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Tag: Kumbh

  • Amazon India boxes it up for 2025 Mahakumbh Mela attendees

    Amazon India boxes it up for 2025 Mahakumbh Mela attendees

    MUMBAI: If you are Amazon, you have to do something different, something amazing, something out of the box, right? Which is what Amazon India has done.

    In a heartfelt endeavor to enhance the experience of attendees at the 2025 Mahakumbh Mela, Amazon India is stepping beyond conventional boundaries with its innovative “dibbon se badhkar” (More than just boxes) initiative.

    Amazon India director growth &  marketing (CMO) Pragya Sharma  emphasised that true innovation lies not just in creating new products, but in transforming lives by seizing meaningful opportunities.

    In collaboration with the Mahakumbh Mela authorities, the ecommerce giant  has repurposed its iconic cardboard boxes into portable beds. These thoughtfully-designed beds  are providing a much-needed oasis of comfort for tired attendees at vital locations including the lost and found center, the  Kumbh hospital, and for the Kumbh police. The beds serve as a sanctuary, offering respite to those navigating long festival days and nights.

    “Our initiative goes beyond conventional thinking; we’re transforming the very boxes we use into a solution that brings comfort and convenience,” said Sharma. “This is a testament to our collective commitment to serving communities with care and thoughtfulness.”

    This innovative idea aligns seamlessly with Amazon’s mission to enrich daily lives. As hundreds of millions gather in Prayagraj for this monumental event, the “dibbon se badhkar” initiative stands as a small yet significant step towards delivering much-needed care and comfort.

  • Geometry Encompass, HUL address sanitation at Kumbh Mela 2019

    Geometry Encompass, HUL address sanitation at Kumbh Mela 2019

    MUMBAI: To address the issue of sanitation, Geometry Encompass conceptualised and created four campaigns for Hindustan Unilever’s home and personal care brands, namely Active Wheel, Lifebuoy, and Vim at the ongoing Kumbh Mela.

    For Active Wheel, it surrounded its campaign around Kalpavas – a 30-day period of living in austerity and following a fixed schedule to transform the inner consciousness. Geometry Encompass recognised that it was a big challenge for the Kalpvasis to wear fresh clothes every day and thus conceptualised a unique ‘Wheel Wash-o-Cycle’ – a drum attached to a bicycle, which rotated on pedalling the cycle, recreating the function of a washing machine. Devotees simply had to fill the drum with water, add their clothes, sprinkle Active Wheel detergent powder, and pedal for 10-12 minutes, to enjoy fresh, clean clothes, free of cost.

    Two such Wheel Wash Stations were set up at the Kalpavasi tent city, each with more than 20 installations of ‘Wheel Wash-o-Cycle’, which use no electricity, save water, and can be easily used by anyone. Active Wheel also ensured an adequate supply of clean water and drainage systems in place. Through this, over 30,000 devotees were able to enjoy the comfort of fresh clothes during the Kumbh Mela. The brand has decided to donate the Wheel Wash-o-Cycles to nearby villages, post Kumbh, thereby continuing to make a difference in people’s lives. Active Wheel will also train the villagers to make the machine themselves, thus reducing the effort needed for manually washing clothes and empowering women to realise their ‘Fresh Soch’. By these efforts, Wheel hopes to help women realise their own dreams and entrepreneurial aspirations, and even earn revenue that they can help their families with.

    Geometry Encompass took the agenda of ensuring sanitation at the Kumbh Mela a step further when it worked with Lifebuoy and conceptualised two innovative campaigns to remind devotees to wash their hands after using the restroom as well as before eating their meals.

    In the first campaign, they developed an innovative ink after 3 months of rigorous research and testing. The ink was developed into a stamp which becomes an active reminder to wash hands. A visual red stamp was marked by over 150 Lifebuoy representatives who stamped 10,000 hands per day. As the devotees put their hands under a tap, the stamp lathered into soap and helped provide superior germ protection, ensuring a hygienic stay at the Kumbh. As a result, there were several attendees who approached promoters to have their hands re-stamped for later, and used a total of 3 lakh stamps to wash 6 lakh hands over the 30 days activity.

    Taking it one notch higher, Geometry Encompass and Lifebuoy distributed thalis, which were engraved with a message – ‘Kripaya pehle sabun se haath dhoyein’ (please wash your hands with soap first). The Lifebuoy branding was a part of the thalis which were distributed at meal centres, to be washed and reused, effectively delivering the message to millions of visitors. Lifebuoy also addressed the issue of washing one’s hands after visiting the washroom by stamping the hands of those using public restrooms with an ink that had a layer of soap on it. The ink dissolved on contact with water, ensuring their hands were washed thoroughly.

    Appreciating Lifebuoy’s efforts, ACMO Dr VK Mishra, nodal officer sanitation Kumbh Mela Prayagraj said, “We appreciate the role played by Lifebuoy as ‘Swasthya Sehbhagi’ (Hygiene Partner) in this grand event to spread the message of hygiene and sanitation. We are hopeful that these initiatives will help drive a behavioral change among the masses.”

    Geometry Encompass also highlighted the efficacy of Vim dishwashing soap by replacing mirrors in public restrooms with thalis washed with the brand. The plates were so clean and shiny that the reflective surfaces acted like mirrors.

    Speaking on the successful conceptualisation and execution of these campaigns, Geometry Encompass CEO Sukrit Singh said, “These campaigns are testament to a fulfilling two decade long partnership with HUL. I am proud that this partnership beyond the realm of advertising, is focusing on behavioural change instead. We, at Geometry-Encompass, strive to create pivotal consumer experiences in all the work we do. The year has just begun and we have already rolled out two of the most talked about campaigns at the Kumbh, I can’t wait for everyone to see what else we have in store!”

    Geometry Encompass managing partner Shankar Shinde said, “Geometry Encompass collaborated with HUL to play a pivotal role in creating impactful, purpose driven campaigns during Kumbh 2019. Be it the Lifebuoy Hygiene Stamp – that washes away germs and preconceived notions about personal hygiene and handwashing, or the Wheel Wash-o-Cycle, that inculcates the philosophy of “Pehno Fresh and Socho Fresh”. Fresh thinking is optimising the mundane task of washing clothes, encouraging women to fulfil their dreams in the time saved. These campaigns, embedded with a strong purpose of helping consumers at large, have helped create a lasting impact for HUL at the Kumbh.”

    Geometry Encompass executive creative director Arpan Jain added, “Being committed to inspiring action through behaviour and experience-led ideas, we’re constantly trying to move away from the idea of ‘sheep dipping’ people in a brand, and instead, focusing on creating behavioural change. While we recognise that habits do not change by just spreading the word; we also need to provide the right reasoning and tools at the right moment! With our Wheel Wash-o-Cycle and Lifebuoy Stamp of Hygiene campaigns, we are doing just that, providing consumers the right reasons and tools to enable behavioural change.”

  • Ogilvy & HUL Partner to Help People ‘Start A Little Good’at Kumbh!

    Ogilvy & HUL Partner to Help People ‘Start A Little Good’at Kumbh!

    MUMBAI: There are some initiatives that surprise the audience, some that make people think & then there are some rare initiatives that push people to make things better and contribute towards something substantial. Hindustan Unilever Limited’s Start A Little Good – “SwachhtakiSawari” manages to do all the above.

    Empowering the boatmen community of the region, the company has joined hands with Kumbh Mela authorities in keeping the Sangam clean this year. Sangam – a confluence of the Ganga, Yamuna and Saraswati rivers is considered a holy spot, a dip in it – referred to as ‘ Snaan’ – is believed to wash off one’s sins. The river is only accessible by boat and considering the volume of visitors, a substantial amount of littering (plastic bags, flowers, garlands and other offerings) ends up polluting the river. It is carelessly left to the authorities alone to manage after the mela is over, a mammoth and an almost impossible task.

    To address this challenge, Hindustan Unilever partnered with Ogilvy to conceptualize a simple & innovative solution – ‘Swachhata Ki Sawari’ that aims to keep cleaning the river unceasingly. 

    The mechanism involves simply attaching two nets on either side of 100 boats, which ferries devotees to and from the Sangam. Once the boat is in the river, the nets which are closed at one end, collect floating garbage during the journey and once it reaches the shore to disembark passengers, a team of cleaners remove the garbage from the nets and reinstall clean nets. The cleaners then transport the collected waste to the designated garbage area on each ghat.

    Explaining the idea, KainazKarmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), commented on this project, “Simplicity is the most difficult thing to achieve. This idea achieves that. Practical, low cost and highly effective, this innovation turns everyday boats into vehicles of cleanliness.”
    Speaking about the newly launched initiative, Executive Director, Homecare, HUL, Priya Nair, said ‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackling growing issues like plastic pollution and waste management that we face today. We hope that this initiative will benefit in keeping the Sangam clean during the Kumbh and   create awareness amongst consumers”.

    On visiting Kumbh Mela, Harshvardhan Bajpai, MLA, Prayagraj North said, “To me, Swachhata Ki Sawari nets are the result of out of the box thinking; a very simple idea to a very practical problem. Deceptively basic, it’s a great example of building a sense of responsibility within the Nishad (boatmen) community and pilgrims who visit Kumbh Mela. And it’s almost poetic how the boats that ferry pilgrims to cleanse their soul in the Triveni Sangam also subconsciously help them in keeping it clean.”

    The initiative managed to create a beautiful synergy between a mega brand like HUL and the limitless power of the common man to bring a sustainable change, a start for a lot of good!

  • The Kumbh of Corporate reporting minds – the 8th AR Conclave will witness the convergence of corporate reporting authorities and enthusiasts this Thursday, 14th February

    The Kumbh of Corporate reporting minds – the 8th AR Conclave will witness the convergence of corporate reporting authorities and enthusiasts this Thursday, 14th February

    MUMBAI: Get ready for the country’s oldest conference on corporate reporting, AR Conclave is staging its eighth edition at ITC Maratha, Mumbai on Thursday, February 14, 2019. Expanding its ambit beyond India for the first time, this year the conclave will witness the convergence of corporate reporting authorities and enthusiasts at a day-long event, carefully split in two distinct parts – deliberation and celebration.

    During the conclave more than 250 senior corporate delegates from corporate finance, secretarial, sustainability, investor relations and stakeholder communication would brainstorm on the three key aspects; corporate governance, annual reports and sustainability.

    While an array of expert speakers and panelists would add depth and breadth to an epic day of interactive brainstorm, Report Insights’ research team and priceless report library is readying a heady mix of reporting cocktailing the form of three star items.

    AR Monitor – South Asia

    ‘AR Monitor – South Asia’, a benchmarking study of nearly 2800 annuals from South Asia would present ‘South Asia Top-30’ Annual Reports. Leveraging ReportInsights’ proprietary report evaluation tool, it would analyze and highlight the best practices across four varied metrics of Engagement Value, Info-richness, Strategic Orientation and Objective Performance Analysis.

    Global AR Exhibition

    A star attraction from the very first AR Conclave 2011, the ‘Global AR Exhibition’ will display a hundred choicest Annual Reports from across the globe, from across the industry sectors, market capitalization and revenue spectrum. Drawn from the vast and updated AR Library, the display will also highlight what is worth emulating from each of these reports.

    The ‘Global AR Exhibition’ will be another attraction post the conclave where hundred choicest global annual reports from across the globe, industry sectors, market capitalization and revenue spectrum will be showcased.

    Trendsetters – Indian Annual Reports 2014 -2018

    AR Conclave 2018 will also witness the launch of AR insight’s first ever Coffee Table Book – Trendsetters – on corporate reporting. The Coffee Table Book is a culmination of extensive study and benchmarking of Indian Annual Reports for the last five years (2014 to 2018). Trendsetters will capture the evolution of Indian Annual Reports over the last five years, encircling changes induced by regulatory framework, as well as best global practices. A panel of experts and some industry leaders will crystal-gaze into the future of Indian corporate reporting to set the agenda for coming years for Indian companies.

    CEO – arinsight & Managing Director- reportinsight, Mr. Pravin Ujjain said, “Since 2011, AR Conclave has fast established itself as the ultimate forum of corporate reporting in India. It brings together the crème de la crème of the corporate world. The idea of such conclave is to get all the biggest sources of inspiration together so that they can present their stories and ideas in the most innovative and engaging ways.”

    On the day of the event, AR conclave will be honored to host 19 renowned speakers from governance, sustainability, capital markets, regulation, investor relations and stakeholder communication will share their practical insights with the delegates. Mentioned below is the list of speakers;

    Mr. Ujjain added, “The event will be a starry affair and we promise to deliver one of the most insightful and interactive conclave with a mixture of experience, knowledge, enthusiasm and innovation “

  • Hamam takes an innovative approach to uphold the dignity of women devotees at the Kumbh

    Hamam takes an innovative approach to uphold the dignity of women devotees at the Kumbh

    MUMBAI: Before you read this, do an internet search using the keywords – ‘Women at Kumbh’. Most, if not all, of the pictures your search will yield will be of women in saris and petticoats taking the Holy Dip. Clothes which are clinging to their bodies as soon as they get wet, making these women vulnerable to prying eyes.

    Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. The brand lives this philosophy not only through its communication but by also engaging through direct initiatives such as putting up ‘CCTV hoardings in Chennai’ and conducting school contact programs that train young girls in Self-Defense.

    Extending its initiative to the Kumbh 2019, the brand started its journey by sponsoring women only changing rooms at the ghats. But soon realized that this is not enough, as the walk to the changing room after the dip in the river is when polyester or cotton saris are wet and clinging, leaving women most vulnerable to unsolicited attention and even pictures.

    Working with brand partner, Ogilvy India, Hamam has created a simple yet effective solution – Waterproof Sarees for women which form a large part of the Kumbh gathering! The same sari that the women are used to, but with a simple layer of waterproofing treatment that makes the fabric aqua phobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.  

    The Hamam waterproof saree is designed in a charming yellow color and was made available to devotees on the auspicious occasion of Basant Panchami today, which is one of the five most important Shai Snan dates when devotees gather in large numbers for the Holy Dip to cleanse their body and soul. Also called the Saraswati Snan day, devotees are known to welcome this festival wearing traditional yellow attire and worshiping Goddess Saraswati (the Goddess of learning and knowledge).  

    Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Harman Dhillon, General Manager, Skin Cleansing India at Unilever said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions. The Waterproof Sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have the right to take the Holy Dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”

    Sukesh Nayak, Chief Creative Officer and the man behind the waterproof sarees shares how he came up with this idea: “Under our #GoSafeOutside platform, we intiated ‘The Waterproof Sarees’ at Khumbh. An innovative way of helping women preserve their modesty while taking the Holy Dip. Helping them take a bath in the river in the open without worrying about the preying eyes.”

  • Hamam ushers in Basant Panchami by providing waterproof sarees at Kumbh

    Hamam ushers in Basant Panchami by providing waterproof sarees at Kumbh

    MUMBAI: To extend its #GoSafeOutside campaign that aims to empower women with skills and means to counter their vulnerability, Hamam initiated a unique campaign by designing special waterproof sarees for Kumbh 2019.

    The brand shared in a press statement, “Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. Extending its initiative to the Kumbh 2019, the brand started its journey by sponsoring women-only changing rooms at the ghats. But soon realized that this is not enough, as the walk to the changing room after the dip in the river is when polyester or cotton saris are wet and clinging, leaving women most vulnerable to unsolicited attention and even pictures.”

    The release further stated, “Working with brand partner, Ogilvy India, Hamam has created a simple yet effective solution – Waterproof Sarees for women which form a large part of the Kumbh gathering! The same sari that the women are used to, but with a simple layer of waterproofing treatment that makes the fabric aquaphobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.” 

    Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Unilever general manager, skin cleansing India Harman Dhillon said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick-starting conversations and facilitating solutions. The waterproof sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about their view of women. If men have the right to take the holy dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”

    Chief creative officer and the man behind the waterproof sarees Sukesh Nayak noted, “Under our #GoSafeOutside platform, we initiated ‘The Waterproof Sarees’ at Khumbh. An innovative way of helping women preserve their modesty while taking the holy dip. Helping them take a bath in the river in the open without worrying about the prying eyes.”

  • News18 India’s Bhaiyaji Kahin Travels to Kumbh

    News18 India’s Bhaiyaji Kahin Travels to Kumbh

    MUMBAI: News18 India’s much-admired show “Bhaiyaji Kahin” as it travels to Prayagraj (Allahabad). A travelogue-cum-chaupal, the show will provide a comprehensive and unparalleled ground-level view of the Kumbh festival.

    In line with bringing the most diverse programming, the special edition of Bhaiyaji Kahin will capture mood of people and will provide a platform to devotees who gather from all around the globe to share their experiences of the Kumbh Yatra. Anchored by Prateek Trivedi, the show will additionally focus on environmental issues and host discussions around topics ranging from Ganga cleaning to environmental imbalance to sanitation to water conservation, to name a few.

    With his rustic and people oriented approach, Prateek will make this Kumbh Yatra with Bhaiyaji Kahin a truly unique experience for the viewers.

  • Big Magic Ganga announces ‘Mele Ka Big Star’ season 7

    Big Magic Ganga announces ‘Mele Ka Big Star’ season 7

    MUMBAI:  Reliance Broadcast Network’s regional channel Big Magic Ganga has launched season 7 of Mele ka Big Star, after a resounding response for the previous 6 seasons. Combining the biggest melas of Uttar Pradesh and Bihar, Mele ka Big Star will bring forth hidden talent from across the Hindi heartland.

     

    The channel has roped in Dabur Red Paste as a presenting sponsor and Reliance Cement as the powered by sponsor.

     

    With 92.7 Big FM as the Radio partner, Mele ka Big Star is spread across nine cities and nine mela’s and will reach out to more than 15 million people from the region. Viewers can also tune in to Big Magic Ganga for details or submit their auditions through Mele ka Big Star app which is available at the Google Play Store.

     

    In addition to this, a high decibel marketing approach to the show will facilitate an extensive forum for marketers to directly connect with their consumers. The show will be promoted through TV, radio, digital and print.

     

    Speaking about the property, a spokesperson from Big Magic Ganga said, “ Mele ka Big Star has come a long way, ever since we launched the first season in 2012. The response from the audience has been overwhelming and it only encourages us to go out there to put up a bigger and better show with every passing season. With season 7, we are trying to raise the bar in terms of audience engagement. Like every year, our aim is to bring talent from the Hindi heartland to the world at large, and we are confident of yet another successful season.”

     

    The grand finale will be aired on Big Magic Ganga and the winner will be presented with the title of Mele ka BIG Star-season 7 and an opportunity to showcase his or her act on one of Big Magic Ganga’s special shows.

     

    The show has already travelled to some of the biggest melas of the Hindi heartland including Kumbh, Sonepur, Meerut Nauchandi, Aligarh Numaish etc. More than 7,500 performers have lived their dream on Mele Ka Big Star’s unique platform.