The communication mela

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Spring is in the air and every beautiful garden in Delhi, whether the Mughal Gardens, Lodhi Gardens or Buddha Jayanti Park, are a kaleidoscopic carnival of colours. And it is not only the flowers that are blossoming in full strength, carnivals seem to be the flavour of the season from Delhi to Goa.

From a hugely attended showstopper — as well as traffic stopper — the Auto Expo in January to the colourful and rustic Suraj-kund mela in February, melas are truly Delhi de-lights. Even though transient, they are extremely effective in being able to reach out to the consumer from all walks of life. Melas offer enormous opportunity as they create a physical platform for the consumer to interact directly with products and brands as well as the marketeer. The array of offerings available in the same category, work wonderfully for both the marketeer as well as for the consumer. At the consumer’s end it is an informed choice as the variety on offer is displayed under one roof.
At the same time, it is advantage marketeer as he knows what is happening on the competitor’s front as well. In fact, even though we register and remember advertisements better, it is the touch-feel-experience of fairs and pageants that make them far more powerful tools. And these are the A, B, and C, of the effect:
Aspiration and desire: Mega events like the Auto Expo, where the focus is not on sales but showcasing the wheels of tomorrow, are an interesting phenomenon. The audience mix is truly perplexing as there is representation from every segment that one can think of. The Ducatis, Audis and BMWs are avidly admired as they unfold their proposed models. The attendance is not solely related to intention but to aspiration of that one day…So whether cars, jewellery or exotic interiors (Inside-Outside); the objects
command an impressive audience.
Bustle and bazar: The second reason why these events never fail to work with us is because the chaos and the crowds are what we are conditioned to. So whether it is the Kumbh ka mela or the Valentine bazar; Nauchnadi ka mela or flea market, it is always a full house. Also because we are by temperament, a collectivistic group of people, there seems to be safety in numbers in a jostling marketplace whether at a spring time Surajkund mela or an all the time Dilli Haat. The pandemonium of colourful displays and the exuberance that often re-minds one of Mario Miran-da’s world drives rational thought out as it turns into an all time shopping spree.
Curiosity and innovation: Even though curiosity killed the cat, as a bait it never fails to hook even the most jaded consumer. The biggest draw at the Auto Expo was not only the latest launches but the Hulks-Alpha and Hexa. In a technology dominated world, the latest and upgraded versions and models are available before you can savour and enjoy your purchase. Thus, the threshold for change has reduced and the consumer is always seeking what’s next.
This phenomenon, however, is not just restricted to techno products; it spills over into every field. Lakme Fashion Week, Auto Expo, India International Trade Fair… have become flagship events for new launches. It works for the marketeer as reactions and purchase intentions for the intended offerings can be accurately forecast.
Deals, deals, deals: For all the evolution in the social fabric of the global urban metros, deep down we stay desi paisa wasool Hindustanis. So if you announce sabse sasta din, be prepared to handle an avalanche of consumers on a now or never trip. Limited time offers, never before deals and throw away prices are time-tested and foolproof lines that never fail to initiate the race to pick up the very best deal.
The double whammy, of getting the better of the marketeer and no guilt as it is sabse sasta, is a combination that worked in Roman times and works today.
Some variations of the typical fairs deserve a mention here. These are the networking and common interest jamborees like the Jaipur Literature Festival and the World Economic Forum where the focus is not interacting with the consumer directly, but amongst the coterie to brainstorm, forecast and strategise about the marketplace of tomorrow.
Thus in the Duniya ka mela that we live in, fairs and expos are a very powerful tool for marketeers. An interactive, transient market place, futuristic in its orientation is the reason why yeh jindagi ke mele duniya me kam na honge…

The writer is professor, marketing, IMI, Delhi