Rural marketing agency Impact Communications has bagged the advertising rights for Mahakumbh Haridwar 2010, which begins on January 14. The rights were awarded by the Kumbh Mela Administration, Government of Uttarakhand (GoU). As per the terms of the contract, the agency will have to pay the license fee in four instalments over four months. Prachar Advertising had also contended for the bid.
The agency had earlier won the rights for the Mahakumbh in 2001,where it conceptualised on-ground activities and OOH innovations for brands such as Pepsodent, Wheel, Fair & Lovely, Lifebuoy, Breeze, Colgate, Dettol, Godrej Sara Lee, Eveready, Horlicks, Iodex, Everest Industries, Emami, New India Assurance and HP Gas.
This year, the mela is divided into 31 sectors spread over 132 sq. kms. The agency will earn ad revenue by selling space on kiosks (400), gantries (4), entry gates (100), parking lots (25), signage co-branding with social messages (1,000), mobile vans for activations (10) and air balloons (25). Also, the agency will plan on ground activations for participating brands.
The peak period of the mela ushers in with the 'shahi snan' or royal bath on February 12.
"We are delighted to bag this prestigious project and are geared to make the most of this marketing opportunity for participating brands. The platform has great potential for innovation, including options to build emotional connect with the consumers," says Sanjay Kaul, chief executive officer, Impact Communications.
He adds that the agency will work closely with the Kumbh Mela administration to ensure that apart from regular advertising, all vantage points and high traffic areas are utilised to extend assistance to visitors, with ample opportunity for brands to connect with them.
Currently, the agency is in talks with two major telecom players and one FMCG brand for branding and activations.
Recently, ICRA, an information services and technology solutions provider, submitted a survey report evaluating tourism infrastructure in Haridwar and nearby areas to the GoU, which suggests that 20 per cent of the tourists visiting these areas have a monthly household income of more than Rs 10,000. The survey also reveals that nearly two-third of the tourists belong to the working population. Also, 52 per cent of the tourists fall in the age group of 20-40 years.
The study also reveals that one third of the visitors coming to Haridwar are on a leisure trip.
Headquartered in Delhi, Impact Communications started operations in 1999, spreading to other cities including Mumbai, Chennai, Hyderabad and Lucknow.