Reaching 1.45 crore pilgrims at Medaram Jatara
Branded sampling zones at Asia’s largest tribal gathering, built on open ground and run through four days of continuous crowd.
The problem
Sammakka Saralamma Jatara turns a forest village into a temporary city of more than one crore people for four days. There is no permanent infrastructure, no mobile network worth the name, and no second chance — the crowd arrives on a fixed date and leaves. The brands needed sampling at scale, with a structure that would not be swept away by the queue.
What we did
- Site allocation negotiated with the utsav committee and district administration two months ahead, prioritising the pilgrim walking route over the vehicle route.
- Zones fabricated off-site in Hyderabad and assembled on open ground, with canopy, back wall, counters and queue barricading designed for continuous throughput.
- Local crews recruited and trained in Telugu, with supervisors rostered in shifts across the twenty-four hour pilgrim flow.
- Stock, water and staff logistics planned against a road that becomes impassable at peak, with deliveries timed to the small hours.
- Every day documented with GPS Map Camera photographs recording location, date, time and temperature.
