MUMBAI: The Kumbh Mela Administration, Government of Uttarakhand (GoU), has awarded Impact Communications, which specializes in rural marketing, the advertising rights for Mahakumbh Haridwar 2010 that begins on 14 January.

Says Impact Communications CEO Sanjay Kaul, "We won the account following a multi agency pitch. Earlier, we had won the ad rights of Mahakumbh Ujjain in 2004." 
 
According to the terms of the agreement, Impact will have to pay the license fee in four installments for January to April.

According to a source in the company, the agency is looking at generating ad revenues worth Rs 30-40 million through this project.

The agency will earn ad revenues by selling space on four gantries, 100 entry gates, 25 parking lots, 400 kiosks, 1000 signage co-branding with social messages, 10 mobile vans and 25 air balloons. 
 
The agency is in talks with various companies including GSK, iShare, Dabur, Cadburys, Kodak along with a few telecom companies for branding the event.
 
"February is the peak time for the mela when the royal bath begins. And thus, we will begin with our on-ground activations during that period," says Kaul.