The Maha Kumbh, renowned as one of the world’s largest spiritual gatherings, served as the perfect backdrop for an extraordinary Out-of-Home (OOH) campaign by Laqshya Media Group for Santoor. Over the course of three months, the campaign was seamlessly integrated into the rich cultural and religious atmosphere of Prayagraj, ensuring that the brand’s message reached millions of devotees and travellers flocking to the holy city.
Laqshya Media Group, with its intricate understanding of audience movement and engagement during the Maha Kumbh, carefully crafted a strategy that positioned Santoor at high-impact locations. The brand’s core message, blending the purity of its Haldi-Chandan essence with the sacred theme of “Sangam,” deeply resonated with attendees. Larger-than-life billboards, adorned with vibrant Santoor imagery, symbolised nourishment and care, reflecting the spiritual essence of the event itself.
As the grand spectacle of the Maha Kumbh unfolded, the Santoor campaign became a ubiquitous visual identity, captivating audiences amidst the vast sea of devotees. From pilgrims seeking divine blessings to travellers navigating the spiritual corridors of the event, the campaign’s reach was unparalleled. Every aspect of its execution was precise and purposeful, reinforcing Santoor’s commitment to purity and tradition while enhancing brand recall in an environment rich in cultural heritage.
Reflecting on this powerful brand integration, S. Prasanna Rai, Senior Vice President of Wipro Consumer Care & Lighting, expressed his enthusiasm: “The Kumbh Mela offers unparalleled reach, and with the right messaging, can significantly enhance brand perception. Our Santoor Kumbh campaign, which integrated our ingredient messaging with the concept of ‘Sangam,’ aligned perfectly with the event. Laqshya, our strategic media partner, helped amplify the Santoor message manifold by plugging the contextual message at the relevant places, touching millions of consumers.”
Amarjeet Hudda, COO of Laqshya Media Limited, shared his perspective on the success of the campaign, stating, “Executing an OOH campaign at the Maha Kumbh requires a deep understanding of audience flow, contextual messaging, and strategic placement. We took on this challenge with a mission to ensure Santoor’s presence was not just seen but truly experienced. The overwhelming response reaffirms our belief in the power of impactful outdoor advertising in a cultural spectacle of this magnitude.”
