Dainik Bhaskar Creates OOH Delight At Simhastha Kumbh Mahaparv Ujjain 2016

by  EVENTFAQS Bureau Marketing | April 27, 2016 | Feature

Dainik Bhaskar Simhastha Kumbh

Ujjain, one of the most sacred places in India, located on the banks of the holy Kshipra river in the western region of Madhya Pradesh is all geared up for the largest spiritual gathering on earth – ‘Kumbh Mela' that is held at each of the four places namely Haridwar, Allahabad (Prayag), Nasik and Ujjain once in every 12 years.

Kumbh Mela Ujjain Tour 2016 began on April 22 and will culminate in Ujjain on May 21. With more than 50 million expected in a month, Simhastha Kumbh offers a great opportunity for on-ground elements, where brands like Dainik Bhaskar are leveraging the opportunity to the fullest. According to the daily, planning  of the OOH activities at Simhastha Kumbh started more than a year back. After several rounds of discussions with the external stakeholders, including the municipal corporation, mela authorities and the local population, the plan was finalised and divided into three legs to ensure optimal reach. Here's the full lowdown of OOH initiatives undertaken by Dainik Bhaskar Group.

#1. Build-up to Kumbh (Oct’15- Jan’16) 

It included hoardings on all the four major roads to the city, banners, beautification drive with colourful wall paintings and overhead water tank paintings, t-gates, community connect meetings and release of special cover.

#2. Activation Support to Local administration (Feb’16- Mar‘ 16)

Maha Arti, Installation of RO plant at the Mahakal Complex and a Kavi Sammelan on and dedicated to sacred shipra river.

#3. During the Kumbh (Apr’16-May’16)

Changing room for the ladies at bathing ghats, information booklets and brochures for the pilgrims, newspaper stands at major hotels and garden umbrellas.

Speaking on this collaboration, Vikas Singh, Associate Vice President-Brand Marketing, Dainik Bhaskar said “While Madhya Pradesh Government is leaving no stone unturned to deliver a great experience for the devotees, we are happy to have partnered with Govt. on this."

Under this partnership, Danik Bhaskar also organized a ‘Maha Yatra’ and a ‘Maha Arti’ on March 20, 2016. ‘Maha Yatra’ started from Shirsagar, one of the seven sacred lakes of Ujjain and concluded at Ramghat, the main ghat. During the Maha Yatra, people saw glimpses of the popular tradition of Nagar praveshi of major akhadas. More than 10,000 people participated in this four kilometer long yatra that later on concluded at Ram Ghat, where 'Grand Arti' at Shipra River by more than 200 priests was performed. Free bells and cymbals were distributed to more than 20,000 people at the ghat.The local administration also pitched in with OOH creatives that asked people to come out and witness the spectacular turnaround of the city.

The enthusiasm and participation shown by the locals of Ujjain during Maha-Aarti culminated into 'Golden Book of World Records' comprising most people participating in this auspicious event.

To provide clean and cold drinking water during the months of April and May, Dainik Bhaskar also installed drinking-cum-RO plant at the main Mahakal Complex. A large LED screen has also been installed inside the complex where people can see LIVE visuals of the 'Mahakal Garbha Griha'.

In addition to this, Dainik Bhaskar is also coming up with a 500-pager Coffee table book, which will be a visual depiction of all facets of Ujjain with reference to Kumbh.

Talking about this build up, Vinay Maheshwari, Senior Vice President-Sales and Market Development and Brand Marketing, Dainik Bhaskar Group said, “Being India’s largest and World’s fourth largest newspaper, we are driven by one of the core values of being connected with our stakeholders. Kumbh is an incredible platform to demonstrate that we care and hence, concentrated our efforts towards achieving this."

Also read: Showcraft to Organise Month Long Ujjain Kumbh Mela

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