According to a 2015 survey conducted by Pew Research Centre, 8/10 Indians said that religion is extremely important in their lives. Religion is hence, not just a system of beliefs, but a tour de force which shapes how most people in the country think and feel.
In fact, more than 50% of domestic holidays in India are a part of ‘religious tourism’, a sector with an escalating growth rate, catering to various socio-economic groups.
Religious gatherings, like the Maha Kumbh Mela or the Pandharpur Mela are a key part of this sector, where a diverse range of people meet at a single place to celebrate the festivities, a ripe situation for marketing activities.
The following are seven reasons why brands should use religious gathering for marketing:
1. Vast congregation of people:
The sheer size of the population attending these gatherings serves as a platform for brands to reach out to their audience at once. The reach of the activity is amplified and better received by the dense crowds present in the religious gathering.
2. Increased attention:
Festivals like the Maha Kumbh Mela require the audience to stay at the venue for more than one day, sometimes lasting weeks. This allows brands to grab and retain attention for a longer period of time.
3. Larger space:
As most religious gatherings are hosted at massive venues, there is sufficient space to demonstrate products and services. This allows them to perform sales promotion and sampling activities in a cost effective manner.
4. Opportunity to perform CSR activities:
The attendees of these festivals are often subjected to adverse weather conditions, long waiting periods and hazardous amounts of travelling. There is, for example, a much required need for medical assistance in these gatherings. Brands can thus find it opportune to conduct Corporate Social Responsibility (CSR) activities and increase their brand goodwill.
5. Higher disposable income:
As people come to religious gatherings with a motive to spend, they are open to newer experiences which is a major opportunity for brands marketing at these religious jamborees. This also serves as a great touch-point for women who come to these events with a higher propensity to spend and consume.
6. Enhanced media coverage:
Religious gatherings get tremendous media coverage, at times even on international shores. Brands can thus achieve valuable media presence, a necessity in the current market scenario.
7. Holistic visibility:
During such times, cities and towns are decked up to celebrate the revelry. Mandir premises, bus shelters, and walls among other media channels can act as fresh touch points for the effective visibility of products/services, thereby increasing brand awareness.