In the ancient city of Ayodhya, a grand show takes place as India witnesses the historic inauguration ceremony for Ram Temple. In the midst of this spiritual revival, an intriguing metamorphosis runs through the city streets and beyond to the busy highways in Uttar Pradesh. Commercial renaissance is in full bloom from the vibrant lanes of Lucknow to mystic paths of Varanasi, by clever brands who see a golden opportunity with pilgrims.
The same quiet roads have now come alive, interspersed with roadside shops and dhabas boasting coolers and vending machines bearing brand logos. The air is charged with expectation, not only of the divine ritual but also for miracles in marketing.
Coca-Cola, the leader of this commercial parade, smartly associates itself with the temple setting by wrapping its machines in somber browns rather than red. With a fleet of 50 vending machines (and probably another 50 in the pipeline), Coca-Cola provides cool comfort to all those who seek refuge from the tide of devotees.
Differently, a household name called dabur. It associates with local dhabas, offering an immersive Hajmola-themed journey right on the highways to Ayodhya. The journey from sampling to branding is surrounded by interactive and extends in digital realms with a CGI/VFX video tribute of Ayodhya’s Pushp Varsha.
Reliance Consumer Products is not to be left behind as the company deepens its roots in Uttar Pradesh. The range of products which include Independence bottled water and Campa fizzy drinks are intended to capture the spirit of this market.
Second, ITC permeating the air with spiritual essences. Its Mangaldeep brand creates a ‘Khushboo Path’, which is an olfactory path to the temple. ITC donates its flagship dhoop for six months, beginning with the opening of this temple.
The Fortune brand from Adani Wilmar creates an off-ground phenomenon as they set up hoardings and kiosks to draw the attention of devotees. In the meantime, Parle Products is not merely distributing but also sampling its wide variety of biscuits and snacks so that no pilgrim misses out on their delicious treats.
Bisleri, the bottled water in India, prepare for this boom by increasing supplies and even planning a new plant at Ayodhya. Their sustainability arm Bisleri Greener Promise works with local authorities to pledge a greener future for over 200 bins of plastic recycling around the famous temple.
Finally, GRM Foodkraft addresses the increasing demand by developing an Atta processing unit around Ayodhya. And their 10X Shakti Atta, along with other products will reach every corner of the city and its neighbors feeding body as temple feeds soul.
In this synergy, Ayodhya becomes a canvas where spiritual devotion and market creativity depict the colourful culture of India’s resilient entrepreneurship.
