Emami rolls out high visibility campaign for Kesh King at Simhasth Kumbh Mela

After acquiring the Kesh King brand in 2015, Emami Limited, the Indian FMCG major, has formulated an integrated marketing and communication strategy for the brand targeting the Simhasth Kumbh Mela at Ujjain. The brand has launched a major visibility campaign at the ongoing Ujjain Simhasth Kumbh to establish a direct connect between the consumers and the brand’s time tested ayurvedic benefits.

Apart from using popular communication tools like print, television and outdoors and new media like digital, Kesh King brand has been very active in fostering and strengthening its connect with that consumer profile which is beyond the reach of other media through platforms like traditional and rural fairs and festivals. Last year, Emami engaged in significant brand promotion at Nasik Kumbh Mela also.

Simhasth Kumbh Mahaparv is one of the four Kumbh Melas celebrated as largest spiritual gathering in the world. It is based on the celestial line of planets and the signs of the Zodiac which occur in every 12 years. Pilgrims take holy dip on the banks of the river Kshipra in the Ujjain City of Madhya Pradesh on this occasion.

To garner strategic brand visibility, brand Kesh King has put up 4 huge Arch Gates at the entrance of prominent ghats like Ram Ghat, Malwar Bazar and few more. With their stately height, pilgrims coming to the Kumbh Ghats can see the brand’s presence from far off. Closer to the ghats, Kesh King has put up branded changing rooms where pilgrims can change before taking the holy Kumbh dip. Besides this, Kesh King has also put up around 200 banners throughout the mela ground to garner higher visibility.

Speaking about the brand’s activation strategy at the Ujjain Kumbh Mela, Priti Sureka, Director, Emami Limited, said, “For a consumer brand like ours, nothing can be a better platform than KumbhMela since it is one of the huge human congregations in the world where a brand can have targeted communication with a captive audience who are not so well acquainted with other forms of media. For example, Kesh King has put up changing rooms at Ujjain Kumbh. This is a place where a consumer is all alone without any distraction and thus it gives a brand a great opportunity to converse directly with its TG. Moreover, traditional value systems form a crucial part of our TG’s ethos, and an event like the Kumbh gives us an opportunity to underline Kesh King’s platform of providing the best products from the time tested tradition of Ayurveda, with the consumers on a real time basis.”