When brands are looking for the smallest of the excuse to advertise and promote, referring to World Ocean Day, Beer Day, Brother’s day, Milk day etc., an unexpected event came across and the entire marketing community missed to capitalise on it.
Athi Varadhar, of Kanchipuram got a terrible miss by brands.
Let’s recollect those days when Vodafone use to have specific drives focussing on Sabarimala , Durga Puja, Janmashtami etc., There were specific packs being created for “Sabarimala” during those 2 months. Tiruvanamalai Giri Valam even now has a big draw with advertisers, for branding on the “Giri Valam” stretch.
No Hindu festival is missed by any brand these days. Sri Krishna, Grand Sweets, Ghee Brands, Oil brands, Agarbathis, Gulabjamoon mixes, Jewellers, Clothing, Real estate, etc., really get hyper active during festival season. The Aadi month that is running now is known for its Offers across categories especially in Tamilnadu.
We cannot forget Hindustan Lever’s Maha Khumbh Promo on Hand Wash using the Rotis as a branding medium. Brands have not missed Khumbh mela, Mahamagam, Pushkarams, but surprisingly the once in a 40 year tradition of Athi Varadhar coming out of the tank was missed.
• Tamilnadu Tourism failed to anticipate and did not promote this event. They should have taken this as a big opportunity and should have gone ahead with a national campaign on this “once in a 40 year event”.
• Ola, Uber, Fastrack, Oyo, Airbnb, makemytrip etc., operators should have grabbed this occasion and must have come up with interesting packages.
• Airlines should have gone to town with special prices during this 45 day period.
• Restaurants should have geared up to serve packed meals and special meals during darshan. (Swiggy / Uber eats should have opened special services in Kanchipuram)
• Special Ringtones / wall papers should have been launched by Mobile operators
• Newspapers / Magazines should have brought special supplement on the day of the idol being brought out
• Large Brands that are keen at projecting a socially responsible message could have volunteered to manage crowd, create info apps, serve drinking water, set up mobile clinics etc., ( Goldwinner, ITC, Cycle etc., who are in the spiritual space certainly missed the ball)
If brands had anticipated, we would have had far more regulation on crowds, awareness, safety, comfort etc., The Govt. too might have stepped up its efforts in managing crowds and providing facilities. We would have seen a lot more partnerships in managing this 45 day event more peacefully. According to current estimates over 35 lakh people have already visited and with the change in posture of Athi Varadar the crowds may swell further.
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