Linterland to market ‘Ashtaateerthadham Mahotsavam’ in Mumbai

agencyfaqs! News Bureau

MUMBAI

Linterland, the rural initiatives division of Lintas India, has been appointed as the exclusive marketing consultant for the 10-day Shri Jagannath Ashtaateerthadham Mahotsavam, to be held in Mumbai from May 3, 2003. The Mahotsavam – organized by the Anniruddha Samarpan Pathak Trust, an NGO based on the principles of Sadguru Shri Anniruddha Bapu – is being billed as the largest event of its kind in Mumbai. And Linterland “conservatively” estimates that the event will witness a turnout of 40 lakh individuals over its 10-day period.

Speaking about the media and branding opportunity that the event cradles, Ashish Bhasin, director, Integrated Marketing Action Group (which constitutes Lintas India’s integrated communications businesses), says, “It is a huge opportunity for marketers to reach out to a captive audience of potential consumers. Certainly, in terms of scale, it is one of the biggest that Mumbai has afforded.” Drawing a hypothetical parallel to a cricket match in Mumbai, Bhasin adds, “In comparative terms, if one were to look at an India-Australia match in Brabourne Stadium, that would attract a turnout of some 60,000 spectators (discounting television viewers, of course). What the Mahotsavam promises is much more.” Linterland, in fact, estimates that the daily turnout at the Mahotsavam would be anywhere between 2.5 lakh to 4 lakh individuals, “with a significant buildup towards the end of the event”, as Debashis Das, general manager, Linterland, puts out.

Attributing reasons for Linterland’s conviction when it comes to mass participation in the event, Das points out that every Thursday, roughly 1-lakh individuals congregate for the Trust’s weekly gatherings in Mumbai. “On the day India played its semi-final in the World Cup, the Trust’s event was attended by 1.5 lakh people,” he says. “This is primarily because Shri Anniruddha Bapu and the Anniruddha Samarpan Pathak Trust have a huge following. There is no doubt that the Mahotsavam will draw even bigger crowds, considering the scale of the event.”

Linterland has already started talking to advertisers such as Coke, Kirloskar, Britannia, Reliance, Hindustan Lever, Berger Paints and VIP for branding opportunities. “There is a whole menu of branding opportunities that we are offering advertisers,” says Bhasin. These range from in-venue stalls to sampling exercises to “exclusive pouring rights for beverage brands”. Bhasin adds that the branding opportunities are not restricted to Linterland/Lowe clients, although Linterland/Lowe clients reserve the first right of refusal.

Linterland is also open to advertisers’ suggestions on unique branding initiatives. “We are open to branding ideas, as long as they are environment-friendly,” says Bhasin, although he adds that advertising of alcohol- and tobacco-based products and non-vegetarian products would not be welcome, given the nature of the event/Trust. Linterland, he emphasizes, will partner advertisers in getting the best out of the opportunity. “At the very least, we will understand the brand and suggest specific brand fits that can be leveraged.” For instance, a Coke could take up ‘Thanda Zones’ across the venue to leverage its association with ‘Thanda’, while a lube marketer could have a sampling exercise going at the car park – which, Linterland estimate, will host roughly 50,000 cars every day. “Advertisers can use Linterland’s services to do more, but it all depends on what we agree upon,” says Das.

Commenting upon the expected consumer profile, Das says that the Trust’s followers constitute consumers from SECs A, B and C – “with more from the A and B segments”. When quizzed about the brands that could appeal to such a cross-section of consumers, Das chose to identify categories. “Insurance and financial products, automobiles, soft drinks, apparel, FMCGs, impulse products, entertainment products (television channels, for instance) and retail are obvious beneficiaries,” he says. Bhasin, for his part, believes that while up to 50 brands can simultaneously advertise (and by design, a Pepsi and a Coke won’t be there at the same time), a more realistic number would be 20-25 brands. “We would prefer fewer clients taking more branding properties than the other way round, as that would help cut the clutter, which, in turn, would give brands higher visibility,” he says.

© 2003 agencyfaqs!