Ayodhya, the sacred city in Uttar Pradesh, India, is experiencing a surge in marketing initiatives as companies seize the promotional opportunities surrounding the consecration of the Ram temple. With the anticipation of a significant influx of devotees, major brands like Coca-Cola, Reliance, ITC, Dabur, Adani Wilmar, Emami, and Parle Products are actively competing for maximum visibility in Ayodhya.
Coca-Cola, aligning with the spiritual ambiance of Ayodhya, has transformed its iconic red branding to brown and installed vending machines, coolers, and boards in stores. The company has also dedicated 20 changing rooms for devotees and is in the process of developing a park for visitors. RCPL, engaging in extensive sampling and branding activities, plans to distribute free Independence water to devotees and showcase brands like Campa soft drinks, Alan’s Bugles snacks, and Independence water.
ITC’s Mangaldeep agarbatti brand has collaborated with the Shri Ram Janmbhoomi Teerth Kshetra to create a unique “Khushboo Path” within the temple premises, adorned with 5-foot-tall agarbattis diffusing incense stick fragrance. ITC has also initiated the “Mangal Aarambh” campaign to train priests, shopkeepers, and hotel owners in welcoming devotees. Dabur has partnered with dhabas on highways connecting Ayodhya to cities like Lucknow, Gorakhpur, and Varanasi, redesigning them with Hajmola props and offering unique product experiences at Tulsi Udyan.
Adani Wilmar, renowned for its Fortune brand, has implemented extensive branding in Ayodhya, featuring branded gates, over 100 hoardings and kiosks, 10 snack shops, and sampling of “maha bhog” (feast) to promote its Fortune brand. The company has also collaborated with dhabas to enhance its brand presence. Recognizing the marketing potential of temple towns, Parle Products has employed diverse advertising mediums, including static sites, LED screens, digital ads, and local monument branding, targeting pilgrims and tourists in locations like Ayodhya, Kashi, Ujjain, Jagannath Puri, and Mathura.
RTM Watch’s Take
The branding phenomenon surrounding the Ram temple consecration in Ayodhya highlights the increasing trend of moment marketing and the strategic utilisation of cultural and religious events by brands. This marketing approach allows companies to connect with their target audience in a meaningful and memorable way. By aligning their branding efforts with the spiritual significance of Ayodhya, these brands are not only gaining visibility but also fostering a sense of community and cultural relevance.
