"85 lakh (8.5 million) Kanwariyas have visited Haridwar in the last one week", screamed a headline in today's Doon edition of Daily Jagran (yes, I do read the local Hindi newspapers and trust me they have much better coverage and information of local news). For the uninitiated Kanwariyas are the devotees of Lord Shiva who in the month of Shravan (Hindu month of rains) walk to Haridwar barefoot, collect Ganga Jal and then head back to their villages/town to reach back by Shivratri to pour the water on the idol of Lord Shiva. There is a proper legend behind this and in this part of the world around approximately 10 million youngsters follow this ritual. I say youngster because it is a strenuous activity and only the strong and able bodied can do it.

 

Isn't this a marketers dream and delight? Such a large collection of people, I should say focused target group, along a 250 km stretch, ready to be pampered. No, I am not talking about putting up some banners or outdoors. I am talking about some activity which is woven into the yatra. But to date I haven't heard of any such thing. Why are some of our biggest advertisers who regularly aim for this segment through TV and now even digital, ignoring such a large concentrated gathering?

 

I thought the last Kumbh mela was a harbinger of future such events. Lifebuoys branded with a message rotis did an exemplary job of spreading the brand message without being intrusive and become a part of the event also. So what is amiss?

 

Is it that the brand honchos and the agency teams sitting in big towns haven't heard of this yearly event? I doubt it. Today a good number of people in the agencies and also at the client’s end are from small towns and interiors. I am sure the awareness of this event exists.

 

The problem according to me could be of perception. Sitting in Delhi/Gurgaon or Mumbai the brand and agency teams see only the negative side of these events. When lakhs of the Kanwariyas on the way back disrupt traffic in Delhi and Gurgaon they are seen as a pain and not an opportunity. Similarly in Mumbai, when thousands of Dalits from the hinterland assemble in Mumbai in December to celebrate Ambedkar Divas. The perception in the big cities is that these people block traffic, create jams and also indulge in bit of hooliganism. There is some truth in the above, but not the whole truth. The negative imagery amongst the key decision makers at the clients and the agency ignores the effort, size and the opportunity that such events offer.

 

Another reason is a generic reason which affects the overall promotion strategy of brands. In a country as big and diverse as ours it is easy to work mass media or even digital. The sheer scale, size and logistics of events make marketers shy away from events. And religious events have always to be handled with kids glove. But if Ganpati puja in Maharashtra and Dussera in the north has become marketers dream or if Lifebuoy at the Kumbh and or the various musical concerts have shown that proper events and activation can be done then why is an annual event like Kanwariyas ignored?

 

This blog is not in defence of the Kanwariyas but in seizing an opportunity for the event. Imagine 10 million youngsters who will soon have or already have some buying power going totally untapped and ignored.. These people walk close to 50 Kms a day. They need food, shelter, rest and connectivity back home. At the moment local residents or small local organisations, mostly religious offer them help. Now imagine if big corporates step in. They build alternate temporary routes for the yatra which is a boon for regular traffic as well as the Kanwariyas, they provide rest houses, food, masseurs, free mobile and internet connectivity…..why even if Lifebuoy provides hand wash and body wash booths along the way it will go a long way in promoting the brand. And help the Kanwariyas on the way on health and hygiene issues.

 

Imagine if the above comes true. One of the reasons why the Kanwariyas have a bad image is because given their sheer numbers they tend to stretch the existing infrastructure. But if corporate India steps in and helps out on these issues then the troublesome and irksome behaviour of the Kanwariyas could also end.

 

There is a big scope countrywide in such activities. I am sure each state/region has its own such unique activity. Indeed, religious activity is up for grabs for the corporate sector.

 

Ultimately it could be a win win situation for all. Now only if some people step out of the comfort zone, show some spunk and take some bold decisions.