Advertisers, particularly across the FMCG sector, are scrambling to leverage outdoor and BTL advertising ahead of the highly anticipated Ram Mandir inauguration in Ayodhya on Monday. While typically, high profile events like these draw brands to TV channels, industry experts note that outdoor and consumer activations are the preferred routes for advertisers this week in Ayodhya.
Anticipating an increase in visitors, outdoor media sites are commanding a premium in and around the temple town of Uttar Pradesh. According to Amarjeet Singh Hudda, COO of Laqshya Media, OOH media prices have increased 3x to 4x due to increased advertiser interest and competition for premium outdoor hoarding sites. “Currently, there is a significant spike in the market, with an anticipated increase of more than 20 times in ad spending in the short run. This surge is expected to settle in the coming couple of months,” explains Hudda, noting that the demand is both from small local players as well as from national brands.
The prevailing trend in Ayodhya indicates a focus on key transit touch points such as airports, railway stations, and bus stands. Additionally, strategic spots like Saryu Ghat, Lata Mangeshkar Chowk, and routes leading to the Ram Temple are in high demand.
A handful of premium sites might have even seen an 80% hike in rates in the run-up to January 22. On an average, a hoarding in Ayodhya costs around Rs 1,000 a day but a few have been sold at close to Rs 2,000 a day with stiff competition for the best sites.
National TV news channels are also said to have hiked ad rates by around 20% for brands looking to buy spots next week. However, most brands are targeting local news channels in the North, which are now charging around Rs 8,000 per 10 seconds, compared to less than Rs 1,000 on a regular day. But these are not long-standing rates, warn advertisers; these rates would apply for a three-day (Sunday, Monday, Tuesday) period at best.
One of the many national brands making its presence felt in Ayodha is Parle Products. The company’s vice-president Mayank Shah explains that the brand’s advertising has largely been on outdoor and LED screens around the Ayodhya area. It is also sponsoring events, conducting sampling exercises and advertising through wall paintings in Ayodhya. TV, however, is not a big focus for the brand since it is targeting local as well as ‘floating population’, referring to visitors in the city. “Ayodhya’s population is around 5 lakh but now with the new Ram Mandir, we will see tourist footfalls or a floating population of over 40 lakh every month. With connectivity improving, highways will also need to have enough volume of products to cater to visitors driving into Ayodhya. So we are ensuring that our distribution is ramped up to meet growing demand from pilgrims at Ayodhya,” explains Shah, asserting that advertising efforts need to be supported by effective distribution too.
Marketers are optimistic about the growth potential from a city like Ayodhya, considering how temple tourism has thrived in regions like Varanasi and Ujjain with improved connectivity for pilgrims. Though the exact volume of ad spending remains unknown, advertising agencies estimate that brands are spending up to Rs 50 lakh in the small city for the big temple ceremony.
One of the most active brands ahead of the big Ram Mandir inauguration has been Dabur. The company has tied up with dhabas on the Lucknow, Gorakhpur and Varanasi highways leading to Ayodhya. It is creating experiential zones in the Ayodhya region for its Real juices, Dabur Amla hair oil and Dabur Vedic Tea.
Even brands like PVR INOX with a large nationwide footprint are leveraging the big Monday ceremony by tying up with Aaj Tak to screen the inauguration event across their cinemas and offering free popcorn to devotees who attend.