The Morning Brief Maha Kumbh: Business in Blessings
Jan 17, 2025
In this engaging discussion, Shuvadip Banerjee, Chief Digital Marketing Officer at ITC Limited, sheds light on the Maha Kumbh Mela's unique fusion of spirituality and consumerism. He reveals how the event has become a marketing goldmine, attracting over 400 million devotees. Banerjee delves into cultural engagement in marketing, showcasing successful brand strategies that resonate deeply with local customs. He also critiques the commercialization of spirituality, emphasizing the need for authentic connections with pilgrims in spiritual tourism.
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Culture-Centric Marketing
- ITC focuses on culture-centric marketing, aligning with consumer cultures and subcultures.
- This involves understanding regional food preferences and traditions to resonate with consumers.
Aashirvaad's Evolving Campaign
- ITC's Aashirvaad brand promotes women's involvement in traditionally masculine spaces, aligning with evolving cultural codes.
- This campaign resonates with current societal trends, not just religious events.
Bingo's Kumbh Mela Activation
- ITC's Bingo brand created "Bhaukaal Lok" at Kumbh Mela, incorporating local culture and using Tere Mere as its face.
- They created rooted content, including music and comedy, resonating with consumers' cultural connections.