Leveraging Ujjain Kumbh - Dainik Bhaskar Leads the Way

           

 World’s fourth largest newspaper creating OOH delight in Simhastha

A PRapport Special

UJJAIN: Thousands of saints (sadhus) clad in saffron robes with ashes smeared on their body and dreadlocked hair, few of them called ‘Naga Sadhus’ may not wear even any cloth – considered as a sign of separation from the materialistic world, the heavy smell of burning butter lamps, camphor  and incense sticks have started adding religious fervor to the much awaited month-long congregation – the Simhasta Kumbh.

After 12 years, 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, has geared up gearing up for the largest spiritual gathering on earth-Kumbh.

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Kumbh Mela is held at each of the four places namely Haridwar, Allahabad (Prayag), Nashik and Ujjain once in every 12 years. Kumbh in Ujjain is held when a rare configuration of planets takes place i.e. when the Sun is in the zodiac sign Aries and Jupiter in the zodiac Leo. The position of the Sun, Moon and Jupiter in different zodiac signs determines the location of the Kumbh in each of these places. This year Kumbh is scheduled from 22^nd Arpil-21^st May 2016 in Ujjain. Simhastha Kumbh-the largest spiritual gathering on earth is expected to attract more than 50 million people from across the globe.

According to Hindu mythology, the churning of ocean by the Gods and demons yielded a jar (Kumbh) full of nectar (Amrit). Gods did not wish to share it with demons. At the instance of Lord Indra(the King of Gods), his son Jayanta tried to run away with the jar, but he was followed by some of the demons. During the struggle for its possession, few nectar drops dropped at the holy rivers of these four places-Haridwar, Allahabad (Prayag), Ujjain and Nasik on earth.

Unique opportunity: As India’s largest and world’s fourth largest circulated daily with 44 million readers and a direct reach of more than 3,000 towns, Dainik Bhaskar decided to capitalize on this once-in-12-years opportunity. Planning has started more than a year ago. After several rounds of discussions with the external stakeholders like the municipal corporation, mela authorities and the local population, the plan was frozen and divided into three legs to ensure optimal reach:

Build-up to Kumbh(Oct’15- Jan’16)
Hoardings on all the four major roads to the city, Banners, Beautification drive with colorful wall paintings and overhead water tank paintings, T-Gates, Community Connect meetings and release of special cover.
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.
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

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

As part of this partnership, we organized a ‘Maha Yatra’ and a ‘Maha Arti’ on 20^th March 2016. ‘Maha Yatra’ started from Shirsagar, one of the seven sacred lakes of Ujjain and ended up at R  amghat, the main Ghat. During the Maha Yatra, people had glimpses of the popular tra dition of Nagar praveshi of major akhadas. More than 10,000 people participated in this four kilometer long yatra. The Yatra, then culminated 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 organized by Dainik Bhaskar culminated into Golden Book of World Records comprising most people participating in this auspicious event.

To provide clean and cold drinking water in the scorching hot months of Apr-May, Dainik Bhaskar has installed drinking-cum-RO plant at the main Mahakal complex. A large LED screen too has been installed inside the complex where people can see live visuals of the Mahakal Garbha Griha.

Dainik Bhaskar is also coming up with a 500 pager Coffee table book- lavishly interspersed with pictures some of which will be in public domain for the first time. This will basically be a rich visual depiction of all facets of Ujjain with reference to Kumbh. The book will borrow references from various religious texts like Skanda Purana and Bhag­wat Purana, classical literature like Kalidas’s Meghdoot and Raguvansham, historical documents like Govt gazettes and various others contemporary publications.

Talking about this build up, Mr. 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”

This Simhastha Kumbh offers a great opportunity for brand activation. With more than 50 million expected in a month, it offers any brand low cost per contact. Brands like Dainik Bhaskar are leveraging this opportunity to the fullest.