GroupM, Google, Amazon.in and Line launch GrandDiwaliMela.com

The website gives users a chance to try out daily-use products, play games and stream movies.

GroupM, along with Google, Amazon.in, Line Messenger, and a host of other brands across categories, is bringing a unique online carnival for Indian consumers. Titled the GrandDiwaliMela.com (www.granddiwalimela.com), the website allows users from across India to try out daily-use products (through Re. 1 samples delivered at the user's doorstep), play games that are based on Indian cultural, and stream movies for free. Moreover, the site will also make content from the upcoming film Happy New Year available for public viewing.

The objective is to get Indian to celebrate Diwali on the internet. This is GroupM's first attempt at a site like this. The organisers are banking on substantial mobile traffic.

Amazon.in has come on board as a key partner and will work closely with popular Unilver brands such as Lakme, Ponds, Vim and Comfort.

Over 2.5 lakh product samples from Unilever and Kellogg's will be made available for this mela. The hope is to turn the site into a 'sampling platform'.

CVL Srinivas, CEO, GroupM South Asia, says, "With the Grand Diwali Mela we are starting off a journey that is new and exciting. We are happy to have the support from Google, Amazon.in and Line Messenger..."

Rajan Anandan, country head, Google India, adds, "We are delighted with the initial response to this unique initiative by Group M. Users will be able to sample, shop, play and enjoy the latest offerings from Bollywood, and I am confident that everyone will find something to take back home from the mela."

Amazon.in, through its sellers, is also offering patrons the chance to avail quintessential Diwali products like diyas, candles, idols and pooja thaalis.

All updates from the mela and participating brands will be shared with users of Line Messenger first.

At the Grand Diwali Mela, consumers can also experience gaming via a platform called Centerstage Hungama.com. On this online 'zone' as the organisers are calling it, consumers can stream two Bollywood films of their choice. Online gaming site Games2Win is partnering this part of the virtual mela, for which a game called Diwali Chakri has been launched exclusively. In association with Rummy Circle, it allows users to play with other card game enthusiasts across the country. Gaming hour will be between 9-10 pm. Prizes include online offers and merchandise.

Online real estate brokerage marketer Proptiger, and online classifieds site Olx.in will also leverage the mela, as will brands like Kurkure, Horlicks, Godrej and Fiat, among others.