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.
