Ganesh Chaturdhi is a grand festival and it is one of the many festivals that are celebrated with a community spirit. The entire community comes together and set up a temporary erection and installs giant idols of the god. The surrounding population and in many cases devotees from faraway places come to worship Ganesha.
Down the years the Ganesha idols have become bigger and bigger and it is a common place to see 50 or 6o feet Ganesha statues. This year there is a massive 119 feet idol that is put up at Visakhapatnam, Andhra Pradesh. So how do marketers cash in on the religious fervor that gets built up?
Many companies sponsor the idol itself. This generates tremendous goodwill and the company that sponsors the idol gets lots of free eyeballs through Press and TV coverage.
The next most popular method is to sponsor the laddu that is given as Prasad to the devotees. This year for example the laddu at the giant Ganesha idol at Visakhapatnam weighs in at a mind boggling 6,000 kgs. The laddu is then auctioned off on the last date of festivities and that event is telecast on all local television channels.
The Ganesh Pandals are very popular and are big crowd pullers. Companies can try out new products and the Pandals can be great avenues for trying out new products. But all the things that are mentioned above are routine and are very run of the mill type of promotions. Let us see some more innovative types of promotions.
Most devotees who throng the Pandal are looking for keep sake photos. So why not try out a campaign where the company can give a photo of Ganesha. The snap can have the name and address of the sponsoring company. These snaps inevitably end up in in the prayer area of the house. Quite a holy connect and a very smart way to be remembered.
The feeling of faith is something that is very deep and spiritual. By being a part of that spirituality companies can move closer and become a part of the customers’ inner self.