The upcoming consecration ceremony of the Ram Temple in Ayodhya on January 22 not only marks a historic cultural milestone but also presents a lucrative opportunity for brands to align themselves with this momentous occasion. With an estimated cost of Rs. 1,800 crore, the Ram Temple project has spurred developmental activities in Ayodhya, attracting a surge in tourism and infrastructure investments.
Here’s a closer look at how various brands are leveraging this event to connect with consumers and contribute to the celebrations.
Greenpanel: Outdoor Campaign in Ayodhya
Green Panel, India’s wood panel manufacturer, has launched an innovative outdoor marketing campaign in Ayodhya. The brand strategically displays wall wraps along key routes connecting the Ayodhya Highway, reinforcing its cultural relevance and commitment to excellence. This campaign positions Greenpanel as a significant player in India’s wood panel industry.
ShareChat: Virtual Portal to Ayodhya’s Celebrations
ShareChat, a popular social media platform, has launched a week-long campaign, #AyodhyaKiTicket. The campaign invites users to experience the vibrancy of Ayodhya through in-app activities, allowing them to witness the consecration of the Ram Mandir live and participate in the celebration from the comfort of their homes. ShareChat aims to create a shared sense of community during this historic moment.
Senco Gold & Diamonds: SiyaRam Collection
Senco Gold & Diamonds, a prominent jewelry retailer, has launched a special ‘SiyaRam Collection’ in honor of the Ram Mandir inauguration. This collection pays tribute to the enduring bond of devotion between Ram, Sita, Lakshman, and Hanuman, aligning the brand with the cultural, spiritual, and social unity associated with the sacred occasion.
MakeMyTrip: A Surge in Spiritual Tourism
MakeMyTrip, a leading online travel platform, reports an 1806% increase in searches for Ayodhya since the inauguration announcement. The platform, known for its moment marketing prowess, is witnessing a 97% growth in searches for spiritual destinations. This surge highlights the growing interest in Ayodhya as a spiritual tourism destination.
Adani Wilmar’s Fortune: Adding Festive Flavor
Adani Wilmar, a major Food & FMCG company, is actively participating in the celebrations under its renowned brand Fortune. The brand has curated a series of delightful activities, including traditional delicacies prepared exclusively using Fortune products. This initiative not only adds to the festive spirit but also showcases the brand’s commitment to cultural celebrations.
Pride of Cows: Ghee for a Divine Cause
Pride of Cows, a premium single-origin milk brand by Parag Milk Foods, has made a substantial donation of premium ghee to The Tirumala Tirupati Devasthanams (TTD). This contribution supports the initiative to provide ‘Srivari’ laddus for the consecration ceremony of the Ayodhya Ram Mandir. The brand’s involvement reflects a commitment to philanthropy and cultural heritage.
Chingari: Bringing Festivities to Fingertips
Chingari, India’s popular web3 live streaming app, has launched the #AyodhyaCelebrations campaign. This in-app initiative aims to bring the festivities of the Ram Mandir inauguration to every Chingari user. Through this campaign, Chingari seeks to foster a sense of unity, pride and shared celebration among its diverse user base.
Shemaroo TV: Telecasting Epic Tales
Shemaroo TV has decided to telecast Ramanand Sagar’s ‘Ramayan’ as part of the lead-up to the Ayodhya temple opening. With the slogan ‘Ab Har ghar hoga Ayodhya, har ghar mein prakat honge Ram,’ the channel aims to echo the sentiments attached to Shree Ram nationwide, creating a nostalgic connection with the epic saga during the temple’s historic inauguration.
Brands Capitalizing on Ayodhya’s Economic Surge and Tourism Boom:
Beyond the immediate marketing campaigns, Ayodhya’s economic surge has attracted investments and expansions from various sectors:
Retail Brands: Zudio, Westside, Pantaloons, and others plan to capitalize on Ayodhya’s potential as a thriving tourist and pilgrimage hub. Cantabil and Kalyan Jewellers are among the brands expanding their presence in the city.
Quick Service Restaurants (QSRs): Starbucks, Domino’s Pizza, and Burger Singh have either opened or are considering opening outlets in Ayodhya, catering to the expected surge in visitors.
Infrastructural Developments: The Ayodhya Airport has opened, leading to increased searches for the city on online travel platforms like Agoda. Paytm has signed an MoU with Ayodha municipal corporation for seamless mobile payments, and Radisson Hotel Group has opened a new property in Ayodhya.
Multiplexes and Entertainment: Dhishoom Cinemas has opened a two-screen multiplex in Ayodhya, catering to the entertainment needs of the growing number of residents and visitors.
Tourism and Hospitality: Praveg Ltd and other hospitality brands are opening new resorts, and IndiGo, Air India, and Akasa have launched flights connecting Ayodhya. This surge has also attracted the attention of major retail players like ITC, Amul, Patanjali, and HUL.
A Harmonious Blend of Tradition and Commerce
As Ayodhya prepares for the grand inauguration of the Ram Temple, brands are seizing the opportunity to connect with consumers, contribute to the celebrations, and align themselves with cultural and spiritual values. The economic surge in Ayodhya, coupled with the increased interest from both tourists and businesses, creates a harmonious blend of tradition and commerce, showcasing the transformative impact of cultural events on the business landscape. As the nation eagerly anticipates the historic moment, these brands stand as witnesses to and active participants in the cultural and economic resurgence of Ayodhya.