The consecration ceremony of the Ram Temple in Ayodhya is scheduled for January 22. The Ram Temple is among the most expensive religious projects in India in recent years, with an estimated cost of Rs 1,800 crore and the temple has triggered a series of developmental activities in the city, including Hotels and Housing Projects.
The Brands have jumped on the bandwagon, apart from moment marketing social media posts, many of them have gone to launch campaigns and services associated with the consecration ceremony. According to media reports, the Indian multinational hospitality chain OYO has opened 65 homestays and hotels in Ayodhya ahead of the ceremony. The Radisson Hotel Group is also set to open a hotel in the city. ITC and Taj are also set to establish their presence in Ayodhya.
Pride of Cows
Pride of Cows- Milk brand of Parag Milk Foods made a substantial donation of premium ghee to The Tirumala Tirupati Devasthanams (TTD). This contribution supports TTD initiative to provide ‘Srivari’ laddus, each weighing 25 grams, for the consecration ceremony of the Ayodhya Ram Mandir. With a heritage of 300 years, ‘Srivari laddu’ prasadam will be distributed among participating devotees and guests on the consecration day.
“We are delighted to contribute our premium ghee to The Tirumala Tirupati Devasthanams for the consecration of the Ayodhya Ram Temple, which will enhance the preparation of ‘Srivari laddus’. This is a testament to our dedication towards heritage and a goodwill gesture to the devotees at the Ayodhya ‘Pran Pratishtha’ event,” said Devendra Shah, Chairman at Parag Milk Foods.
Uber
The ride-hailing app, Uber has launched electronic auto rickshaw services in the temple town ahead of the consecration.
A post on the official handle of Uber India on X read, “We are excited to introduce our EV Auto service in Ayodhya. The event was flagged off by Hon. Chief Minister of Uttar Pradesh Shri Yogi Aditynath. This marks a significant milestone in our commitment to provising seamless mobility solutions to tourists visiting the temple town.”
House of Abhinandan Lodha
The House of Abhinandan Lodha (HoABL) will launch their landmark project in the city – The Sarayu in Ayodhya. Amitabh Bachchan has secured land with the developer in their landmark project. Reportedly, The total investment for Ayodhya by HoABL is close to Rs 200 crore.
Abhinandan Lodha – Chairman, The House of Abhinandan Lodha said, “We are thrilled to welcome Amitabh Bachchan as the ‘First Citizen’ of The Sarayu, a monumental chapter in The House of Abhinandan Lodha’s legacy. His investment in our Ayodhya project reflects confidence in the city’s economic potential and deep appreciation for its spiritual heritage. Bachchan’s association adds extraordinary prestige, turning The Sarayu into a symbol of Ayodhya’s global spiritual significance.”
Greenpanel
Greenpanel, the wood panel manufacturer, has launched an innovative outdoor marketing campaign in the upcoming spiritual hub, Ayodhya.
“This campaign marks a significant milestone for the brand, underscoring its cultural relevance and commitment to excellence. As a part of this two-month-long campaign, Greenpanel has strategically displayed wall wraps on the roads connecting Ayodhya Highway catering to the high footfall,” read a company statement.
Welcoming the visitors en route, the billboards have been displayed along the Lucknow to Ayodhya, Basti to Ayodhya and Gorakhpur to Ayodhya route.
“Ayodhya holds immense cultural and historical significance for the people of India. Launching an outdoor marketing campaign in the city is Greenpanel’s way of being a part of this momentous occasion. The campaign portrays a spiritual side of the brand – the one that stands strong with the country and embraces the plurality of its culture,” said the company.
Fortune Brand
Adani Wilmar, one of the largest Food & FMCG companies in India, unveiled its plans to join the celebrations on this historic occasion. The company, under its renowned brand Fortune, has curated a series of delightful activities that promise to add to the festive spirit. Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar, stated, “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.”
In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, the focus is on celebrating the joys of some traditional home-cooked specialties.
GreenCell Mobility
Greencell Mobility has deployed 150 intra-city electric buses to Ayodhya for the momentous Ram Mandir consecration ceremony. This fleet will play a crucial role in providing intra-city transportation service to an estimated 2 million devotees within Ayodhya from mid-January to end of February, including the day of the ceremony and the surrounding days, marking a significant period for pilgrims and believers.
Adani Wilmar, stated, “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.”
Radio City
Radio City has launched a 15-day campaign titled ‘‘City Chale Ayodhya Dham’. In addition, the on-air contest gives its listeners an opportunity to become a lucky winner and experience a soulful Darshan in Ayodhya. The audio journey will continue with RJ Akhil’s “Kahani Pauranik Bharat Ki” and RJ Saurabh Shukla’s “City Chale Ram ke Dham,” offering captivating explorations of Ayodhya and the grandeur of Ramayana.
Radio City’s RJs and digital influencers will be capturing the campaign’s essence through engaging videos, live sessions, and reels. Furthermore, amplifying Ayodhya Development Authority’s vision to make ‘Plastic Mukt Ayodhya,’ Radio City owns the initiative by distributing plastic free bags in the city.
Ashit Kukian, CEO of Radio City, commented on this campaign stating, “Ayodhya, the heart of our heritage, resonates with the spirit of devotion and unity. ‘City Chale Ayodhya Dham’ is not just a campaign; it’s a soulful journey connecting the diverse threads of our culture. With each beat of Radio City, we embrace the profound significance of the sacred city, celebrating with millions of devotees worldwide.”
In addition to the ‘Plastic Mukt Ayodhya’ campaign, Radio City will also be activating a mobile van in Ayodhya Dham covering length and breadths of the city wherein RJs and influencers will keep offering unheard stories, historic moments and development of the City which is supported by ADA (Ayodhya Development Authority). The campaign kick starts from 17th January in the presence of the ADA authorities.
Not only the bigger brands but also the local kirana stores are also amping up for the consecration ceremony.
According to survey conducted among retailers in Ayodhya by Kirana Community, Kirana Club , over 70 pc kirana stores are stocking up Puja Samagri including cotton wicks, ghee and oil, diya, camphor, rice and wheat, honey among other things before January 22. Kirana owners are also stocking up Packed Mithai and chocolates, with 15 pc retailers anticipating increased sales during the auspicious occasion.
According to the report, “the third-most stocked products at Kirana stores in Ayodhya are Chips and Namkeen. Over 9 pc retailers expect a heavy demand of these products as they prepare to welcome lakhs of devotees from across the country. Cold drinks and water as well as personal care products such as hair oil and soaps are some of the other categories being stocked up by kiranawallahs in the holy city.
Kirana Club Founder Anshul Gupta said, “Our survey among kirana owners in Ayodhya showcases optimism and festive spirit ahead of the historic inauguration of the Ram Temple. Local kirana owners are seeing this as a significant business opportunity to increase footfall in their stores and anticipate increased sales of Puja Samagri, Packed Mithai and Chocolates. The foresightedness of these retailers reflects their understanding of the current market and consumer pulse as well as their commitment to cater to the needs of devotees who would want to pay reverence to Lord Ram in the Pran Pratishtha ceremony.”
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