Known for frenetic marketing exercise and outreach efforts by brands, the 2021 edition of the Kumbh mela will see a muted participation by companies owing to restricted footfalls and smaller venue.
Being held in Haridwar, according to media buyers’ estimates, Kumbh is expected to see both devotee footfall and media spends come down to 50-60% of the previous pre-corona edition of the religious carnival held at Prayagraj, Uttar Pradesh at a much bigger scale in 2019.
“The interest of brands to invest in marketing promotions during Kumbh Mela has definitely gone down with media spends expected to be impacted by over 50%, said Shekhar Banerjee, chief client officer and head (west) at media agency Wavemaker India.
“Brands are still in the recovery mode therefore there will be a trade off in terms of above-the-line (ATL) and below-the-line (BTL) investments depending on best return on investments (RoI). Sampling remains one of the biggest focus areas for brands at Kumbh Mela. I expect sanitisers and mask brands to leverage this edition of Kumbh in a big way,” he added.