Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Kumbh Mela

The event Kumbh Mela is an event that has tremendous potential for brands to advertise or engage with consumers. The Kumbh Mela that was organized in Uttar Pradesh in the year 2019 had a congregation of 150 million people (the largest known congregation of people in the world; Narayanan, 2019). With such a huge number of urban and rural consumers assembling at one place, several brands including Marie Gold, Dabur, Hindustan Unilever and Coca-Cola made use of the opportunity to display some of their brands.

Dabur had come out with innovative toothpaste dispensers at the mela in the hope that if consumers were engaged in a unique manner, they are likely to become the consumers of the brand in future (AdAge India, 2019). Welspun, ...