Dainik Bhaskar creates connect at Simhastha Kumbh with OOH activation

Simhastha Kumbh, the largest spiritual gathering on earth, is expected to attract more than 50 million people from across the globe. Being held after 12 years in Ujjain, the month-long festival offers a great opportunity for brand activation.

Simhastha Kumbh commenced from April 22 and will continue till May 21, 2016. Kumbh Mela is held at each of the four places – Haridwar, Allahabad (Prayag), Nasik and Ujjain – once every 12 years. Kumbh in Ujjain is held when a rare configuration of planets takes place, that is, when the Sun is in Aries and Jupiter is in Leo.

With more than 50 million expected in a month, the Kumbh Mela offers any brand low cost per contact, and brands like Dainik Bhaskar are leveraging this opportunity to the fullest. Planning for the same started more than a year back. After several rounds of discussions with the external stakeholders like the municipal corporation, mela authorities and the local population, the plan was frozen and divided into three legs to ensure optimal reach:

Build-up to Kumbh (October 2015 – January 2016)
Hoardings on all the four major roads to the city, banners, beautification drive with colourful wall paintings and overhead water tank paintings, T-Gates, Community Connect meetings and release of special cover

Activation support to the local administration (February – March)
‘Maha Arti, Installation of RO plant at the Mahakal Complex and a Kavi Sammelan on and dedicated to the sacred Shipra river

During the Kumbh (April – May)
Changing room for ladies at bathing ghats, information booklets and brochures for the pilgrims, newspaper stands at major hotels and garden umbrellas

Vikas Singh, Associate Vice-President - Brand Marketing, Dainik Bhaskar, said, “While the Madhya Pradesh Government is leaving no stone unturned to deliver a great experience for the devotees, we are happy to have partnered with government on this.”

He further said, “As part of this partnership, we organised a ‘Maha Yatra’ and a ‘Maha Arti’ on March 20, 2016. ‘Maha Yatra’ started from Shirsagar, one of the seven sacred lakes of Ujjain, and ended up at Ram Ghat, the main ghat. During the ‘Maha Yatra’ people saw glimpses of the popular tradition of Nagar Praveshi of the major akhadas. More than 10,000 people participated in this 4 km long yatra.The Yatra then culminated at Ram Ghat, where grand Aarti at Shipra river by more than 200 priests was performed. Free bells and cymbals were distributed to more than 20,000 people at the ghat. The local administration also pitched in with OOH creatives that asked people to come out and witness the spectacular turnaround of the city.”

The enthusiasm and participation shown by the locals of Ujjain during the Maha-Aarti organised by Dainik Bhaskar culminated into the Golden Book of World Records, comprising most people participating in this auspicious event.

To provide clean and cold drinking water in the hot months of April-May, Dainik Bhaskar has installed drinking-cum-RO plant at the main Mahakaal complex. A large LED screen too has been installed inside the complex, where people can see live visuals of the Mahakaal Garbha Griha.

Dainik Bhaskar is also coming up with a 500-page coffee table book, which will be a rich visual depiction of all facets of Ujjain with reference to the Kumbh. The book will borrow references from various religious texts like Skanda Purana and Bhag¬wat Purana, classical literature like Kalidas’ Meghdoot and Raguvansham, historical documents like government gazettes and various other contemporary publications.

Talking about this build-up, Vinay Maheshwari, Senior Vice President - Sales and Market Development and Brand Marketing, Dainik Bhaskar Group, said, “Being India’s largest and world’s fourth largest newspaper, we are driven by one of the core values of being connected with our stakeholders. Kumbh is an incredible platform to demonstrate that we care and hence, concentrated our efforts towards achieving this.”

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