GCPL provides basic comforts for pilgrims at Kumbh 2019
World's biggest religious gathering Kumbh Mela has started from January 15, at Prayagraj (erstwhile Allahabad). This nearly two-month-long (January 15 to March 4) religious congregation is expected to see 130-140 million pilgrims and tourists. A major chunk of these devotees are known to come from across India, including rural and small towns. To make their experience a safe and comfortable one, Godrej Consumer Products Ltd (GCPL), the largest homegrown home and personal care Company in India, has rolled out multiple initiatives of its brands such as Goodknight Power Chip, Godrej Protekt Mr. Magic, Godrej No.1 and Godrej Nupur.
GCPL has in recent past launched many product innovations that are democratizing categories like household insecticide, hair colors and hand wash not only in urban but also in rural and small towns of India. To strengthen connect with pilgrims from these regions; the company’s brands have created multiple avenues across city to drive their proposition to visitors at Kumbh. Moreover, to break away from the brand clutter in the main commercial area of mela, GCPL has also expanded its activity avenues to hotels that are spread across the city.
Speaking on the company’s vision behind these initiatives at Kumbh Mela, Mr. Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, “As the largest home-grown home and personal care company, GCPL aims at being present across all relevant consumer touch points to engage with consumers in a personalized manner. Kumbh Mela is amongst the largest religious pilgrimage of faith facilitating an emotional connection with people. Be it Goodknight Power Chip giving protection from mosquitoes, Protekt Mr. Magic that offers hand hygiene, Godrej No.1 or Godrej Nupur, all brands are seamlessly integrated to empower pilgrims and ensure a memorable experience for them at the Kumbh Mela.”
As part of the hotel initiative, Goodknight Power Chip has tied up with 25 hotels across Prayagraj (Allahabad) to offer devotees at Kumbh, a stay at a hotel, protected from mosquitoes. Over 800 rooms of partner hotels have the Goodknight Power Chip pre-plugged in the rooms. Goodknight Power Chip, a revolutionary product with the power of 100 coils, ensures complete protection from mosquitoes to guests. To ensure sustained protection for complete mela period, a promoter team makes weekly visits to hotels for refurbishment of chip and machine. This entire service is being offered in the hotels on a complimentary basis for entire Kumbh period. Presence of the product in room is giving the brand an opportunity of generating product experience for consumers. The initiative is also promoted through customized branded collaterals like hotel façade branding, reception tent cards and door tags in each room.
Further, on the way leading to snan ghats, GCPL has created dedicated brand zones. These zones are managed by a team of promoters who engage the consumers through brand thematic activities. In one such zone made for Godrej Protekt Mr. Magic hand wash, a wash basin unit has been set-up wherein visitors can wash their hands using Godrej Protekt Mr. Magic hand wash. Additionally, near snan ghats Godrej No.1 and Godrej Nupur Henna based hair color have also done branding of female changing rooms to enhance brand visibility amongst core audience.