Brands Celebrate Ayodhya's Ram Temple Consecration Ceremony
As the day has arrived for the Ram temple consecration ceremony at Ayodhya in Uttar Pradesh, brands are seizing the opportunity with unique marketing initiatives to showcase and bring their best foot forward on the momentous celebration.
Brands from diverse sectors are participating on this significant occasion with their new brand campaigns and products.
Uniting Tradition and Modernity
ITC's Agarbatti brand, 'Mangaldeep,' is actively engaging in initiatives to enhance the devotees' experience. In collaboration with Shri Ram Janmbhoomi Teerth Kshetra, the brand has donated its flagship 'Mangaldeep 3 in 1 Dhoop' for six months to support daily puja rituals.
The inauguration will feature a fragrant 'Khushboo Path' enveloping the temple with 5-foot agarbattis, creating a spiritual atmosphere. The brand has also installed agarbatti stands at 'Ram Ki Phedi' and provided amenities across Ayodhya, contributing to the seamless flow of the grand event.
Gaurav Tayal, Chief Executive, ITC’s Agarbatti Business, stated “For us, it is indeed an honour to be a part of this historic and sacred event. Our mission is to serve as the enablers of devotion in Temples as well as at devotees’ homes. We are fully committed to ensuring a harmonious and enriching experience for all those participating in the festivities of the Ayodhya Lord Ram Temple. We express our sincere gratitude to the Shri Ram Janmbhoomi Teerth Kshetra for entrusting us with the opportunity to serve the devotees."
As the Ram Temple emerges as a major religious and cultural centre, brands are making a substantial impact by aligning with the momentous occasion as it is anticipated to attract millions of devotees from India and around the world.
Adani Wilmar, under its brand Fortune is contributing to the festive atmosphere in Ayodhya with a series of engaging activities. Embracing the theme of 'Ghar ka khana, ghar ka khana hota hai', Fortune will distribute 25,000 jalebis shaped like its logo. The brand plans to introduce a pakoda platter at local snack shops in Ayodhya and curate a grand feast for over 5,000 people. Additionally, Fortune is utilising television sponsorship throughout the Shrimad Ramayana broadcast, ensuring extensive visibility and brand integration.
Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar, commented, “Fortune is excited to be a part of these celebrations. The Ram Mandir consecration celebrations in Ayodhya hold immense significance to those who will gather at Ayodhya from across the globe. We have planned to fascinate visitors with a carefully curated range of special traditional delicacies befitting the occasion, all prepared entirely using the range of Fortune products.”
The Green Journey
In a bid to convert Ayodhya into an eco-friendly tourist destination and to offer sustainable and convenient transportation for devotees participating, GreenCell Mobility is set to deploy 150 intra-city electric buses in Ayodhya during the ceremony. These buses will provide intra-city transportation services to devotees from mid-January through the end of February.
On the occasion, Devndra Chawla, CEO & MD, GreenCell Mobility underscored, "We are humbled and excited to be part of Ayodhya becoming an eco-friendly tourist hub, as we deploy our buses in the city. Our mission has always been to promote sustainable transportation solutions, and the government's decision to utilize electric buses for this grand occasion aligns perfectly with our vision. It's not just about ferrying passengers; it's about being a part of a collective journey towards a cleaner and greener future."
Capturing Ramayan's Essence
Nonetheless, with the nation and global citizens engrossed in the historic occasion, Kalyan Jewellers introduced a new chapter in its heritage jewellery collection 'Nimah.' The collection merges temple-style motifs with the revered imagery of Lord Ram, featuring motifs of Rama and Sita, along with iconic representations like Rama Pattabhisheka and the Ayodhya temple.
Commenting on the newly revamped collection, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said, “Serving as a heartfelt homage to the timeless narratives of the Ramayana and Indian mythology, each piece is meticulously brought to life with the unparalleled craftsmanship for which our brand is renowned. We believe this upgraded collection will seamlessly complement our existing brand portfolio, resonating widely, especially among our clientele.”
