Case Studies

Rajim Kumbh

One of the lesser known pilgrimages in India.

The event had been by and large a traditional fair, held in the quaint Rajim town renowned as the Prayag of Chhattisgarh. The fair was transformed into a Kumbh by the efforts of Shri Brijmohan Agrawal, a politician based in Raipur. Ever since the Kumbh has garnered much publicity; ascetics and devotees worldwide flock the town during feb and march every year for a holy dip in the confluence of Mahanadi, Pairi and Sondur. The major attraction of the Kumbh is the mystic Naga Sadhus.

Project

  • Rajim Kumbh campaign
  • Web launch
  • Online coverage and publicity of the 14 daylong event

Roadblocks

  • Relatively lesser known kumbh
  • No boardroom strategies to begin with - it was all impromptu
  • The deployed crew had no experience whatsoever with an event coverage of this scale - they had to begin at scratch - extempore
  • The bandwidth available in the town - a major obstacle during live coverage of the events
  • Diplomatic hurdles

Resolution

  • The onsite crew was allotted the best in class tech tools
  • They came up with innovative strategies to mingle with the pilgrims and the dignitaries
  • Live streaming of significant events and programs
  • The digital media team at the base worked in shifts to seamlessly get the coverages splashed in the social media round the clock
  • Website launched with strategic SEO done
  • Bulk SMS
  • Photoshoot
  • Google ad for better proliferation across the web

Result

  • The website garnered heavy traffic and ranks first in various search engines
  • The event coverage trended in twitter and Facebook
  • The Facebook page got organic likes in thousands and as many followers
  • Live coverage despite some technical glitches was a first for some of the ascetics, who invited the team for forthcoming events across India
  • A rich media of images, videos and content produced which will soon be turned into a coffee table book
  • The effort was appreciated by the concerned state government department
  • Despite the obstacles, the onsite crew delivered a class event coverage of the 14 days Kumbh
  • The popularity and the reach of the website and the page among the central Indian demographic across varied age group, propelled and acquired a prominent status in the social media.

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