The ads draw on Indian mythology and spirituality. The outdoor campaign also extends across the 50 km stretch between Indore and Ujjain.
Simhastha Kumbh Mela, the world's largest religious gathering and mass pilgrimage that commenced on April 22, is all set to welcome an estimated five crore pilgrims to the city of Ujjain. Over a period of 30 days, religious fervour will be at its zenith as devotees take a dip of faith in the holy river Kshipra. And, dipping themselves in this sea of humanity will be diverse brands endeavouring to grab as many eyeballs as possible. And, Airtel is one of them.
As an outdoor brand initiative, the telecom service provider has undertaken a beautification drive at all the major ghats, including Triveni Ghat, Gau Ghat, Sidhwat Ghat and Mangalnath Ghat located on the banks of the Kshipra river. The brand has organised a visual treat for pilgrims with a medley of wall paintings of spiritual and mythological relevance. These paintings, inspired by themes such as the zodiac, sadhus, saagar manthan and celestial figures, have been provided by the Department of Drawing and Painting -- Higher Education (MHRD).
Significant measures have also been taken to ensure high quality network and service experience. While in the world outside, Airtel Girl Sasha Chettri is aggressively pushing the brand's 4G services, the focus shifts to 3G for the Kumbh Mela, keeping in mind the audience and the city.
In order to aid the authorities in managing vehicular traffic, Airtel has also provided the police with more than 250 branded barricades, which will be used for manoeuvring the huge traffic during the fair. To make all necessary information available, zonal maps and more than 100 signages have been put up on the 50 km-long road stretch between Indore and Ujjain, which provide Panchayat information and contact details of the village Sarpanch, as well as information about the nearest police stations and emergency contact numbers. Branding has also been carried out on (500) retail shops, police stations, government buildings within the city, and on 'dhabas' and restaurants on the highways leading to the venue.
The aim is to support the call of 'Clean Simhastha' by the state government. According to the brand, the clean and beautified ghats are already drawing admiration from the authorities and have become a centre of attraction for onlookers.