The Department of Tourism (Uttar Pradesh): Inviting new India to its oldest festival

Siddhartha Dutt, Jitender Dabas

The Department of Tourism of the Government of Uttar Pradesh in India ran a multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

Campaign details

Brand: The Department of Tourism (Uttar Pradesh)Brand owner: The Government of Uttar PradeshAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Destinations & locationsMedia channels: Direct marketing, Integrated, Mobile & apps, Newspapers, Other & ambient media, Outdoor, out-of-home, Radio & audio, Social media, Television, Virtual & augmented realityBudget: Up to 500k

Executive summary

Kumbh Mela, the world's oldest and largest Hindu religious-gathering-cum-festival, attracted certain kinds of people: mystics (hermits), exotics (Western travellers exploring the East) and rustics (small-town/rural Indians). But new India – Indian millennials – avoided Kumbh.

The...

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