As Ayodhya gears up for the grand inauguration of the Ram Janmabhoomi Mandir on January 22, 2024, the city is not only set to become a significant pilgrimage and tourist hub but also a hotspot for various brands looking to capitalize on the monumental event. With Prime Minister Narendra Modi and numerous high-profile guests attending, brands are strategically aligning marketing efforts to ride the wave of enthusiasm generated by this historic ceremony.
How are Brands supporting their part in the Ayodhya Ram Mandir event?
1. Dabur
Dabur India, a leading homegrown FMCG company, is expanding its product distribution in the city to meet anticipated demand for daily essentials. CEO Mohit Malhotra shared that the company is investing in on-ground marketing, establishing experience zones for brands like Real juices, Dabur Amla hair oil, Dabur Vedic Tea, Dabur Gulabari, and Dabur Chyawanprash. Dabur has also formed partnerships with eateries on highways to Ayodhya, branding them with key products like Hajmola and Real, and engaging in extensive product sampling. The digital presence of Dabur Gulabari, Dabur Amla, and Dabur Chyawanprash further reinforces their support for the Ram Mandir initiative.
2. Adani Wilmar
Under its cooking oil brand Fortune, Adani Wilmar plans on-ground activities like Jalebi Sampling Spree, pakoda platter, and mega-bhog event. Television sponsorship during ‘Shrimad Ramayana’ aligns with Ayodhya celebrations, integrating various Fortune products.
3. ITC’s Mangaldeep
With the imminent inauguration of the Shri Ram Mandir in Ayodhya, ITC’s Agarbatti brand “Mangaldeep” is commemorating the special bond between individuals and the divine in its latest advertising campaign.
In collaboration with Shri Ram Janmbhoomi Teerth Kshetra, ITC is joining hands to utilize its agarbatti brand, Mangaldeep. The company has committed to a six-month donation of ‘dhoop,’ beginning from the inauguration of the temple. This contribution encompasses the installation of a ‘khushboo path,’ featuring five-foot-tall agarbattis, within the temple premises on the opening day, along with the provision of agarbatti stands. Additionally, ITC is supplying 400 barricades branded with Mangaldeep for effective crowd management during the events.
4. Galalite
Cinema screen manufacturer Galalite contributes to the event by erecting the world’s largest seamless projection screen at the Ram Temple.
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5. Cantabil
In a press release on Friday, Cantabil, the retail fashion and apparel brand, declared the inauguration of its 500th store in the historic city of Ayodhya.
6. Boroline, Augmont Gold, and PP Jewellers
Boroline introduces a fresh pack featuring the Mandir emblem. Augmont Gold and PP Jewellers launch commemorative collections.
7. Greenpanel
Greenpanel launches an innovative outdoor marketing campaign in Ayodhya with wall wraps on connecting roads, creating a visual spectacle for visitors.
8. Amul
On the occasion of the Ayodhya Ram Temple inauguration, Amul extends a warm welcome to the symbol of a billion hopes.
9. Increasing dining experience in Ayodhya
In terms of quick service restaurants (QSR), Starbucks and Domino’s Pizza are reportedly exploring the possibility of opening their outlets in the city. Furthermore, Burger Singh successfully inaugurated a QSR in Ayodhya nine months ago.
10. Hospitality and Travel
Hospitality brands like Praveg Ltd are opening resorts in Ayodhya. Airlines like IndiGo, Air India, and Akasa launch flights to connect Ayodhya. Investments in infrastructure are evident with RDC Concrete planning an RMC plant. In fact, passengers aboard the IndiGo flight experienced a unique sight as devotees, adorned as Lord Ram and Hanuman, assembled at Ahmedabad airport on Thursday morning (January 11) to embark on the airline’s inaugural direct flight to Ayodhya.
#WATCH | Gujarat: As the first flight for Ayodhya leaves from Ahmedabad, passengers arrive at the airport dressed as Lord Ram, Lakshman, Sita, and Hanuman. pic.twitter.com/3EviO4mxzV
— ANI (@ANI) January 11, 2024
11. Pakka Limited and Axis Three Dee Studio
Pakka Limited collaborates with the Ram Mandir Trust for eco-friendly practices, and Axis Three Dee Studio introduces water projection mapping at Suraj Kund Ayodhya.
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12. Uber
Ride-hailing app Uber announces the introduction of electric auto-rickshaws in Ayodhya.
13. Real Estate and Housing
In the realm of Real Estate and Housing, The House of Abhinandan Lodha reveals Amitabh Bachchan’s land acquisition in Ayodhya. Substantial investments in hotels by renowned chains such as IHCL, Marriott, Sarovar, and Wyndham are currently in progress, with anticipated completion post-2024. According to official sources, Ayodhya is witnessing the development of over 50 major hotel construction projects, including prestigious establishments like Taj Hotels, Marriott International, Sarovar Hotels, and the Park Inn.
14. Retail Brands
Zudio, Westside, Pantaloons, Cantabil, Kalyan Jewellers, Starbucks, Domino’s Pizza, and Burger Singh are among the retail brands planning to capitalize on Ayodhya’s potential as a tourist and pilgrimage hub.
15. Infrastructural Developments
Ayodhya Airport opening and Paytm’s MoU with Ayodha Municipal Corporation for seamless mobile payments reflect the city’s growth. Radisson Hotel Group opens Park Inn by Radisson in Ayodhya.
16. Multiplexes
Dishoom Cinemas opens a two-screen multiplex in Ayodha, gearing up for the city’s future as a travel destination.
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17. Coca Cola and Parle
Companies like Coca-Cola India and Parle are gearing up for active participation in the spiritual festivities in Ayodhya. Coca-Cola India, a leading beverage giant, is strategically increasing its presence in the city with a specific focus on providing affordable beverage options. The company is committed to ensuring retailers receive continuous and ample supplies 24*7.
18. Overall Investments
The Ram Janmabhoomi temple is expected to attract investments of over Rs 15,700 crore for redevelopment, railway station projects, food plazas, and more.
Conclusion
In conclusion, the forthcoming inauguration of the Ram Janmabhoomi Temple in Ayodhya on January 22, 2024, is not just a significant religious and cultural event but has also sparked a vibrant wave of economic and marketing activities. From FMCG giants like Dabur to hospitality brands, retailers, and infrastructure developers, various sectors are aligning their strategies to leverage the immense opportunities surrounding this historic moment. The convergence of brands and investments not only underscores the event’s cultural importance but also highlights Ayodhya’s emerging status as a major pilgrimage and tourist destination. As the nation eagerly anticipates this monumental occasion, the business landscape in Ayodhya is set to flourish, leaving an enduring impact on the city’s economic trajectory.
