promotion of hand washing with soap.

     

    In 2002, Lifebuoy started a campaign known as Lifebuoy Swasthya Chetna, to promote good health practices by actively encouraging people to inculcate good hygiene practices, such as washing hands with soap at least five times a day. From 2002 to 2010, the project touched more than 120 million Indians.

     

    Lifebuoy reached out to nearly 30 million people in rural India over 2010 and 2011 through a multi-brand rural outreach programme called Khushiyon Ki Doli (KKD) or “Caravan of happiness”.

     

    Over the past 10 years, Lifebuoy has taken its hand washing behaviour change programmes to millions of people across the world, and now through its latest campaign it is aiming to change the hand washing behaviour of a whole village in central India – Thesgora, a village with one of the highest rates of diarrhoea. The initiative supports Unilever’s goal to deliver on one of its commitment under its Sustainable Living Plan – to help more than one billion people take action to improve their health and well-being.

     

    By 2015, Lifebuoy aims to change the hygiene behaviour of 1 billion people across Asia, Africa and Latin America by promoting the benefits of hand washing with soap at key times.

     

  • "Lifebuoy se haath dhoye kya?" is being stamped on rotis to promote Hindustan Unilever’s soap brand at the Kumbh Mela

    HUL sells Lifebuoy by stamping rotis at Kumbh Mela

    By Sagar Malviya

     

    At Kumbh Mela, the largest congregation on earth where all big marketers are vying to sell their wares and boost their brands, one promotion that stands out is Hindustan Unilever’s ‘Roti Reminder’ for its Lifebuoy soap brand.

     

    The country’s largest consumer products firm, along with creative agency Ogilvy, has partnered more than 100 dhabas and hotels at the mela site to serve rotis that are stamped with “Lifebuoy se haath dhoye kya?” (Have you washed your hand with Lifebuoy?) “The ‘Roti Reminder’ gets a consumer’s attention at the exact time when hand washing is critical,” Sudhir Sitapati, general manager, skin cleansing, at HUL, says. That is, right when she sits down to eat roti with her hand.

     

    The company has made special heat stamps to make an impression of its message on rotis and hired 100 promoters to stand in 100 kitchens across the mela. The campaign started on February 1 and will run for 30 days. The company hopes to put the hand wash reminder on 2.5 million rotis.

     

    “The Maha Kumbh provides a unique opportunity to communicate this message to a large, predominantly small-town and rural population,” Sitapati says. “In effect, this simple, clutter-breaking idea will help us reach out to a massive audience, at a fraction of the cost.”

     

    Source:The Economic Times

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