GroupM brings back online Diwali mela with Google

30 Oct,2015

By A Correspondent


Following the success of the 2014 edition, GroupM along with Google is bringing back India’s largest online Diwali celebration. This year, the online festival initiative has a new title sponsor in The other brands to come on board are Lakme, Horlicks, Kurkure and renewing their partnership with the Grand Diwali Mela and new partners Eno and Godrej Securities.


Last year, the Grand Diwali Mela received over 5.5 million visitors in a course of 30 days. Over 150,000 samples were shipped across India, with 70 percent sample orders going to Tier 2 and Tier 3 towns. The samples ranged from make-up, skincare and household products.


On the second season of the Grand Diwali Mela, CVL Srinivas, CEO, GroupM South Asia said, “After the success of the ‘Grand Diwali Mela in year one, we are excited to bring the online festival back again this year. With a clear focus on taking the festival to not just metros, but also Tier 2 and 3 towns, where the mobile phone is their window to the world, GroupM and our partners are integrating traditional print, TV and radio with mobile and digital marketing.”


Said Punitha Arumugam, Director Agency Business, Google SEA & India: “As more and more consumer products companies embrace the internet to drive sampling and consumer engagement, we’re delighted to partner Group M to scale this initiative further and help brands make the most of the opportunity online.”


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