Tag: Kumbh mela

  • Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition

    Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition

    MUMBAI: The Maha Kumbh, a grand spectacle of devotion and spirituality, witnessed a marketing marvel as Laqshya Media Group rolled out a meticulously planned Out-of-Home (OOH) campaign for Santoor. Over a period of three months, the campaign seamlessly merged spiritual tradition with modern branding, ensuring that millions of devotees and travellers were immersed in Santoor’s message of purity and nourishment.

    Santoor’s ‘Sangam’ campaign, rooted in the essence of haldi-chandan, resonated deeply with attendees, aligning perfectly with the sacred confluence of the Ganga, Yamuna, and Saraswati rivers at Prayagraj.

    Executing an OOH campaign at the Maha Kumbh isn’t just about putting up billboards; it’s about understanding human movement, behaviour, and engagement patterns. With precision planning, Laqshya Media positioned Santoor’s branding at high-impact locations, ensuring unmatched visibility. The larger-than-life billboards, adorned with vibrant Santoor imagery, not only enhanced brand recall but also mirrored the spiritual sanctity of the event.

    As the Kumbh unfolded, the campaign became an omnipresent visual experience, embedding itself into the consciousness of millions. Whether it was pilgrims seeking divine blessings or first-time travellers navigating the grandeur of the event, Santoor’s presence was felt everywhere.

    Wipro Consumer Care & Lighting SVP, S. Prasanna Rai expressed his excitement, stating, “The Kumbh Mela offers unparalleled reach, and with the right messaging, can significantly enhance brand perception. Our Santoor Kumbh campaign, which integrated our ingredient messaging with the concept of ‘Sangam,’ aligned perfectly with the event. Laqshya, our strategic media partner, helped amplify the Santoor message manifold by plugging the contextual message at the relevant places, touching millions of consumers.”

    On the execution front, Laqshya Media Ltd COO Amarjeet Hudda remarked, “Executing an OOH campaign at the Maha Kumbh requires a deep understanding of audience flow, contextual messaging, and strategic placement. We took on this challenge with a mission to ensure Santoor’s presence was not just seen but truly experienced. The overwhelming response reaffirms our belief in the power of impactful outdoor advertising in a cultural spectacle of this magnitude.”

    The campaign seamlessly blended age-old rituals with modern marketing, proving that outdoor advertising, when executed with purpose and precision, can leave an indelible mark—even in the most spiritually charged settings. 

  • HistoryTV18 showcases the largest human gathering on earth, in a spectacular new original,‘Kumbh: Among the Seekers’

    HistoryTV18 showcases the largest human gathering on earth, in a spectacular new original,‘Kumbh: Among the Seekers’

    MUMBAI: Adding to its rich offering of Indian originals, HistoryTV18 presents a one-hour special about the world’s most spectacular human gathering, the Kumbh Mela. The incredible festival is widely known to be the largest peaceful gathering on the planet. According to official estimates, a staggering 240 million people converged on Prayagraj, formerly the city of Allahabad, over two months. That’s more than three times the number of people that came to New York, the world’s most visited city in 2019, over the entire year! The documentary takes viewers among the believers and behind the scenes of the Kumbh Mela, to find human stories, present jaw-dropping facts, and take a closer look at the gargantuan logistics of the world-famous mega-event. While decoding its present-day avatar, the multi-dimensional narrative also traces the known history and enduring folklore of the centuries-old fair.

    The original production, almost a year in the making, captures the breathtaking spectacle of the Kumbh – from build-up, through key phases, to the final day of the seven-week long Mela. Filming by day and night in high definition and 4K, high-speed cameras follow the action, bringing iconic images, unseen perspectives, and revealing details to the screen. The flood plains of Prayagraj and the banks of the confluence of the Ganga, Yamuna, and mythical Saraswati rivers, form the stage upon which the drama unfolds. Scenes of festivity, processions, and thousands of ascetics charging into frigid waters for the holy baths of the Shahi Snaan, are some of the highlights. The changing seasons, myriad moods, vivid colours, and sheer scale, make for a compelling visual feast. The myriad challenges of managing crowds, providing security, and organising basics like food and accommodation, get their due place in the documentary. Viewers will get a sense of what it takes to pull off history’s biggest religious event. Candid moments and the spectrum of emotions — from anxiety and despair, to hope and joy — play out at the Khoya-Paya (Lost & Found) Centres, in a heart-warming sequence. Historical archive footage and graphical representations further enrich the factual storytelling. Naga Sadhus, wearing only ash and dreadlocks, akhaaras, pilgrims, foreign visitors, VVIPs, organisers, mounted-police, officials, cooks, volunteers each with a purpose or on a quest, present the many faces of the Kumbh. In this churning sea of humanity, the narrative zeroes into quiet moments, to tell intimate stories of individuals and what the Kumbh means to them. The varied cast of characters includes a Bollywood cinematographer, a member of the third-gender Kinnar Akhaara, a Sadhvi of American extraction, an artist, and the head of the control and command centre. Along with top-end production values, never-before-seen footage, research, and catchy stats, the film also benefits from the insights of an erudite panel of experts. The cultural historians and authors featured in the film, shine a light on the fascinating nuances, ideas and belief system that are at the heart of the Kumbh Mela — a shared human experience like no other. 

    HistoryTV18 aims to tell stories of India that engage, inform, and entertain.

    ‘Kumbh: Among the Seekers’ premiering on January 29th, 9 PM is the latest in a set of dramatic documentaries about India’s rich cultural history and the elemental human quest to find answers to life’s enduring mysteries.

    Pilgrims, visitors, and curious seekers come to Kumbh looking for spirituality, spectacle, or salvation. They come from India and across the globe. The Ardh Kumbh of 2019, held at the Triveni Sangam at Prayagraj, was the largest religious congregation, ever. Its central message remains spiritual and its appeal universal. In ‘Kumbh: Among the Seekers,’ viewers will meet devotees from far away shores, seeking to transcend the material and connect with something intangible and meaningful. Some come to find themselves, some to escape, and some to renounce the material world. The thirteen Akhaaras or Hindu monastic orders are spotlighted, as they arrive in Prayagraj. The wandering mystics of India, the Naga Sadhus, are the rock-stars of the Kumbh Mela. The film captures the exalted status of those who have renounced the world. In time-honoured tradition, these Digambar or skyclad, who own nothing, are seen leading the faithful in the holy Shahi Snaan. Just as the waters of sacred rivers merge at the confluence, a multitude of ideas, influences, cultures, and languages mix in the great melting pot that is the Kumbh. Everyone is welcome here. 

    Taking viewers back to the weeks preceding the Mela, ‘Kumbh: Among the Seekers’ shines a light on the challenges and scale of operations. The event entailed building the largest temporary city in the world, spread over 32 km. As many as 130 Million pilgrims camped here. The Mela area had 300 KM of roads and 22 pontoon bridges built in record time. There were also thousands of make-shift kitchens serving daily bhandaras, CCTV cameras, wireless networks, supervised lost and found centres, 3,500 megaphones, and fifty-thousand security personnel. It was unprecedented in scale and cost over 4,000 Crores. The high-powered dignitaries visiting the Prayagraj Kumbh, included the President and the Prime Minister of India, whom we also see in the film.

    Avinash Kaul, MD A+E Networks | TV18 and CEO Network18, says, “At HistoryTV18, we believe in telling stories that are engaging, visually spectacular, as well as relevant for our viewers. ‘Kumbh: Among the Seekers’ is not just a compelling story, it's a celebration of a living wonder, quintessentially Indian yet universal in its appeal. The show does a fabulous job of chronicling a recurring event in our cultural history, which continues to grow and evolve.” 

  • Shemaroo Entertainment presents a 360° video series on Kumbh Mela

    Shemaroo Entertainment presents a 360° video series on Kumbh Mela

    MUMBAI: Shemaroo Entertainment Limited, one of the India’s leading pioneer in the arena of content ownership, aggregation and distribution has curated a 30-Day series on Kumbh Mela capturing every aspect of the world’s largest congregation of Hindu devotees. The company had curated a special section on the “Shemaroo Bhakti App” for the devotees visiting Kumbh Mela this year, which covered the history of Kumbh Mela, the upcoming events, travel & stay options and services available at the Mela for its subscribers. 

    Shemaroo did a 360° video shoot of almost all the prominent places in Kumbh along with important bathing dates. The video shoot got its due recognition by viewers on Shemaroo Bhakti YouTube channel and Shemaroo’s social media platforms. Till now, Shemaroo is the only company to shoot a 5-episode series in a 360- degree documentary format with a voiceover covering various Prominent Gurus, Mauni Amavasya Shahi Snan, Infrastructure at Kumbh and the shots of the famous Hanuman Temple & Ganga Aarti. For best experience viewers should watch the videos through virtual reality glasses. 

    Shemaroo has also released another 30-Day video series, “Kumbh Mela 2019” showcasing sector wise information of various Akhadas, Big Pandals, arrangements made by the government for Kumbh, interviews of the devotees visiting Kumbh, VVIP’s and all the famous Guru’s, Mahant’s and Baba’s. Viewers can see each aspect beautifully captured and all the activities that took place at this year’s Kumbh Mela. Shemaroo is the only company in the industry who has covered a 30-day long series on Kumbh Mela. Each episode is around 25 minutes and gives great insights and stresses on different aspects of Kumbh. This video series went live on various DTH services powered by Shemaroo like Om Shakti on Airtel, Tata Sky Aradhana, Active Bhakti on Dish & Videocon DTH. The series till now has garnered over a million views and counting. Shemaroo Bhakti’s Facebook page has till now managed to reach out to over 1 million devotees through the video series. 

    “Shemaroo Bhakti App” App can be downloaded through Google Play Store or by giving a missed call on 8824022011. Subscribers can also log on to Shemaroo Bhakti’s YouTube channel by clicking on http://bit.ly/2Otyjyl  to see the entire Kumbh Mela video series. 

  • ICICI Lombard encourages women to #BajaoTaaliSehatWali at Kumbh Mela

    ICICI Lombard encourages women to #BajaoTaaliSehatWali at Kumbh Mela

    MUMBAI: To help the women in taking health matters in their own hands, quite literally, this Kumbh, ICICI Lombard launched a unique wellness-focused initiative #BajaoTaaliSehatWali.

    Targeted at women pilgrims participating in the ritual of bhajan-kirtan, ICICI Lombard came up with a unique idea of using the ‘clapping therapy’ as a medium of improving their overall health. To this extent, the insurer designed “Clapping Gloves”, an innovative product equipped with the protrusions on the inside that activated the acupressure points with every clap.

    As per the brand, the majority of these women attendees are either housewives or women involved in heavy manual labour for whom their own health is the last thing in the list of priorities. Many, due to sheer negligence of their health, suffer from rheumatic, coronary and several other diseases.

    Continuous clapping for 20 minutes, using these gloves equipped with protrusions, helps in improving overall blood circulation, digestion, eyesight, and other vital organ functions with the help of acupressure therapy. Additionally, the gloves also act as a good cover against the freezing weather at Kumbh.

    Speaking about this campaign, ICICI Lombard General Insurance executive director Sanjeev Mantri said, “Rural women in India are always occupied in tending to their kitchen, their children and their family thus seldom paying attention to their own health. Most of these women who visit holy places get an inadvertent break from these household chores. Under our overarching Wellness theme, we wanted to use this opportunity during the Kumbh Mela, to safeguard the health of millions of women. The idea was to convert a common act of clapping into a wellness deed. With the overwhelming response that we have received at Kumbh, we expanding this initiative to the rural areas of Gujarat and Rajasthan. What started off at Kumbh promises India’s women to get healthier with one clap at a time. We urge every woman to #BajaoTaaliSehatWali and live a happy and healthy life.”

    ICICI Lombard’s “Clapping Gloves” campaign is a part of the overall #DoTheDifficult initiative under the umbrella of the wellness program of the company, with the objective to promote, incentivize and reward the public at large by helping them adopt healthy behaviour.

  • The Brahmastra journey begins on Maha Shivratri, at the Kumbh Mela!

    The Brahmastra journey begins on Maha Shivratri, at the Kumbh Mela!

    MUMBAI: On March 4th, the auspicious day of Maha Shivratri, and the culmination of the Kumbh Mela, the team of Brahmāstra, Ranbir Kapoor, Alia Bhatt and Ayan Mukerji, launched a swarm of drones that illuminated the evening sky to reveal the Brahmāstra logo. (watch the event video – https://bit.ly/2NGcBab)

    Above the confluence of three sacred rivers – the Ganges, the Yamuna and the mythical Saraswati, at the sacred Triveni Sangam of Prayagraj, with a background of over 10 million visitors, a whole phalanx of drones flew overhead to light up the sky with the logo of the film.

    Set in contemporary India, but imbued in Indian mythology, magical energies and powers, Brahmāstra is a film that takes us to a spectacular new world beyond our imagination – a blend of massive spectacle, storytelling and emotion. The makers could not imagine a more fitting platform than the Kumbh to commence the Brahmāstra journey.

    Says Karan Johar – “The Kumbh is the epitome of our rich cultural history and is a reminder of our roots. It is everything that India stands for, a confluence of spirituality and history”

    Adds Apoorva Mehta, CEO, Dharma Productions “There could not be a more befitting canvas for us to initiate our journey. We thank the platform for this wonderful opportunity”

    Vijay Singh, CEO, Fox Star Studios, “Brahmāstra, at its core, is a vehicle that brings alive the boundless wisdom of ancient India. And what better event than the Kumbh that showcases India at its finest, as an ancient tradition of all its different cultures coming together in a glorious melting pot.”

    Ayan Mukerji – “Brahmāstra is a film deeply inspired by the spirit of Indian history and mythology. The film aspires to touch that chord of Indian spirituality that exists within all of us. I feel very grateful that we can kick start the journey for our very ambitious film on the occasion of Maha Shivratri at the Kumbh Mela. May all the positive energies at Kumbh rain down upon our movie! “

    From a strategically placed take-off and landing pad at the sangam point, the drones went through several levels of checks, simulations, capability tests, formation pre-runs and light sequencing to prepare for the grand logo reveal. Special drone pilots were engaged to make this spectacle happen. The planning and execution took over 6 months to come together.

    Shikha Kapur, CMO, FSS – “This has been the most exciting and challenging launches to plan and execute. What seemed like an impossible idea became a dream we committed ourselves to pursue. It’s a testament to the passion that FSS, Dharma and all our partners bring to the film to make the impossible happen”

    The Brahmāstra trilogy is a three–part–film, the first part is slated for release on Christmas 2019.

    Directed by Ayan Mukerji, Produced by Hiroo Yash Johar, Karan Johar, Apoorva Mehta, Namit Malhotra, Ranbir Kapoor, Ayan Mukerji & Fox Star Studios.

    Brahmāstra stars Amitabh Bachchan, Ranbir Kapoor, Alia Bhatt, Mouni Roy & Nagarjuna Akkineni.

  • CEAT makes Kumbh Mela a safer pilgrimage with innovative “Safety Banner”

    CEAT makes Kumbh Mela a safer pilgrimage with innovative “Safety Banner”

    MUMBAI: Identifying three of the biggest challenges at the ongoing Kumbh Mela as injuries, crowd control, and women safety, CEAT introduced a unique ‘Safety Banner’ at the site to overcome them. Now, CEAT has launched its digital campaign communicating the efficiency of the Safety Banner as a solution to these problems.

    The company shared in a press statement that the CEAT Safety Banner is an easy-to-use multipurpose safety device which seamlessly transforms into a stretcher to carry the injured, a barricade for crowd control and a changing room. By conceptualising CEAT Safety Banner, the company has taken its motto – making mobility safer and smarter every day – to a whole new level.

    On the release of the digital campaign, a spokesperson commented, “The CEAT Safety Banner allows the devotees to have a safe and hassle-free experience at the Kumbh Mela; which is one of the greatest gatherings in the world. Our idea was to develop a solution that connects with our audience and addresses some of the major safety concerns, that the authorities face in a mega event like this. Going forward we aim to create the right impact through initiatives like these and will continue our journey in making mobility safer and smarter for everyone.”

  • Ogilvy & Bajaj Platina ComforTec 110 offer ‘Aaram Rath’ Rides at Kumbh 2019

    Ogilvy & Bajaj Platina ComforTec 110 offer ‘Aaram Rath’ Rides at Kumbh 2019

    MUMBAI:  Taking the proposition of ‘Jhatka Mana Hai’ , Bajaj has introduced the ‘Platina ComforTec 110 Aaram Rath’ at the 2019 edition of Kumbh Mela, the largest human congregation in the world. Organised in collaboration with Ogilvy, the ‘Aaram Rath’ is offering free ride services to the elderly and disabled pilgrims. At its core, the activity was designed to increase brand love.

    All Bajaj Platinas were retrofitted with custom-designed backrests that support the pillion on the back as well as the side for added feeling of safety. Engineering of this backrest was done keeping the one-sided seating especially suited for sari-clad women.

    Bajaj Auto vice president Narayan Sundararaman said, "With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided back rest specially made for the audience. We are thrilled that this activity has been so well received. I can only imagine the countless blessings we have gathered along the way."

    Ogilvy India (West) office leader VR Rajesh noted, "It is not often that we get an opportunity of this scale and this nature. Kumbh Mela attracts people of myriad backgrounds and geographies. The locales and crowds make it very difficult for devotees to access different parts of the Kumbh city and the ghats. This is the challenge that excites us the most. Amongst all our brands, we picked Bajaj Platina as the perfect fit for the application. In our concrete jungles, Bajaj's Platina transports millions daily. All done in supreme comfort. In our latest film 'Jhatka Mana Hai' we made Platina the protagonist that is positioned to increase brand love for Bajaj. At Kumbh, Platina is the only two-wheeler that is saving the effort of navigating distances and crowds for thousands of needy. This is a perfect fit that will pave the way for many more such applications."

    Along the route allotted (Phaphamau Bus Stand to Naagvasuki Temple, Prayagraj) from where the Platina rider who is fondly called the ‘Aaram Rath Saarthi’ would ferry the old pilgrims and ride them safely to the Sangam Nose (confluence of the 3 sacred rivers) or the bathing ghats for a dip and also ride them back to the spot from where they were picked-up i.e bus stop on the outskirts of Kumbh which connects the whole of Prayagraj to the Kumbh City.

    The authorities at Kumbh gave a green signal to this activity and were all praise offering their complete support and co-operation.

  • Eveready spreads ‘Dudhiya Roshani’ in Kumbh

    Eveready spreads ‘Dudhiya Roshani’ in Kumbh

    MUMBAI: Eveready gave a unique facelift to the Kumbh Mela-the largest conglomeration of humans on this planet-by welcoming to Prayagraj thousands of devotees with vast number of professional grade LED streetlights, which lit up the city in ‘Brilliant and Efficient "Dudhiya Roshani”’.  

    The tender to fix the lights at one of the biggest festivals in country and globally was bagged by Eveready due to its technically superior products and competitive price range.

    Emphasising on the importance of amenities for the Kumbh mela, Eveready Industries India Ltd (EIIL) senior vice president, sales and marketing Anil Bajaj said, “With a deep rooted mantra of making a difference to the devotees thronging the mega spectacle called the ‘Kumbh’, EIIL helped the Kumbh authorities in managing the smooth conduct of the mela by way of facilitating Sangam bound direction boards, changing rooms for ladies, police watch towers and tall standing media towers to name a few.”

    He further added, “Time and again, we have adopted several methods to positively impact the experience of devotees coming to this mela. The brand has established a strong connect through extensive on-ground activities.”

    Eveready Industries India Ltd vice president and business head luminaries Mangesh Khisty said, “We were honoured to supply more than 15000 professional LED lights for the Kumbh mela, helping the Kumbh administration in their efforts to make the area well-lit at all times and safe for the general public. EIIL also illuminated the path with street lights, reiterating the ethos of the brand.”

  • Discovery to premiere Oprah’s ‘Belief’ in February

    Discovery to premiere Oprah’s ‘Belief’ in February

    MUMBAI: Discovery Channel is all set to premiere OWN: Oprah Winfrey Network’s television series Belief on 1 February. The seven part series will air every Monday at 9 pm.

     

    Belief depicts how people with a wide range of beliefs search for deeper meaning and connection with the world around them.

                                                     

    Narrated by Winfrey, Belief will invite viewers to witness and be moved by some of the world’s most fascinating spiritual journeys through the eyes of the believers.

      

    Discovery Networks Asia-Pacific EVP and GM-South Asia Rahul Johri said, “We are delighted to present the landmark series Belief to our viewers in India. Exploring different faiths, Belief will highlight the spiritual journeys of human beings around the world.”

     

    Belief will also showcase some Indian stories of people on their spiritual journeys including Reshma Thakkar, a young Indian-American Hindu woman from Chicago, travels to the banks of the Ganges River in India for the Kumbh Mela, joining millions at the world’s largest spiritual gathering; the story of Anju, a young woman in central India who has committed to forgo all of life’s conveniences and permanently sever ties with her family in order to be initiated as a Jain nun. The series also touches upon India and one of the world’s largest religions, Hinduism. It will share a glimpse of how Hindus from all walks of life unite to celebrate the festival of colours – Holi. 

     

    Various stories will all lead viewers to ask: “What do you believe?”

  • Discovery to premiere Oprah’s ‘Belief’ in February

    Discovery to premiere Oprah’s ‘Belief’ in February

    MUMBAI: Discovery Channel is all set to premiere OWN: Oprah Winfrey Network’s television series Belief on 1 February. The seven part series will air every Monday at 9 pm.

     

    Belief depicts how people with a wide range of beliefs search for deeper meaning and connection with the world around them.

                                                     

    Narrated by Winfrey, Belief will invite viewers to witness and be moved by some of the world’s most fascinating spiritual journeys through the eyes of the believers.

      

    Discovery Networks Asia-Pacific EVP and GM-South Asia Rahul Johri said, “We are delighted to present the landmark series Belief to our viewers in India. Exploring different faiths, Belief will highlight the spiritual journeys of human beings around the world.”

     

    Belief will also showcase some Indian stories of people on their spiritual journeys including Reshma Thakkar, a young Indian-American Hindu woman from Chicago, travels to the banks of the Ganges River in India for the Kumbh Mela, joining millions at the world’s largest spiritual gathering; the story of Anju, a young woman in central India who has committed to forgo all of life’s conveniences and permanently sever ties with her family in order to be initiated as a Jain nun. The series also touches upon India and one of the world’s largest religions, Hinduism. It will share a glimpse of how Hindus from all walks of life unite to celebrate the festival of colours – Holi. 

     

    Various stories will all lead viewers to ask: “What do you believe?”