Ram Mandir Inauguration in Ayodhya was an emotional moment for every Hindu. The journey of 550 years was indeed a long one. Babur, the Mughal Emperor reached Ayodhya in 1528 and his Mughal Commander Mir Baqi demolished the Ram Temple and built a mosque named as Babri Masjid.
The 22nd of January is a historical Day for all Indians, And now it’s not just a religious day. It’s a national day. This blog is a brief on how PMO and BJP Successfully planned a grand Ram Mandir Inauguration in Ayodhya.
Disclaimer: As marketing professionals, we are decoding the marketing plan here. We at Nueva are not spreading support or hate for any religion or political party.
Collaboration for the Ram Mandir and the presence of our Prime Minister
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“Modi hai to Mumkin hai.” This tagline shows the trust of the majority of Indians in the Prime Minister, Mr Narendra Modi. Right from demonetization to the COVID period, people of India always supported him. Continuing the streak, before Ram Mandir Inauguration, when he announced his presence and requested people to celebrate this day Diwali alike from their homes it brought crazy-level awareness to the event, his presence adding extra publicity.
Social Media Influencers building up the excitement
No doubt, the influence of social media influencers is unbreakable, and the Uttar Pradesh government knows this. The government engaged plenty of social media influencers to promote stories on Ram Mandir.
According to The Hindu, “Uttar Pradesh government has asked its cultural department to engage prominent social media influencers of YouTube, Facebook, Twitter, and X to promote stories related to the Ram temple, its construction work, development of Ayodhya and Lord Ram before the consecration ceremony in Ayodhya on January 22.”
“Influencers with a significant presence on major social media platforms such as Facebook, Instagram, X, and YouTube have already been approached for collaboration,” said Tourism and Culture Ministry Principal Secretary.
Last week, the Tourism and Culture department was allocated 25 lakhs to reach out to the people through influencers & social media.
Brands involved Ram Mandir in their promotions and marketing strategy.
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The buzz and interest of people in lord Rama temple consecration allowed the corporate world to plan their marketing campaigns around it.
Specific Industry aside, every prominent Indian brand went gaga and celebrated the grand consecration of the Ram Mandir with enthusiasm.
Brands like TISA, Amul, Kalyan Jewellers, Adani Wilmar, Indian Hotels Co., ITC Ltd., EIH Ltd, Havells, and many others have all risen to the occasion of the consecration ceremony of Ram Lalla.
Paytm Partners with Ayodhya Municipal Corporation for effortless payments using QR codes, Sound Boxes, and card machines in Ayodhya
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ITC introduced a memorable initiative by installing 5-foot-tall Mangaldeep Agarbattis, forming a ‘Khushboo Path’ within the temple, and generously donating their flagship dhoop for six months.
The consecration also got the likes of international creators and influencers. For instance, Tanzanian content creator Kili Paul has put up multiple videos on his social handles where he’s seen performing to ‘Jai Shree Ram’ numbers.
“The enthusiasm the brands show for the Ayodhya Ram Mandir consecration ceremony is electrifying. Brands should be spending around Rs 200 crore for the next three to six months” said Rajesh Radhakrishnan, co-founder and CMO at outdoor advertising agency Vritti Media.
Celebrities invites making it to the headlines
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The government of India has officially invited India’s most popular celebrities, politicians, social media influencers, Industrials, sports persons, etc to the Shree Rama Temple Inauguration. They took pictures while giving out invitations to show that well-known celebrities were also invited.
The list includes the cast of the Ramayana as well, imagine the craziness & nostalgia of people. It makes common people excited and curious about this event.
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The common people are also invited to attend the inauguration
Every marketing campaign can be successful if your target audience is more excited than you. The BJP government did the same to make people excited. The members of the BJP have distributed invitations for this event to each person at their home. It emphasises the importance of ‘Nagrik’ for this auspicious occasion.
The Buzz on Social Media Platform
All popular social media buzzes have one name:’ Shree RAM.’ The bhajans and songs are going viral; every social media creator and user has FOMO about this event; they are using these bhajans and songs and creating content around the Shree Ram Mandir Inauguration.
The virality is creating such sensation that it is becoming the anthem of the nation, such as ram aayenge to angana sajaungi, Bharat ka bacha bacha – jai shree ram bolega, Jai Shree Ram, Mere Ghar Ram Aaye He
Ram Mandir is also trending on X (Twitter), Instagram, and Facebook, with the hashtags below bringing more visibility to the event.
- #rammandirpranprathistha
- #ramlallavirajman
- #ayodhyaramtemple
- #rammandirayodhya
- #pranPratistha
The complete campaign for the Ram Mandir Inauguration is one of the most successful campaigns of the Indian Government. Let’s not worry about if it was a political or religious campaign, the significance is that the citizens of India have made it a national movement. It’s a perfect example of how successful marketing campaigns are done.
