MAM
Puja festival – A great platform for brands to engage
MUMBAI: Many brands are planning to use the puja festival at various pandals to engage with the consumers. The product range can be as wide as possible. Starting from soya bean nuggets to aerated products brands can make use of this huge platform as a great place for engaging and delivering experiences to the worshippers who will throng in huge numbers across several pandals especially in East and North India. Brands must leverage this opportunity as they are able to address a wide spectrum of audience from kids to adults to elderly people; and thus helping brands to deliver that extra mile through brand experience. Let’s examine how brands can enrich themselves and establish a strong connect with the audience at the various pandals.
Relevant Brand Connect: The essence of the brand should be captured with firsthand experience. Vijayadhsami is the most auspicious day for most parents to make their kids learn and start their beginning to step into the educational world. This is a brilliant opportunity for writing instrument brands to connect with tomorrow’s audience. Catch them young to stay connected with your brand. People especially in the East are avid travelers and sincerely make use of their LTA to visit new holiday spots. Travel and tourism brands should try and explore it to the maximum advantage by capturing some of the tourist spots in the most dramatic manner to bring them closer to the brand.
Right Brand Experience: Give a proper structure to deliver the brand experience. For example an audio and television brand can create a mini auditorium to deliver great sound and picture clarity to give the consumer that original and natural experience at the venue. Brands like Dolby can really capitalise by educating and promoting their sound features with live demonstration and firsthand experience.
Interactive engagement: Make use of the best of technology to make your consumer engagement interactive. Touch screens and use of apps will intrigue customers to take maximum advantage. With so many Pandals located at various places, downloading of apps at the venue which gives you all information on various activities at various pandals will excite the consumers to download the information using their mobile. Some famous devotional songs can also be made available for downloading at the venue to bring in some emotional connect with the festival and the relevant brand.
Relevant Target audience: You will witness people from all strata of the society queuing up at all pandals. So one need not worry about the brand fit to be present at the pandals. A mixed population can be reached with the relevant product and brand and thus giving you an immense opportunity for branding your product at various touch points.
With the economy slow down and limited marketing budgets, I am sure most brands will use this platform to propagate their brands in the most engaging manner. What’s more with festivals like Puja becoming popular year after year it’s one of the best platforms for marketers to pump in money and increase their brand saliency.
By Ganapathy Viswanathan, an independent communication consultant, in communication, branding and public relations.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
