Kumbh Mela 2019 is a congregation of over 15 crore people from multiple geographies. This enormous ready market potential is a dream come true for many FMCG brands and marketers where a host of experimentation can happen viz. trials, awareness, adoptions, advertisements etc.
The video below from CNBC talks about the strategies brands and marketers do follow and should follow to make the right buck for their investment.
Personally, I feel customer acquisition can effectively happen through micro-steps like awareness, instant trials, recall. Each of these micro-steps must entail an element of "newness" for the consumers for TOFU conversions. To flow down through the funnel, consumers must additionally experience "value" at the time of awareness and first engagement with a brand.
An example of "newness" in the past includes HUL's signatory chapattis at the Kumbh while an example for "value" in the past would be Dabur's toothpaste stands for consumers(devotees) to brush.
