In the lead-up to the ‘Pran Pratistha’ ceremony at Ayodhya, FMCG and beverage giants such as Dabur, Coca-Cola, Parle, Reliance, and ITC are strategically leveraging marketing initiatives. Special limited edition packs, rebranding of dhabas, sampling sachets, and prominent product signboards are part of the multi-crore investments made by these companies to capture consumer attention.
The surge in buzz, coupled with an influx of devotees and tourists, has created a significant advertising opportunity. Advertisers have signed bulk deals months in advance to secure prime slots on media platforms, with latecomers paying premium rates, indicating the immense marketing potential around the Ram Mandir event.
Sandeep Goyal, Chairman at Redif Fusion, describes the occasion as a great ‘moment marketing’ aperture, with brands capitalizing on public interest and involvement. Companies like Dabur, Adani Wilmar, Coca-Cola, and Reliance Consumer have increased supplies in Ayodhya, aligning with the heightened demand during the celebrations.
Dabur India CEO Mohit Malhotra highlights the brand’s commitment to meeting the surge in demand for essential products and health beverages. Adani Wilmar sees the event as a strategic engagement opportunity, particularly given Uttar Pradesh’s significance as a strong market for its brand Fortune.
