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Impact takes leading brands to Nashik Kumbh Mela

NEW DELHI: Impact Communications, which claims to be the largest mela marketing and operations agency, has given several leading brands a chance to associate with the the twin mega melas - Pushkaram Rajahmundry and Nashik Kumbh.

According to a release, the firm has roped in brands by executing mela-related communication activities in Pushkaram Rajahmundry (Andhra Pradesh). The list of companies includes names such as Colgate, Emami, Lifebuoy, New India Assurance, HP Gas, Samsung, Onida, Anchor, Godrej Consumer Care, Ayur and Amrutanjan amongst others.

Impact Communication has claims to taken up assignments of leading 10 brands in Nashik Kumbh. Both these events attract mammoth audiences and are 'once in 12-year' opportunities.

The release also says that companies like Eternit Everest, Onida (for IGO) have joined the bandwagon with leading FMCG Hindustan Lever Limited (brands such as Vim and Pepsodent), GlaxoSmithkline (Iodex), Eveready, Emami, Marico, Godrej, Anchor, Ayur and Amrutanjan at the Nashik Kumbh mela. The brand communication will target pilgrims coming to Nashik Kumbh mela who primarily visit three locations - Ramghat and Trimbakeshwar for a holy dip; and for a darshan at Tapovan (a make shift city of Akharas).

An official release informs that Impact is organising activities at all the three locations to ensure optimum reach for these clients. Audio-visual show of religious software interspersed with client's ads is being shown at strategic locations at all three places.

The brand stalls of Vim, Pepsodent, Shanti Amla, Iodex, Eveready, Emami, Anchor and Ayur have been fabricated at Tapovan and Trimbakeshwar - says the release. To generate trials, products are being sold with exciting offers; SKUs mainly meant for rural audiences are also being promoted.

Keeping in mind the objectives of each company, varied activities are being organised by the agency. For instance:

* Vim is promoting the four rupee bar and sampling product through a game Raakh Se Azadee. The consumer is asked is open a locked box (having a Vim bar inside) by choosing an Azadee key among a lot of four. Three Pepsodent kiosks are positioned as free teeth-brushing centers for the pilgrims. Pepsodent-branded kiosks are operational in early morning hours at Tapovan and Trimbakeshwar.

* Godrej Consumer care which is promoting No 1 and Cinthol brand toilet soaps have also created a "Hair Dye Saloon" to promote their recently launched Godrej herbal hair dye.

* GlaxoSmithkline, which is promoting Iodex, has incorporated the "Iodex Maleye, Kumbh Pe Chalyee" punch line in their festival related creatives. Iodex bottle shaped trolleys and tray boys are engaged to sell Iodex at major cumulating points in Nashik and Trimbakeshwar.

* Eternit Everest who are market leaders in Asbestos Cement Sheets in Maharashtra have created three public information centres, in order to strengthen the emotional association of the brand during festival. To display their roofing sheets and e-boards these counters are fabricated with Everest products. These counters are also used for merchandising exercise, free religious booklets and product fliers are distributed free from theses counters with Everest branding.

In this year long Kumbh, Impact claims to have selected peak 45 days covering all-important bathing dates for these activities. These days will attract 80 per cent of the total expected pilgrim turnover.

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