MTDC Media Strategy

About Project

Krishna Janmashtami, celebrates the birth of Lord Krishna, a revered Hindu deity. In Maharashtra, the celebration is in the form of a two day festival called Govinda. During the festival, an earthen pot is tied high up on different streets and groups of people create pyramid-like structures to get their hands on this pot. Maharashtra, especially, Mumbai is abuzz with activity during this time with music, colour and general bonhomie making it a spectacle worth witnessing. Beehive was called in by Maharashtra Tourism Development Corporation (MTDC) to create and market this unique property to increase the number of room nights tourists spent in the state. While Mumbai did feature in most travel itineraries to India, it was a stopover before they moved on to travel, something MTDC was hoping to change. Beehive’s main objective was to attract attention of the domestic and international audiences to spend more time in the state during the Govinda festival.

What we did

Beehive developed a 360 degree campaign for MTDC. MTDC lent its support to an event – the Sangharsh Dahi Handi -which was a face-off between the prominent record holders: Castellers of Spain and the local Govindas (groups) of Mumbai. The involvement of an international team raised the profile of this hitherto local festival lending it a global appeal. The Sangharsh Dahi Handi holds the reputation for offering the maximum monetary giveaways for the local groups who dare to attempt feat. We created marketing and print collaterals with a single message to promote this event to intensify the interest of audiences in the festival. There were a lot of outdoor mentions promoting the Sangharsh Dahi handi and the support of MTDC towards the festival. The outdoor mediums were placed strategically across all the arterial roads in Mumbai and intensified in the Thane area to direct traffic to the event. We tailored promotional events to announce the concept of the Govinda festival and how this was worth staying back for. We organized a press conference over hi-tea at Sachivalaya announcing the creation of the property, the support of Maharashtra Tourism was lending to the Sangharsh Dahi Handi and the launch of the Maharashtra Tourism Guide in India Today. We also created branding collaterals with uniquely designed logos. The Sangharsh Dahi Handi team wore MTDC and Govinda branded T-shirts while posing for the cameras creating a lot of photo opportunities.


The campaign was well-received on all fronts. Beehive ensured a presence of 70 media members who actively participated in the event. The idea of combining the book launch with the festival ensured the messaging reached relevant audiences. Journalists penned over 80 inspirational stories on the initiative and shared their highest recommendation for this festival along with accolades to the client for the initiative. An average of 50,000 people visiting prominent Dahi Handis across Mumbai and Thane as a result of this activity, many of them tourists.

What's the buzz?

What's the buzz?

  • Beehive draws in a Design Bronze Spike

    Beehive Communications has won a Design Bronze Spike at Spikes Asia 2011 for their Sketch-A-Card creative.

Goafest Abby 2013 - Bronze award winner
Goafest Abby finalist – Art Direction
Client: Tourism Malaysia
Title: Malaysia Mega Bag
Category: Print