Maha Kumbh: Companies rope influencers to amplify their brands

NEW DELHI: Massive firms are roping in dozens of influencers to amplify their manufacturers and messaging on the ongoing Maha Kumbh, forging such collaborations for the primary time between a spiritual occasion and social-digital influencers.E-commerce platform Amazon has roped in regional and nationwide influencers to publish ‘experiences’ of its field beds for devotees at Kumbh, which it has positioned in Prayagraj, whereas ITC is collaborating with regional Instagram influencers for Bingo snacks.

The soaps-to-staples maker is collaborating with influencers common amongst audiences in Uttar Pradesh, Bihar and Jharkhand, to create related content material.

Coca-Cola, which is launching ‘Maha Kumbh particular version packs’ for a few of its drinks, placing up hydration carts and meals courtroom activation on the mega spiritual occasion, too is collaborating with influencers.

“Influencers kind an integral a part of the way in which we inform our tales. As they share their experiences, they supply a lens for his or her followers to be a part of this expertise,” mentioned Greishma Singh, president of selling at Coca-Cola India and Southwest Asia.

Instagram had over 350,000 posts with Maha Kumbh hashtags on the primary day of the Kumbh, together with from YouTubers and content material creators from Pakistan, Finland and Mauritius.Trade executives mentioned whereas such collaborations could not end in a rise in long-term gross sales, they’ll function take a look at grounds for launches or generate consciousness for brand spanking new shoppers. “For an occasion resembling Kumbh, influencer collaborations could be instantly helpful to manufacturers, given the stature of the occasion. The visuals at Kumbh are very completely different from different religious occasions, it entails mass logistics, and the numbers are large,” mentioned Harish Bijoor, founding father of consulting agency Harish Bijoor Consults.Flashlight and battery maker Eveready Industries is among the many firms leveraging social media platforms to tie its manufacturers with the religious occasion. The corporate has provided siren torches to police personnel. One other client firm, Reckitt Benckiser, mentioned it’s making soaps accessible to sanitation staff at Kumbh and deploying “well being and hygiene volunteers”.

“The micro and regional influencers cost lower than a fourth and a few negligible, in comparison with what a well known celeb would and are preferrred to attach with tier-2 and tier-3 shoppers that are within the majority on the Kumbh. Even when there are not any speedy delta upswings on gross sales, returns of investments are low so the technique works nicely for manufacturers,” mentioned an government with an influencer advertising firm, working instantly on the Kumbh with a big client model.

Nonetheless, native authorities have clamped down on how influencers can perform and make content material viral on the spiritual occasion, citing safety and regulation and order considerations. Social media influencers must get prior police approval for actions resembling working drones and wish to stick to stringent tips on content material sharing. The influencers additionally must observe tips that prohibit “sharing rumours, posts that might provoke or damage spiritual sentiments or incite unrest”, in response to tips issued on Friday by the state administration.

Analysis agency Statista mentioned in a December 2024 report Instagram is the main platform for collaboration between influencers and types in India, adopted by YouTube.