Owning a great brand property and leveraging it.

To me it is a great success when it comes to building a brand through one annualized property. This is where the Gujarat Government has religiously capitalized the great KITE FESTIVAL which happens in Gujarat along with the Makar Shankaranti the harvest festival season. Year after year the state of Gujarat has made huge noise and high visibility both through PR and advertising campaign. What’s more this Kite flying movement has become a global event since as many as 300 kite fliers would participate in the three-day festival, including 81 kite fliers from 24 countries, 120 from nine state of the country and local fliers from different parts of the Gujarat. The primary objective of this festival is to highlight the glorious traditions of Gujarat and clearly spread a national message which connotes a symbol of unity and brotherhood across India.

Similarly the state of Kerala has made the boat race as its annual property during the Onam festival in the state. The spirit of tradition and unity is displayed when people compete in this boat race. In fact both Kite festival and the boat festival has a strong international appeal and is also rated as one of the top 5 kite festivals in the world. While several other states keep doing their festival but these two states have made it as an annual property. In the case of Gujarat the festival has also increased employment opportunity. “The festival I believe has given a boost to the kite manufacturing industry in Gujarat, which employs over six thousand people." "A survey in 2007 had estimated the kite manufacturing industry in Gujarat to be worth Rs 100 crore. If extrapolation is done on that figure, today the industry would be around Rs.175 crore giving employment to thirty thousand people in Ahmedabad alone according a government spokesman.

Some of the brands really leveraged this Kite festival with strong branding in the most refreshing and memorable manner. You can brand kites with your brand colors or mascot and you can keep coming with innovative ideas to ride on this festival to get a greater brand connect and move closer to your consumers. A strong merchandising medium for any type of product which will touch the consumer.

I am sure the Gujarat Government must have made this event as a FAM trip to promote the state as a great tourist destination for people from other parts of world. Interesting stories could be and is being featured through PR right from making people teach the art of kite flying to how Kites in different shape, size and color is manufactured. A great photo opportunity for the photo journalist, as the place is filled with colorful extravaganza. The state has also roped in Bollywood celebrity Amitabh Bachchan to further leverage mileage.