While official estimates on the total expenditure are not available, industry analysts estimate the promotional expenditure among the FMCG majors to be in the range of Rs 5-7 crore. Be it hoardings, stalls, film sponsorships or kundali branding, POPs, mass media, and even new product launches, brand promotions are visible all over the place to woo the captive audience over the next 40 days. Soft drinks major Pepsi Co, for one, has tied up with UP Tourism and the various food stalls and restaurants to quench the thirst of all and sundry. But more than just a window for sales, the Kumbh Mela is turning out to be a platform for strategy.

In tune with the spirit of the mega event, HLL is using this opportunity to change hand-washing and bathing habits in rural India. "The Mahakumbh at Allahabad is the biggest mela in India and, with its focus on `cleansing' is a good fit for the `Lifebuoy for health' message of the brand," says an HLL spokesperson.

Even though Lifebuoy is not using mass media for this promotion, innovative communication tools are being used at the mela to communicate the importance of health and hygiene. "Large-scale activity has been initiated to explain to the assembled masses the importance of hand-washing in basic hygiene,'' says a spokesperson.

The company has put up 14 stalls at various points in the mela grounds. Some hand-carts have also been deployed for increasing access. The numbers of both may be increased based on response. ``The activity aims to build awareness in the target audience about hygiene and health through product demonstrations," the spokesperson said.

Colgate-Palmolive is concentrating on promoting its products, mainly through ground activities. The products include the flagship brand, Colgate Dental Cream, Colgate Cibaca Top, ZigZag toothbrush, Colgate Super Flex, Palmolive Naturals range and Colgate Herbal. Balloon blow-ups is one popular mode which is being used to advertise the brands.

Dabur India too sees a major marketing opportunity at the on-going Kumbh Mela. Apart from using outdoor advertising media such as hoardings and hotair balloons, the company is actively promoting its 400-strong product portfolio at its 40ft by 15 ft stall in the commercial area of the venue. To attract consumers, an Ayurvedic physician has been deputed to provide free consultation at the stall.

As companies are not allowed to open shop in the main arena, Dabur has also employed about 30 `jumpboys' who mingle along with the crowd and hence are the walking window shops for the company. These boys carry Dabur's smaller SKUs such as Hajmola sachets or Pudinhara sachets in trays and also have a audio player which runs jingles of various Dabur products. ``The idea behind this initiative is to reach out to the audience rather than wait for them to come to the stall,'' says a Dabur source. Dabur will also air about 12,000 commercials on the 15-video walls placed at the mela during the length of the festival.

Opines Mr Jagdeep Kapoor of Samsika Marketing Consultants: "Though Kumbh Mela is the biggest opportunity, albeit for mass brands, marketers must keep in mind that after the event is over, it must be measured scientifically to gauge the impact since big money is being spent on promotional activity at this once-in-twelve year event." For now though, all's fair in mela marketing.