Santoor’s Out-of-Home (OOH) campaign at the Maha Kumbh, one of the world’s largest spiritual gatherings, was a strategic success. Over three months, the campaign targeted key locations in Prayagraj, reaching millions of devotees and travelers. The campaign blended Santoor’s essence of purity, symbolized by Haldi-Chandan, with the spiritual theme of “Sangam,” using vivid billboards to reinforce the brand’s message of care and nourishment. Santoor’s presence became a visual landmark, aligning with the cultural significance of the event.
S. Prasanna Rai of Wipro Consumer Care & Lighting and Amarjeet Hudda of Laqshya Media highlighted the campaign’s success, emphasizing strategic placement, audience understanding, and meaningful engagement. The campaign demonstrated the impact of well-executed OOH advertising in a spiritual setting, successfully merging tradition with modern marketing.