Desi Communication the Kumbh Mela Way

The last couple of weeks have been very exciting times for Desi Brands. The Kumbh mela at Allahabad has created a forum for many brands to communicate in very innovative ways.




The first good example that caught my attention was the one from Hindustan Uni Lever (HUL). Using Public Health Concept of washing hands before a meal, HUL used their marquee brand Lifebuoy. Using a heat press and partnering with major caterers at the mela, HUL marked Rotis with the message' Have you washed your hands with Lifebuoy?'



I think this idea, medium and message is a brilliant use of the context and manipulating the same to get their marketing message across. As this is issued in pubic interest, I also feel it blends well with the objective of health and wellness. One of the images of the message is below.

The other Desi brand that made a big splash at the Kumbh was Dabur. They partnered with all the eateries at the mela asking them to give away the digestive hard boiled sweet, instead of the traditional saunf. Again this was a good use of the situation and partnering with a traditional channel rather than trying to impose their own way.



In both the situations above, I feel the marketers used local knowledge and insight to blend their campaigns with the larger event.



Hope more brands are able to use local desi events to blend their messages.



As usual I would love to hear your views on the same.