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
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
