There are hundreds of Yatras and Jatras conducted in India. Out of all of them, the Pandharpur Yatra has a different significance since it is a more than 700 years old festival. To give a little background about the Yatra, it is all about lakhs of Varkaris ( devotees) walking from their home to the Vithoba Temple of Pandharpur to seek the blessings of Lord Vitthal on the auspicious occasion of Asadhi Ekadashi.
Pandharpur Yatra, popularly known as Pandharpur Wari, has recorded a footfall of a minimum of 20 lakh Varkaris in the past. For the last two years, the State Government canceled the Wari tradition due to the pandemic. It seems that the Varkaris are excited to go on this spiritual journey of 2022 and the number of Varkaris expected to attend this Yatra is 40 lakhs. For this reason, the earlier stay at Lonanad and Phaltan was 1.5 days which has now been extended to 2.5 days to accommodate more Dindis (group of Varkaris).
With all this, don’t you think the Pandharpur Yatra 2022 shall make a great marketing platform for brands? Pandharpur Wari is a melting pot of family gatherings, religious beliefs and entertainment. Most of the Varkaris are farmers of Maharashtra. The Varkaris come to the Yatra with their families to have a ‘good time’. So, it is on marketers like us to make their ‘good time’ the ‘best time’ with purpose-driven marketing.
Purpose-driven marketing is doing something for the community. The audience at the Yatra is usually emotional and spiritual, and hence, is always keen for help or getting facilities.
Purpose-driven marketing has a long-lasting impact on the minds of the consumers as it serves their purpose of availing help/facility. The Pandharpur Wari shall serve the brands with a larger purpose than promotion. And, the main reason for brands to market themselves at the Yatra is to get a good response because the Varkaris tend to get obliged with the services. They reciprocate to the brand by offering loyalty. Moreover, Pandharpur Wari is an excellent spot for the floating population to experience the products and services of the brand. In this way, brands can create engagement with the masses.
Mindwave Media has worked for many esteemed brands like Godrej, Emami etc. to promote them in the Pandharpur Yatra by innovating and infusing technology in the purpose-driven marketing space. “We have always highlighted how the product is resolving the problem of the Varkaris. We don’t sell the products; we sell the solution to the issues/challenges faced by the devotees at the Yatra. Besides this, we always try to involve technology in our campaigns to give a long-lasting impression in the people’s minds. The Pandharpur Wari is a great podium for brands to reach the farmers of Mahrashtra in a cost-effective way” says Rajesh Radhakrishnan, CEO & Founder of Mindwave Media.
So, it’s time for brands to try marketing themselves at the Pandharpur Yatra.
Padharpur Yatra is on July 10. As per 2022 schedule, the date of commencement of Tukaram Maharaj Palkhi from Dehu is June 20. Sant Dnyaneshwar Palkhi from Alandi begins on June 21, 2022. Pilgrims follow the Shri Tukaram Maharaj Palkhi from Dehu and Sant Dnyaneshwar Palkhi from Alandi, which is a 21-day travel by foot to Pandharpur.
For booking your marketing space, connect with Mindwave Media Team. We will help you with innovative OOH, Activations, Digital Marketing and Experiential Marketing solutions. We are always associated with the State Government for Melas, Yatras & Jatras.