In recent times there has been a massive surge in brand interest and advertising spending in spiritual events like Maha Kumbh, this year Jagannath Puri Rath Yatra has also drawn eyeballs. More corporate firms have now tried to advertise in Jagannath Puri Rath Yatra owing to the footfall that has been very high from past many years.
Firms like Swiggy, and many other beverage brands have been showing interest in Puri Rath Yatra that is all set to begin from June 27 and would draw 1.5 crore pilgrims this year. This year it has been estimated that the spending in the yatra will increase drastically by 14 times, last year the spending amounted to Rs 3-4 crore, this year it is estimated to be Rs 50-60 Crores, as per Shruti Haresh Chaturvedi, Founder of Chaaipani, a media and branding agency, working closely with the Puri District Administration. During a discussion, Haresh shared that 26 brands have already placed orders and in the coming days it is estimated that 11-12 more new orders will come. She added that this year there would be more than just hoardings and signages, “The cost of inventory is higher this year because the value of inventory has increased as we are creating whole vishram kendras (resting zones), bio-toilets and more.”
Talking of the cost of brand deals, she shared that this year the cost will vary from Rs 15 Lakh to Rs 2.5 crore for 10 days. As delivery partners, Swiggy will be a delivery partner for eight cities across India, she shared that there are many devotees who aren’t able to carry prasad along with them and there are many who aren’t able to attend the chariot festival, for them the food delivery app will be delivering the prasad.” Among other companies, top cola companies will be setting up resting and cooling zones.
She even shared that a bio-toilet is being developed, however the name of the company that will be managing it hasn’t been disclosed.
Influencers have been the centre part of all the events; she shared that almost 19 influencers will collaborate for the yatra. “This year we are collaborating with influencers coming to cover the Rath Yatra for brand shoutouts on social media.”
“Outdoor has an interest of 30-40 percent, another 20-30 percent is for on-ground activities like resting areas, bio-toilets, etc, and the rest is pushing the on-ground activities on social media, content created by influencers, and ads on digital,” she added.
