Concept- Free Kumbh Mela Darshan

• Expected visit at Kumbh Mela- 60 million people. The idea is to tap another 275 mn. from

2 major states UP & MP, the main crowd puller states.

• Run a Vodafone Lal Quila sms Contest for free Kumbh Mela darshan for 2 people for 2

days, via Vodafone branded buses from 2 points 1 each in the 2 states, fully sponsored

including food & lodging.

• Target Group- a)Existing users b)New Connections c) Mobile Number Portability

• Pre Publicity• SMS Blast to all the Vodafone consumers • Road show in low market share

areas • Static Visibility: Posters, Banners and Danglers in the mobile shops –in the target

cities, towns and villages • Local cable/ Radio: Advertisement in local radio and cable

television for creating hype and taking the event to another level • Mall Activation: Games

on network, special services on Vodafone • Social Media: Facebook, Twitter • PR: Regional

TV and Press

Continued next slide.

• Massive Static & other branding at Vodafone Lal Quila, the Kumbh Mela venue-

• a) All major vantage points visible- Welcome Gate / Tents/ Entire Railing on both sides

of the 3 temporary Bridges/ Numbered watch towers / Boats / Direction Sign boards/

Entertainment Area Stage/ Drinking Water Stations / Changing rooms/ Hot Air Balloons/

Vodafone Mobile Charging stations.

• b) Kumbh mela being famous for people getting lost in the crowd hence we can have

“Chalta Firta” Vodafone Branded mobile PCO booth. (ABSOLUTELY FREE)

• c) Public announcement system – Every announcement will proceed Vodafone brand

name

• d) Food packets/ Free photos at charging stations/ Games passes to Vodafone stalls

• e) Live posting on Facebook and Twitter

• f) Huge electronic and print media coverage (PR)

Idea connects at KumbhLink for full story - http://www.afaqs.com/news/story/36691_Idea-connects-at-Kumbh

By Devesh Gupta, afaqs!, New Delhi, February 08, 2013 Section: News Category: OOH News

The telecom brand from the Aditya Birla Group has launched a massive outdoor campaign at the Kumbh Mela in Allahabad to connect with its consumers and increase visibility.

Idea has placed two branded balloons near the Sangam area to increase visibility. The OOH campaign uses several outdoor formats such as welcome gates, indication balloons, traffic barriers, maps, boats, shlok signages, helpline kiosks, indication kiosks, umbrellas, generic kiosks, inter-city buses, railway stations hoardings, unipoles, bus shelters and others. The brand is providing 'Mela Maps' to the devotees, with information on all key areas of interest.

It is also supporting the local authorities and pilgrims through the welcome gates installed at various entry points across Allahabad, traffic barricades and signage displaying various administrative helpline numbers like fire, police and ambulance, among others.The mobile operator has also arranged boats to carry the devotees who plan to take a dip in the confluence of the three rivers, the Ganga, Yamuna and Saraswati, that are considered to be sacred in the Hindu religion.

To engage customers in the circle, the telecom giant has also launched a contest, 'Shahi Nav meinsangam snaan ka Idea'. Consumers recharging their phones between January 18 and February 3 can win the boat ride and take a dip in the holy waters during February 12-24.

The creatives for the campaign are designed by Lowe Lintas and the outdoor activations are by Platinum Outdoors.

Bangard adds, "We have also launched special VAS services: A voice portal (IVR short code) that offers important information on Kumbh such as dates for shahi snaan and how to reach Allahabad. Subscribers can also listen to live arti on their Idea mobile."

Vodafone Free 3G Helicopter Kumbh Darshan

• Expected visit at Kumbh Mela- 60 million people. The idea is to tap another 275

mn. from 2 major states UP & MP, the main crowd puller states.

• Run a Vodafone Free 3G Helicopter Kumbh Darshan sms Contest for free Kumbh

Mela from Point B to A in UP & Point C to A in MP. Receive the Holy Water in a pot

directly from the spot.

• Target Group- a)Existing users 50% b)New Connections 50%

• Pre Publicity• SMS Blast to all the Vodafone consumers • Road show in low

market share areas • Static Visibility: Posters, Banners and Danglers in the mobile

shops –in the target cities, towns and villages • Local cable/ Radio: Advertisement

in local radio and cable television for creating hype and taking the event to

another level • Mall Activation: Games on network, special services on Vodafone •

Social Media: Facebook, Twitter • PR: Regional TV and Press

CHARTER TO NIRVANAAt Kumbh, Search for Salvation in Lap of Luxury

Helicopter view of mega event, upscale cottages & exotic food among

comforts on offer

MAN MOHAN RAI, ALLAHABAD, The Economic Times, 29th January 2013

A bird’s-eye view of the sea of humanity that descends upon the confluence of three rivers in Allahabad every 12 years is among the special services on offer for the well-heeled devotees at the Kumbh Mela. Customised travel operator Holiday Links has come up with a Delhi-Allahabad-Delhi service, at . 1.05 lakh per head, allowing visitors to savour a helicopter view of the event, which is extra special this year because it is the Maha Kumbh that comes once in 144 years. Besides this novelty, luxury tourism in the form of upscale cottages across 58 sq km around the river banks has gone hipper, with tour operators vying to outdo each other in catering to the affluent pilgrims. After all, the outpouring in search of salvation or even exotic tourism presents a splendid business opportunity at the largest congregation of humanity on the planet, for 55 days until March 10. Then, of course, there is the jet set that arrives on private or chartered planes. A group of five people can avail of the chopper service, says Holiday Links’ MD Pradeep Kataria, adding that it takes just about an hour-and a-half to reach Allahabad and that the trip can be customised as per requirements. The group can ideally take off in the morning, hover above the Kumbh Mela, soaking in the atmosphere and taking pictures, and take off for the venue in a luxury car after landing at the local Bamrauli airport. The operator will also arrange for boats to take the group to the Sangam, where Ganga, Yamuna and the mythical Saraswati river meet, for a holy dip. Officials warn, however, that no private chopper or plane will be allowed over the Kumbh area on February 10, 15, 25 and March 10, the remaining main bathing days. Holiday Links has put up luxury cottages on the other side of the river bank in Arail and Jhunsi, where the crowds are thinner.