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Rural agency Impact Communications has bagged exclusive advertising and media rights for Sonepur Mela for 2017. The largest cattle fair of Asia, Sonepur Mela on the confluence the Ganges and Gandak rivers in Bihar, attracts over 5 million rural visitors that begins on November 2, 2017.
This is the fourth time the agency has won the rights for creating marketing opportunities for participating brands. Impact will create innovative on-ground activities and OOH (out-of-home) innovations in two stage bid process.
Beyond regional players, over 100 leading multinational and national brands are expected to participate in the mela (fair) from various sectors such as fast-moving consumer goods (FMCG), automobile, agriculture and durable brands in the Sonepur mela.
Impact communication has been entrusted with recreating opportunities in the space of visibility, trials, product launches, awareness, engagement and sales based on brand objectives. The agency will earn ad revenue by selling exhibition space, gantries, entry gates, parking lots, signage, hoardings, kiosks, mobile vans, LED displays and balloons.
This year the agency through its digital vertical Natter is geared up to bring in technological and digital innovations which will help brands to connect distinctively with over 50 lakh audience and amplify their communication.
“We are extremely excited with the win and our endeavour is to take the largest rural congregation platform to the next level” said Sanjay Kaul, founder & CEO Impact Communications. “Rural consumers have now an increasing acceptance and appetite for enhanced and high decibel engagement. Impact through its digital vertical Natter will help brands connect with the visitors in a more exciting and entertaining manner using mobile and technological interventions,” Kaul added.
Located 25 km from the State capital, Patna, the fair is organised every year during Kartik Poornima (the full moon day). The fair is accessible through roadways and railways from every parts India. Originating from the ancient times, the fair is also known as Harihar Kshetra Mela.