The Government of Uttarakhand (GoU) has appointed Impact Communications as the official advertising agency, which will handle all the advertising rights for Mahakumbh Haridwar 2010. The Mahakumbh starts from January 14, 2010.

Sanjay Kaul, CEO, Impact Communications, said, “We won the account following a multi agency pitch. Earlier, we had won the ad rights of Mahakumbh Ujjain in 2004.” He also added, “”February is the peak time for the mela when the royal bath begins. And thus, we will begin with our on-ground activations during that period.”

Per the terms of the agreement, Impact Communications will have to pay the licensee fee in four installments for January to April.

The agency will showcase ads and earn revenues by selling space on four gantries, 100 entry gates, 25 parking lots, 400 kiosks, 1000 signage co-branding with social messages, 10 mobile vans and 25 air balloons. Industry sources reveal that the agency aims to earn revenues worth Rs. 30 – 40 million through this project.

Impact Communications is currently in talks with various companies including GSK, iShare, Dabur, Cadburys, Kodak along with a few telecom companies for branding the event.