Latest news with #MahaKumbhMela
Time of India
a day ago
- Business
- Time of India
Marketing Matters: The making of Fevicol's TeekaID campaign
The stories of legacy brands are often masterclasses in consistency, creativity, and cultural relevance. Even in a world saturated with marketing noise, some brands manage to cut through with ideas that feel both fresh and familiar. Fevicol, Pidilite 's iconic adhesive brand, known for its witty storytelling about its unbreakable bonds is one such brand. Hirol Gandhi, President and Head of Office, Mumbai and Kolkata, Ogilvy India , tells ET Brand Equity that the brief was simple yet ambitious: keep Fevicol culturally relevant in a low-involvement category, and continue to uphold its promise of Mazboot Jod (strong bonds) with impact and innovation. And in doing so, elevate Fevicol's perception as a smart and innovative brand. The big idea The inspiration for TeekaID stemmed from a deep understanding of Indian culture and a real-world issue, says Gandhi. The brand took the idea to the Maha Kumbh Mela , one of the largest human gatherings in the world. While spiritually significant, the Maha Kumbh Mela also presents a major logistical challenge: the risk of loved ones, particularly children, getting lost in the massive crowds. Fevicol and its creative agency, Ogilvy India, found the idea in a black dot—Kaala Teeka, a traditional symbol believed to ward off the evil eye. Representing protection and care, this age-old practice became the creative muse. The question was: what if this cultural symbol could be fused with modern technology? That thinking sparked the idea of TeekaID, a skin-friendly adhesive sticker resembling a Kaala Teeka, embedded with a QR code. This simple yet ingenious solution allowed parents to store essential contact information, transforming a potentially terrifying situation into a happy reunion with a quick scan. It was a powerful alignment of tradition and innovation, perfectly echoing Fevicol's ethos of enduring bonds. The strategies that stuck Ogilvy India focused on creating cultural resonance with a modern twist. 'The campaign wasn't about overt commercialism; it was about authentic participation in a cultural moment,' Gandhi explains. 'By integrating the Kaala Teeka with a QR code, Fevicol positioned itself as a brand that understands and innovates within cultural contexts, not just alongside them.' The campaign addressed a genuine pain point at large gatherings: the fear of losing a child. The TeekaID was designed to be language and literacy-independent. Anyone with a smartphone could use it. This simplicity ensured widespread adoption and made the solution highly effective, even amidst the chaos of the Mela, demonstrating how technology can serve humanity in the most accessible way. The impact The brand and the agency tracked several key performance indicators (KPIs) to gauge the campaign's success: Target: 2,000 children registered Achieved: 4,640 children registered But the most meaningful outcome came when the TeekaID helped reunite a lost child with his family in less than 30 minutes, Gandhi shares. Notes for other brands According to Gandhi, the biggest takeaway is the importance of embracing cultural nuance. 'Don't just advertise during festivals; integrate your brand meaningfully into the cultural fabric by understanding the values and traditions behind those moments.' He also highlights the importance of solving real problems. 'Offer solutions that go beyond product features. That's how you build trust and loyalty.' Technology, he says, doesn't have to be flashy. 'Use it to simplify, connect, and serve. Often, the most impactful innovations are the simplest.' For Gandhi, authenticity always trumps commercialism. 'In deeply spiritual or cultural contexts, a subtle, service-oriented approach resonates far more than overt sales pitches,' he says. He concludes: 'Ultimately, marketing is about connecting with people. When you genuinely help, you don't just gain customers; you earn hearts.' Fevicol and Ogilvy India picked up a Gold in the Festival Marketing category at the ET Shark Awards 2025.
Qatar Tribune
3 days ago
- Qatar Tribune
At least 6 killed in India temple stampede
dpa New Dehli At least six people have died in a stampede at a Hindu temple in India, authorities said on Sunday. The incident occurred on a staircase in front of the Mansa Devi Temple in the northern Indian city of Haridwar, according to a police statement on Instagram. Initial information suggests that a rumour about the risk of electrocution from an exposed wire may have been the cause. Media reports also mentioned numerous injuries. An investigation would be conducted and financial support provided to the victims, the chief minister of the state of Uttarakhand, Pushkar Singh Dhami, announced on X. India's Prime Minister Narendra Modi expressed his condolences to the victims' families on the platform. Stampedes occur repeatedly in India. In June, 11 people died in an incident outside a cricket stadium in the city of Bengaluru during celebrations for a victory by the Royal Challengers team. In January, during the world's largest pilgrimage festival, Maha Kumbh Mela, at least 30 people were killed in a stampede in the northern city of Prayagraj. Haridwar, located on the Ganges River at the foot of the Himalayas, is an important pilgrimage site in Hinduism.
News18
5 days ago
- Business
- News18
‘Indian School Of Bhakti': Internet Amused By ‘Digital Snan' Of ISB Students For Job Placements
Last Updated: The clip opens to the man holding a sheet of paper containing the photographs of students from ISB's B section. Remember digital snan? The trend emerged earlier this year during the Maha Kumbh Mela. Devotees who were physically unable to visit Prayagraj, Uttar Pradesh and take a holy dip at Triveni Sangam offered their printed or digital photos to local priests or special volunteers who dipped them into the Ganga as a symbolic act. The activity soon grabbed attention, sparking widespread discussion. Now, this trend seems to have made a comeback. A man recently posted a video on Instagram where he was seen performing a digital snan at the Sangam on behalf of some students at the Indian School of Business (ISB) in Hyderabad, with the hope that they secure good placements. The clip opens to the man holding a sheet of paper containing the photographs of students from ISB's B section. The person explains that he will be dipping the sheet into the holy river so that the students can land in good jobs by the end of their curriculum. After that, the man executes the digital snan by submerging the sheet into the water. 'We are placements ready. Are you?" read the side note. Only 'B Section' Blessed, Says Internet Needless to mention, the post received multiple reactions. 'Love how many times it was clarified that only the B section is being blessed," pointed out a user cheekily. 'Well played, class. Well played," lauded another. One person called the institute 'Indian School of Bhakti". 'Requesting the YSB career services team to step in and neutralise the unfair strategic advantage that this section got over others," read a sarcastic remark. 'Is it also available for IIM students? Asking for my students," asked an individual. Someone else called the strategy 'Business 101". A user wondered 'how to get in touch" with the entrepreneur. Digital Snan Entrepreneur Deepak Goyal Back in Spotlight Well, guess what? It is not the first time that this man has made it to the headlines. Back in February, a user posted a video of this individual named Deepak Goyal, offering digital snan services at the Sangam. In the video, Deepak Goyal revealed that he lives in Allahabad and frequently visits the Sangam. Devotees willing to enjoy the service should give him their photographs via WhatsApp, following which he would perform the virtual dip. He charges Rs 1,100 for the act. About the Author Buzz Staff A team of writers at bring you stories on what's creating the buzz on the Internet while exploring science, cricket, tech, gender, Bollywood, and culture. First Published: July 25, 2025, 18:53 IST Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
Hindustan Times
6 days ago
- General
- Hindustan Times
Ganga water quality remained within safe limits after Maha Kumbh 2025: Centre
The water quality of the Ganga river remained within the permissible limits for primary bathing standards both during and after the Maha Kumbh 2025 in Prayagraj, the Jal Shakti ministry said on Thursday. An aerial view of devotees taking a holy dip at Sangam during the Maha Kumbh Mela festival in Prayagraj district of Uttar Pradesh.(File) The monitoring conducted at eight key locations by the Central Pollution Control Board (CPCB), including Shringverpur Ghat, Sangam, and Deeha Ghat, showed that parameters like pH, Dissolved Oxygen (DO), Biochemical Oxygen Demand (BOD), and Faecal Coliform (FC) were well within the acceptable limits throughout religious festivities, the Minister of State for Jal Shakti Raj Bhushan Choudhary said in a written reply to a question in Lok Sabha on Thursday. The data was collected between January 12 and February 20, 2025, covering the Amrit Snan days and adjoining periods. The CPCB increased its monitoring from five to eight locations midway through the period to ensure broader coverage. According to the Ministry of Jal Shakti, the positive results reflect the effectiveness of the sanitation and wastewater management systems implemented during the Mela. The sanitation plan developed by the Prayagraj Mela Authority included temporary drainage systems spanning 250 km, the use of bioremediation ponds, and the installation of temporary sewage and faecal sludge treatment plants. After the event, these systems were dismantled and stored for future use, while disinfection measures ensured hygienic site closure, Choudhary said. The ministry also stated that under the Namami Gange Programme, 502 projects have been sanctioned with 323 completed, 150 under implementation, and 29 in the tendering stage. The Administrative Staff College of India (ASCI), which conducted a third-party appraisal, found that the programme has made substantial progress in reducing pollution, improving river flow, and engaging local communities, the MoS said.
Time of India
22-07-2025
- Business
- Time of India
Akasa Air aims to have 226 planes by 2032, targets 25-30% growth yoy
Akasa Air is expanding its fleet. The airline plans to operate 226 aircraft by 2032. Currently, it has 30 Boeing 737 MAX planes. Akasa Air flies to 23 destinations, including international locations. Ankur Goel, the CFO, mentioned a fleet capacity growth of 25-30 per cent CAGR. The airline is focused on maintaining cost leadership in the aviation sector. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Indian airline Akasa Air aims to achieve a 226-plane fleet by 2032, with an annual capacity addition of 25-30%, the airline's Chief Financial Officer Ankur Goel said on airline is focused on cost leadership in the aviation sector as it is working on reducing unit cost in the current fiscal Air has placed an order for Boeing 737-10 aircraft with 227 seating capacity. The company expects the delivery of these aircraft by now, the company is adding more 197-seater aircraft for capacity building as the company currently operates with 185-189-seater meet regional demands, Akasa Air deployed 1/4th capacity in Uttar Pradesh market during Maha Kumbh Mela 2025, Goel airline aims to have 226 aircraft by 2032, Goel said, adding that the fleet capacity growth will be around 25-30% CAGR (Compound Annual Growth Rate) in the seven-year in August 2022, Akasa Air currently flies to 23 domestic and international destinations with a fleet of 30 Boeing 737 MAX planes.
