As Ayodhya readies itself for the Ram temple consecration ceremony today, brands are cashing in on the divine opportunity, proving that when it comes to marketing, even gods can't resist the allure of a  well-crafted campaign. The upcoming inauguration of the Ram Mandir stands as one of the most significant events of the decade, set to draw millions of devotees to Ayodhya from January 22 onwards. Over the next 2 to 3 months, this influx of devotees presents a profound opportunity for consumer brands to establish meaningful connections with a vast and diverse target audience.

From ITC to Emami to Bisleri to Dabur to Adani Wilmar and Radio City, various brands are strategically crafting special marketing plans across print, TV, digital, and outdoor platforms to tap into the anticipation and enthusiasm surrounding the ceremony. 

Brands Jumping On The Celebratory Wagon

ITC Limited’s Multiple Initiatives

ITC's Mangaldeep is set to establish 5-foot tall Mangaldeep Agarbattis to create a 'Khushboo Path' inside the temple premises on the day of the inauguration to enhance the devotees' celebratory experience. In the lead-up to the temple's inauguration, Mangaldeep also launched "Mangal Aarambh," a program designed to provide training for priests, shopkeepers, and hotel owners in Ayodhya. 

Commenting on other initiatives undertaken by ITC Mangaldeep, an ITC spokesperson said, “As part of the association, Mangaldeep has donated its flagship dhoop, the "Mangaldeep 3 in 1 Dhoop," for six months from the Temple's opening date. Two agarbatti stands have also been installed at 'Ram Ki Phedi' where devotees can light incense sticks and offer their prayers. Mangaldeep has also provided platforms for Pujaris at river ghats and pooja outlets, hawker setups and umbrellas for shade in the markets of Ayodhya. To facilitate the management of large crowds and enhance security measures, Mangaldeep will also be providing 300 barricades at the main Temple and over 100 barricades at the Temple entrance.”

Additionally, Aashirvaad Svasthi, ITC's Ghee brand, will be providing Pure Cow Ghee which will illuminate thousands of Diyas (lamps) during the auspicious day in the newly constructed temple. To welcome all devotees visiting Ayodhya, the Ghee brand has adorned prominent locations with banners and signages at key locations such as the airport, railway station, entrance of the Ram Mandir and other significant temples across the city. 

Dabur India To ‘Real’ly Indulge In Celebrations

Dabur India Limited has decided to donate a portion of profits from all Dabur products sold between today and January 31 to Shree Janmabhumi Teertha Kshetra. The brand has also tied up with dhabas and eateries on the Lucknow, Gorakhpur and Varanasi highways leading to Ayodhya. Dabur is branding these dhabas with its key brands like Hajmola and Real, besides undertaking extensive sampling of its product range here. Special stalls are also being set up in a special activity zone being created for pilgrims and visitors at the Tulsi Udyan in Ayodhya to let visitors and pilgrims touch, feel and experience our range of products like Dabur Amla hair oil and Dabur Vedic Tea.

Commenting on the same, Dabur India Limited CEO, Mohit Malhotra said, “Besides ramping up distribution of our products in the city anticipating the demand surge for daily essentials, we are also creating special experience zones in the city where visitors and pilgrims arriving in Ayodhya can touch, feel and experience our range of products like Real juices, Dabur Amla hair oil and Dabur Vedic Tea. At various Dhabas, customers will be served free Hajmola sachets along with their meals as a replacement for the usual mints and ‘saunf’ (fennel seeds).”

Emami To Showcase The Touch with Tradition

For Emami’s flagship brands like Boro Plus and Kesh King, various initiatives like large-scale sampling, boat branding near ghats, hoardings & wall wrap across the city, and auto rickshaw branding to name a few are also being undertaken. While BoroPlus is doing outlet visibility, digital promotion, billboards & sampling activity in this event, Kesh King has woven event-specific messaging, exemplified by the phrase "Ayodhya King ko, Kesh King ka Pranaam," into a diverse array of visibility assets placed in high footfall areas throughout Ayodhya. 

Shedding light on the initiative taken by the brand, an Emami spokesperson said, “As far as the inauguration of Ayodhya Ram Mandir is concerned, these deliberate integrations not only pay respectful homage to the profound historical importance of the event but also serve as a powerful tool for fostering a meaningful connection of a wide array of consumers with our brand. Concurrently, we are also ramping up our distribution efforts in adjacent regions to seamlessly cater to the anticipated surge in footfall drawn by the event.”

Adani Wilmar Fortune’s Delicious Plans

Fortune, in alignment with its brand essence of 'Ghar ka khana, ghar ka khana hota hai', is set to engage Ayodhya visitors with distinctive activations. The brand plans a seven-day Jalebi Sampling Spree, distributing over 25,000 jalebis in the shape of its iconic 'Bloom' logo, paying homage to Lord Rama's fondness for Jalebi. Additionally, Fortune will introduce a unique pakoda platter at 10 local snack shops for 15 days, showcasing its products. The brand will also host a one-day Fortune Mega-Bhog event, serving a feast prepared with Fortune products to over 5,000 people. Strategic BTL activities, including gate branding, hoardings, and television sponsorship during Shrimad Ramayana,  will also be a part of the brand's immersive engagement approach.

Commenting on the initiative, Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar, stated, “Fortune is excited to be a part of these celebrations. The Ram Mandir consecration celebrations in Ayodhya hold immense significance to those who will gather at Ayodhya from across the globe. We have planned to fascinate visitors with a carefully curated range of special traditional delicacies befitting the occasion, all prepared entirely using the range of Fortune products.”

Radio City Jingles In Festivity

Radio City announced the campaign, 'City Chale Ayodhya Dham,' spanning 15 days and designed to captivate millions of people. The campaign offers an engaging on-air experience, blending creatively crafted sound to evoke emotions tied to faith and unity. Additionally, on-air contests will provide listeners with a chance to win a Darshan in Ayodhya. Additionally, the audio journey will continue with RJ Akhil's "Kahani Pauranik Bharat Ki" and RJ Saurabh Shukla's "City Chale Ram ke Dham. To further encourage the Ayodhya Development Authority's 'Plastic Mukt Ayodhya' vision, Radio City will be distributing plastic-free bags in the city. 

Sharing insights on the same, Ashit Kukian, CEO, Radio City, said "'City Chale Ayodhya Dham' is not just a campaign; it's a soulful journey connecting the diverse threads of our culture. With each beat of Radio City, we embrace the profound significance of the sacred city, celebrating with millions of devotees worldwide."

Signify To Light Up Ram Mandir & Ram Path

Signify India (earlier Philips Lighting) has announced the illumination of the Ram Path and sections of the Ram Mandir with customized ornamental and functional lights. Signify is also executing façade lighting for Dharampath Gate and Surya Stambh Gate, elevating its architectural features and enormous structure.

Vikas Malhotra, Business Head, Systems and Services, Signify, Greater India expressed enthusiasm, stating, "We are honoured to light up Ayodhya’s landscape with our distinct range of lights. At Signify, we have always been at the forefront of the lighting industry for our technology, innovation and customization. Our lighting designs at the Ram Mandir and Ram Path are a blend of heritage and cutting-edge technology illuminating the space to honour the divine journey and celebrate its unique heritage."

Amping Up The Presence In Ayodhya

Reliance Consumer Products, the FMCG arm of Reliance Retail, is expanding its footprint in Uttar Pradesh with brands such as Independence bottled water, Campa fizzy drinks, and snacking brand Alan’s Bugles are extending their reach into the regional market.

Parle has expanded the distribution of biscuits, confectionery, and snacks at various touchpoints, not only in Ayodhya but also in neighboring towns and cities. Additionally, the company is actively sampling its diverse portfolio of brands.

Bisleri has also amped up supplies along road routes to Ayodhya and vital consumption hubs within the city. The company is poised to inaugurate a new plant in Ayodhya soon to meet the heightened demand. Bisleri Greener Promise - the sustainability arm of Bisleri International, is partnering with local authorities to install over 200 recycling bins for plastic across a 5-kilometer radius around the iconic Ayodhya Ram Mandir.

Endeavours Away From Ayodhya

Brands like Pride of Cows (From House of Parag Foods), RAK Ceramics, Reliance, Coco Cola, PVR Cinemas & Kalyan Jewellers have also launched various initiatives to celebrate the Ram Mandir consecration event.  

Pride of Cows - a Single Origin Milk brand of Parag Milk Foods has donated ghee to The Tirumala Tirupati Devasthanams (TTD). This contribution supports TTD's initiative to provide 'Srivari' laddus, each weighing 25 grams, for the consecration ceremony of the Ayodhya Ram Mandir. With a heritage of 300 years, the 'Srivari laddu' prasadam will be distributed among participating devotees and esteemed guests on the day of consecration. 

RAK Ceramics has partnered with the Ram Mandir Project. As a part of the project, RAK Ceramics products are used in various key areas of the Ram Temple Complex, including the Pilgrims Facility Centre, Fire Post, Pilgrims Toilet, Main Receiving Substation, Staff Locker Male/Female, Waiting Hall, and UPS Room, etc. These are high-footfall areas that will serve millions of visitors each year. 

Coca-Cola has embraced the temple inauguration theme by swapping its iconic red branding for brown colours. With 50 strategically placed vending machines and plans for 50 more, the company aims to provide a refreshing experience for pilgrims.

PVR INOX Ltd has announced that it will bring the live screening of the inauguration during the consecration ceremony to its cinema screens on January 22, 2024. The cinema chain will be broadcasting the ceremony live with AAJ TAK across 160+ cinemas across 70+ cities in India. The live screening of the entire ceremony will take place from 11 am to 1 pm and the tickets will be available for Rs 100 at various platforms.

Kalyan Jewellers has added new Ramayana and Ayodhya-inspired designs to its heritage jewellery collection 'Nimah'. The addition aims to merge timeless tradition with divine inspiration. The new designs incorporate elements from the Ramayana - motifs of Rama and Sita, alongside the Rama Pattabhisheka and the Ayodhya temple.