Kumbh Mela, the largest congregation of pilgrims on the Earth, is being held in Prayagraj this year. The event will see crores of devotees from across the country taking a dip in Triveni Sangam, the sacred river that marks the confluence of Ganga, Yamuna and mystical Sarasvati.
The Mela that commenced on January 15 on the occasion of Makar Sankranti will be held over a period of 55 days, spanning several acres of area around the river Sangam in Prayagraj. The grand event is recognised as the ‘Intangible Cultural Heritage’ by the United Nations.
In order to make the experience of Kumbh remarkable and facilitate the safety of tourists, the government has taken important steps such as installing thousands of LEDs, tents, CCTV cameras and introducing special trains.
It is well known that outdoor media has always excelled at delivering message to the masses with visual impact and location targeting, and it is still one of the best ways of achieving these objectives cost-effectively and with nationwide coverage.
Therefore, the innovative OOH advertising medium was employed to enhance awareness about Kumbh 2019 and facilitate tourists. To
promote the mega event, 800 special trains have been vinyl-wrapped with images and messages along with a customised logo made particularly for the occasion.
The logo and tagline for Prayagraj Kumbh Mela 2019 were released in Lucknow before the beginning of the event. Speaking on the occasion, Chief Minister Yogi Adityanath had commented that all official documents, government advertisements and hoardings would carry the logo to remind people about the event.