Companies spend money lavishly to make their brands reach the millions of people who come to take a dip in the confluence. Crores were also spent from the Corporate Social Responsibility (CSR) fund to present a good image of the company.
According to the officials handling branding work in the fair, companies spent about Rs 5000 crore in the name of brand promotion in the 45-day Maha Kumbh.
Seeing the possibility of a crowd of crores in the Maha Kumbh, dozens of renowned companies like ITC, Coca-Cola, PepsiCo, Adani Group, Hindustan Unilever, Dabur, Bisleri, Emami, Reliance Consumer Products, SpiceJet had come into the field aggressively for brand promotion. The competition among the companies has sent the prices of branding sky-high.
A jump of about four times was seen as compared to the last Kumbh. Shruti Sajal, who is handling the branding and promotion of many renowned companies, says, that in the last Kumbh, 40-50 thousand rupees were paid for the hoardings. This time 1.5 lakh to 3 lakh rupees had to be paid for them.
A huge amount had to be spent on promotion.
A huge amount had to be spent on promotion from unipolar, watch towers and barricades to police booths. There was tough competition among the companies to grab prime locations. Due to this, the prices increased so much that one and a half lakh rupees had to be paid for each police booth.
The companies especially used boats, unipolar, hoardings, luxury tents, watch towers, barricades, and police booths for branding. The help of the passenger rest house was also taken. However, the companies had to spend about 25 lakh rupees for this.
5 lakhs had to be paid for 50 changing rooms
5 lakhs had to be paid for 50 changing rooms, 3.5 lakhs for 180 mobile phone charging points, and 7.5 lakhs for air balloons. Parking was also used for branding while advertisements were put up at a high price on the main roads leading to and from the ghats, and entry points.
Officials of the Hyderabad agency, which is handling most of the advertising work in Mahakumbh Nagar, say that about five thousand crores of rupees have been spent on brand promotion. Some other companies are also working here.
From bhangra to free rides for the devotees
During Mahakumbh, the Ambani-Adani group also stood firm with full force. Both the groups, which are among the largest business groups in the country, did charitable service for a month. The Adani group established itself by providing free rides to the devotees through electric golf cart service, distributing bhandaara, and free religious booklets. At the same time, Reliance Industries, with the help of a partner organization, reached out to the devotees through a huge bhandaara. Apart from this, other organizations also spent CSR funds on various works.
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