The upcoming temple inauguration in Ayodhya has sparked a surge in footfall, attracting the attention of FMCG firms. With the aim of capitalising on this momentum, FMCG companies are ramping up supplies and launching marketing campaigns in Ayodhya.
FMCG major Dabur has taken several initiatives to make the most of the temple inauguration. The company has launched half-page advertisements in Hindi newspapers and plans to continue until January 23. Additionally, Dabur is increasing the distribution of its products in Ayodhya to meet the anticipated surge in demand for daily essentials. The company is also creating special experience zones in the city where visitors can interact with their range of products.
Adani Wilmar, known for its popular cooking oil brand Fortune, has planned a range of on-ground activities for the temple inauguration. These activities include a Jalebi Sampling Spree, pakoda platter, mega-bhog event, and gate branding [3]. The company is also leveraging television sponsorship during the TV show ‘Shrimad Ramayana,’ which coincides with the Ayodhya celebrations.
Industry experts suggest that several other FMCG firms, including ITC, Amul, Patanjali, HUL, and some auto brands, have also planned marketing activities for the temple inauguration. However, specific details about their initiatives are not available at the moment.
Ayodhya is experiencing a robust economic upswing, driven by strategic investments and infrastructural development. Several hospitality brands are opening new resorts in Ayodhya, and luxury hoteliers like Indian Hotels Co., ITC Ltd., and EIH Ltd. are preparing to welcome guests with their upcoming properties. Additionally, airlines like IndiGo, Air India, and Akasa have launched flights connecting Ayodhya with major cities. The growth in infrastructure is also evident, with RDC Concrete announcing the launch of an RMC plant in Ayodhya.
RTM Watch’s Take
The temple inauguration in Ayodhya has created a significant opportunity for FMCG firms to connect with a large audience and capitalise on the enthusiasm surrounding the event. By ramping up supplies, launching marketing campaigns, and creating on-ground experiences, FMCG companies are positioning themselves to benefit from the surge in footfall. As Ayodhya emerges as a major tourist attraction, brands have recognized the importance of being associated with this historic occasion. However, it is crucial for brands to strike a balance between participating in the event and avoiding any perception of religious or political favouritism.
