For instance, Linterland, the rural marketing wing of Lowe Lintas & Partners, has tied up with Indian Railways and Sony Entertainment to map out marketing and advertising plans to promote their clients' brands which include Titan's Sonata and HLL's Fair & Lovely, among others.

In fact, Linterland has initiated a co-branding exercise with Indian Railways for its client Titan's Sonata to name a junction at Allahabad as "NainiSonata." Says Initiative Media president Ashish Bhasin: "It's for the first time an Indian advertiser has initiated a co-branding exercise by changing the name of a junction. We have bought marketing rights to display our products at four junctions that lead to Allahabad."

As for Linterland's ad strategy, the agency has focused on novel ideas and its implementation, says Mr Bhasin. "Our strategy is not just painting walls. We have tried to create a brand experience for our products. So we have used hoardings, glow signs and kiosks all over the junction to display Titan Sonata," adds Mr Bhasin. The agency has also painted the boats which ferry passengers to mela grounds with ad messages of its brands.

To woo visitors, Linterland has also set up four giant screens at strategic positions at the mela ground. Through its tie-up with Sony Entertainment, the agency shows mythological softwares which are interspersed with commercials for its 16 clients. The list of clients participating in the Kumbh Mela 2001 Allahabad through Linterland include, Hindustan Lever Ltd (Fair & Lovely/Vaseline), Maruti Suzuki (Maruti 800/Omni), Kirloskar Oil Engines Ltd, Super Jiger HT Oil Engines, Titan Industries (Sonata watches), GM Pens (Reynolds), United Marketing (Vapour rub), Medimix Ltd (Cough Syrup), Khaitan (India) Ltd (Khaitan fans).

In a bid to promote HLL's Fair & Lovely, Linterland has kicked off promotions schemes and sampling activities at the mela grounds. "We are offering Fair & Lovely sachets free to visitors," adds Mr Bhasin.

Yet another major player, Ogilvy Outreach Communication Network, O&M's rural wing has mapped out a different strategy which mainly focuses on `Sampling & Demonstration' methods.

The agency's clientele for Kumbh Mela 2001 includes Onida, Dabur, Lifebyouy and A1 Tea and Parle G.

Says Ogilvy Outreach regional project director (Lever Brands) Mr Dalveer Singh: "We are focusing on brand-specific activites for our 35 clients. We think `sampling' play a vital role in attracting crowds. We have painted `Vikrams' with our advertising for Parle G," adds Mr Singh.

Coinciding with the Kumbh Mela celebrations, HTA plans to extend its rural communications initiatives across the nation. Headed by Mr Hiren Pandit, HTA Rural has extended its rural services to its existing clients namely Blow Plast, Godrej Sara Lee and Hindustan Petroleum Corporation Ltd (HPCL), among others.

Realising the huge opportunity that Kumbh Mela offers to Indian marketers, HTA has negotiated for the rights of many channels with the authorities of Kumbh Mela two months ago, informs Mr Gupta. "Our objective is to offer innovative rural marketing and communication strategy to our clients. With the right infrastructure and logistics, we hope to implement exclusive communication strategy to our clients - that's our USP," adds Mr Gupta.