Moment marketing: Businesses take off Ram cult

NEW DELHI/MUMBAI: India Inc. is jumping on the Ram bandwagon and launching a number of marketing campaigns to try to get people to think differently. These campaigns include dhaba rebranding, giving out sample sachets, putting up product signboards, and creating unique limited edition packets.

Beverage and FMCG firms, including as Dabur, Coca-Cola, Parle, Reliance, and ITC, have been very active leading up to Monday’s “Pran Pratistha” ritual at Ayodhya. Industry observers informed TOI that in order to profit from the massive event, they had put in a few crores.
The event was included in the marketing plan (of firms) to attract attention, the advertising expert said, citing the tremendous buzz and the rush of devotees and visitors in the city.
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Some corporations have inked bulk agreements months before to get prime slots to promote brands on media channels, so as not to lose out on the “moment marketing aperture.” Those that arrived later than expected have paid five to ten times the regular prices.
It’s an excellent opportunity for “moment marketing.” The majority of businesses have jumped on the Ram bandwagon due to the high level of consumer engagement and participation. There has been a lot of chatter. Possibly one of the most extensively immersive occasions in recent memory. And companies have stepped up to the plate, Redif Fusion chairman Sandeep Goyal said TOI.
To make their brand products more accessible to devotees and visitors, companies like as Dabur, Adani Wilmar, Coca-Cola, and Reliance Consumer increased their supply in the city. “We have increased distribution of our products in the city to meet the surge in demand for everyday essentials and health beverages,” said Mohit Malhotra, CEO of Dabur India. Additionally, we have promised to give a percentage of the proceeds from the sale of our items to Shri Ram Janmbhoomi Teerth Kshetra between January 17 and January 31.
It made sense for Adani Wilmar, which views UP as a vital market, to participate in the event and interact with customers. One of the biggest markets for the Fortune brand is UP. With a roughly 70% retail penetration rate, we lead the UP in both refined and mustard oil. For us, connecting with consumers at festivals or other special events is a once-in-a-lifetime opportunity, according to Adani Wilmar CEO and MD Anghsu Mallick.
Estimates indicate that the dedication of the Ram Mandir and the multi-brand campaigns in Ayodhya may cost corporations around one-fourth of their marketing budgets over the festival season, but precise figures are not available.
“With the opening of the Ram Temple, we expect the city to attract a lot of tourists,” said Krishnarao Buddha, senior category head at Parle Products. “Ayodhya has a population of about 3-5 lakh,” Buddha added, adding that the business aims to expand brand spending in Ayodhya.
ITC is participating in the Ram Mandir festivities by launching a number of projects. Additionally, the Reliance Group increased the distribution of consumer goods, such as potato chips sold as Alan’s Bugles, Independence Water, and Campa.