Experiential Marketing Extravaganza: Brands Shine In Ayodhya's Grand Event

EE News Desk Jan 22, 2024

As Ayodhya prepares to host the consecration ceremony of the Ram temple on 22 January 2024, top Indian brands are seizing the opportunity to capitalise on the enthusiasm surrounding the event. The ceremony, presided over by Prime Minister Narendra Modi and attended by numerous national and international figures, comes at a strategic time for advertisers, following the conclusion of the festive season and with the Indian Premier League (IPL) still three months away.

Recognising the significance of the occasion, brands are implementing special marketing strategies through on-ground activities and experiential marketing to connect with the audience. The consecration ceremony, estimated to cost Rs 1,800 crore, marks one of the most expensive religious projects in recent Indian history, triggering a wave of developmental activities in Ayodhya, including the establishment of hotels and housing projects. Media reports indicate an 1806 per cent upsurge in searches for Ayodhya on MakeMyTrip since the inauguration announcement. Their recent social media update indicates a 97 per cent surge in searches for spiritual destinations on the platform over the last two years.

Brands are actively participating in this cultural moment, leveraging moment marketing on social media and launching campaigns and services tied to the historic event. The convergence of religious significance and commercial opportunities has created a unique platform for advertisers to engage with the masses and align their offerings with the ceremonious atmosphere in Ayodhya.

Brands go all in

FMCG giant Dabur is actively involved in on-ground initiatives in Ayodhya. This includes the setup of medical camps, water stations, and changing rooms for devotees attending the 22 January ceremony plans to donate a portion of profits from product sales to the Shri Ram Janmbhoomi Teerth Kshetra Trust. To meet anticipated demand, Dabur is increasing product distribution in Ayodhya and creating special experience zones where visitors can engage with products like Real juices, Dabur Amla hair oil, and Dabur Vedic Tea. The company has also collaborated with dhabas on highways leading to Ayodhya, redesigning selected establishments with Hajmola props and offering free Hajmola sachets to customers.

Adani Wilmar, too, is organising on-ground activities under its Fortune cooking oil brand, emphasising the theme 'Ghar ka khana, ghar ka khana hota hai.'The detailed plans for traditional delicacies crafted using Fortune products, including a Jalebi Sampling Spree, pakoda platter, mega-bhog event, and gate branding and hoardings.

ITC’s Mangaldeep has associated with Shri Ram Janmbhoomi Teerth Kshetra on the occasion of the Nutan Vigrah Pran Prathisthra of Shri Ram Lallaji. It has established 5-feet-tall Mangaldeep Agarbattis to create Khusboo Path inside the Temple premises. In the run-up to the inauguration of the Temple, Mangaldeep launched ‘Mangal Aarambh’ to train priests, shopkeepers and hotel owners of Ayodhya. Two agarbatti stands have also been installed at 'Ram Ki Phedi' where devotees can light incense sticks and offer their prayers to Lord Ram. To facilitate the management of large crowds and ensure smooth flow of devotees, Mangaldeep will be also providing 300 barricades at the main Temple and over 100 barricades at the Temple entrance.

Galalite, a cinema screen manufacturer, has erected the world's largest seamless projection screen at the Ram Temple. Boroline has introduced a special pack featuring the Mandir emblem, while Augmont Gold and PP Jewellers by Pawan Gupta have launched commemorative collections.

Greenpanel has initiated an innovative outdoor marketing campaign in Ayodhya, strategically placing wall wraps along roads connecting Ayodhya Highway.

Pride of Cows, the single-origin milk brand of Parag Milk Foods, has made a substantial donation of premium ghee to Tirumala Tirupati Devasthanams (TTD). This donation supports TTD's initiative to provide 'Srivari' laddus for the Ayodhya Ram Mandir consecration ceremony on 22 January.

Chingari, popular web3 live streaming app, launched the #AyodhyaCelebrations campaign to bring the festivities of the Ram Mandir inauguration to its users.

ShareChat launched a week-long campaign, #AyodhyaKiTicket, from January 15 to 22 January. The campaign aims to bring the essence of Ayodhya closer to users through in-app activities, allowing them to experience the grand celebrations of the Ram Mandir inauguration.

Senco Gold & Diamonds has launched a special 'SiyaRam Collection' in honour of the Ram Mandir inauguration, paying tribute to the enduring bond of devotion between Ram, Sita, Lakshman, and Hanuman.

Bisleri Greener Promise has collaborated with local authorities to place over 200 plastic recycling bins for around 5 kms of the Ayodhya Ram Mandir, promoting sustainable living.

The House of Abhinandan Lodha revealed that Amitabh Bachchan has purchased land in their landmark housing project in Ayodhya.

Hospitality brands, such as Gujarat’s Praveg Ltd, plan to open new resorts. Luxury hoteliers like Indian Hotels Co., ITC, and EIH are also anticipating increased tourism at their upcoming properties.

IndiGo, Air India, and Akasa have launched flights connecting Ayodhya with Delhi and Ahmedabad. Uber has unveiled electric auto-rickshaws in Ayodhya as part of its ride-hailing services.

Pakka Limited has collaborated with the Ram Mandir Trust for eco-friendly practices, and Axis Three Dee Studio introduces water projection mapping at Suraj Kund Ayodhya for immersive tourist experiences.