Shailendra Singh, on How Ascent is facilitating Brands to Target 5 Crore Visitors at Simhasth Kumbh

Marketing | March 29, 2016 | Interview

Ascent Group Communications

The word ‘Kumbh Mela’ has both religious and cultural implications attached to it. Resonating with the word, one can easily picture lakhs of priests and devotees taking a dive in the holy water to find the elixir to eternal life. However, for brand custodians the picture is slightly different. Brand managers look at mass congregations like the Kumbh Mela as an opportunity to experientially engage their prospective customers as a result of which the upcoming Simhasth 2016 (Ujjain Kumbh Mela) is of great significance to them.

Simhasth is one of the four auspicious Kumbh Mela’s that is celebrated by the largest human gathering. Organized once in every 12 years in Ujjain, The Great Simhasth Kumbh Mela is based on the celestial line-up of planets and the signs of the zodiac where approximately 5 crore people from over 100 countries throng to take a holy dip on the banks of River Kshipra in Madhya Pradesh. 

Local tabloids have reported that the government has put in approximately INR 3000 crore to organize the Mela and it is also estimated that the flow of currency by the attendees throughout one month of the Mela can induce up to 10,000 crore rupees into the market. Clearly the Mela is a huge opportunity for brands who are looking forward to increase their market share and establish a connect with their target audiences in the market segment.

Interestingly, Ascent Group India has already capitalized on this befalling as the brand communications agency which has over 12 years of activating and managing brands, corporate and the government at Melas recently launched a marketing campaign claiming more visibility and value for brands at Simhasth 2016. In an exclusive conversation with Shailendra Singh, CEO, Ascent Brand Communications, EVENTFAQS deciphers how the agency plans to deliver on the promise and how brands can benefit from the Ujjain Kumbh Mela.

When asked in what way does Ascent Communications have an edge over other agencies at the Simhasth Kumbh Mela? Singh responded by saying, “We are the agency based out of Indore which is having proximity with Ujjain i.e. 45 Kilometres, where one of the largest congregation is happening in form of Simhasth 2016. We are currently working with many clients and agencies by extending them services of brand visibility enhancement, stall erection and brand activation to target the visitors coming from across the country. Being a local set up we have enough resources in terms of manpower, experienced team and production and materials for flawless execution and timely services with accountability.”

Adding further he says, “We have been in the business for thr past 14 years hence we can better understand brands and their requirement effortlessly. We are already dealing with many national and international brands along with many social organisations in this mega event providing them desired services with our team of more than 100 people. We are working day in day out leaving no stone un-turned in back end services. We are also developing temporary structures for saints and social organisations, addressing visibility requirements of clients who don’t have their network here but can depend on us and our resources. Apart from having office in Indore we have our local office in Ujjain i.e. event location for any last minute requirement and delivery hence any brands willing to get the most out of the Mela get avail most value for their brand from us.”

Speaking about the upcoming events and experiential associations for Ascent in 2016 Singh said, “We are very excited about 2016 as it would bring lot of transformation in the business in dealing with clients from corporate, government or social organisations. Being a proactive player in the industry we have introduced cutting edge solutions of digital marketing, big data analytic to enhance the level of our offering of experiential marketing services fetching better return on investments and measurability to clients. We have used many innovations and technologies in our campaigns in the past which only is going to get bigger and bolder this year with integration of digital marketing and social media.”

Commenting further he says, “We have built up our team with adequate talent and experience from different walks of life to give enriching taste and flavour the experiential campaigns. This year we are hopeful about government category which is getting prepared for a big leap, thanks to the favorable budget and revolutionary schemes of government department we will see many public awareness campaigns and events designed to showcase government development and growth.”

Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.

Simhasth is one of the most auspicious Kumbh Mela’s that is attended by over 5 crore people. Let's have a look at how Ascent Group Communications promises to deliver more to brands at the Mela.

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