Capturing Pilgrims Mind Space in India: A Study of Sales Promotions at Maha Kumbh Mela Allahabad 2013 and Kumbh Mela Ujjain 2016

Abstract

Kumbh Mela is held once in twelve years in India and is being hailed as largest congregation on earth. Kumbh Mela held in Allahabad in 2013 provided unprecedented learning opportunity and seminal scholarship for multi-disciplines spanning public health, business, religious expression, temporary infrastructure, and the makeshift economy among other subjects. Harvard university book 'Kumbh Mela - Mapping the Ephemeral Megacity', claims that Maha Kumbh Mela held in 2013 was better organized than FIFA world cup held in Brazil in 2014. This bears a testimony to the 'Globalizing Indian management thought'. The sheer size is indicated by the fact that as an estimate 120 million people visited the Kumbh Mela at Allahabad in 2013. These events made multinational and Indian companies to mull over sacred calendars and promote their wares and services. There were innovate sales promotions such as 'Lifebuoy se haath dhoye kya' to 'Kya apne dant snan kiya' by Dabur among others. Kumbh Melas as an event represents harmonious existence of religious beliefs and business. This also provides unique opportunity for the Marketers to contribute to the society for social responsibility, while demanding business leadership and cultural sensitivity from managers.The research article makes modest attempt to elucidate various sales promotions of select brands in the context of Kumbh Mela as religious events, and develops conceptual frameworks for understanding of sales promotions at religious events in India for the marketers.