Did you miss out on this ₹2,000 crore branding opportunity?

by Mehak Jaggi

Feb 20 2025 | 08 min read

With 40 crore pilgrims, a ₹2,000 crore branding opportunity and the ad spending surging by 300%, the Maha Kumbh Mela isn’t just a spiritual phenomenon—it’s a marketer’s dream. A once-in-144-year event, turning Prayagraj into a dynamic marketplace where brands compete for attention in the most unconventional ways. Businesses are pushing the boundaries of engagement, blending tradition with innovation to capture consumer eyeballs.

From hyperlocal targeting and AI-powered interventions to immersive experiences and guerrilla marketing, brands have left no stone unturned to make an impact. The Maha Kumbh 2025 has witnessed marketing at its boldest.

Marketing at the Maha Kumbh: Beyond Visibility, Creating Impact

The scale of Maha Kumbh demands more than just visibility—it requires brands to integrate seamlessly into the experience. Here’s how brands made their presence felt:

On-Ground Activations: Pop-up stalls, kiosks, and branded zones immersed pilgrims in engaging experiences.
AI & Tech Integration: Geofencing, chatbots, and hyperlocal WhatsApp campaigns ensured brands reached the right audience at the right time.
Sustainability & Purpose-Driven Initiatives: From Unilever’s Clean Ganga movement to Amazon turning delivery boxes into beds, brands focused on meaningful contributions.
Regional & Social Media Influence: With social media ad costs surged by 20-40%, regional influencers became the go-to medium for brands seeking high-impact engagement.

Technology & Digital Innovation

Uttar Pradesh Government – Set up digital lost and found centres utilising advanced AI-based facial recognition and machine learning technology to reunite missing people with their families.

ABP Network – Designed Kumbh Metaverse to allow non-visitors to experience the Mela.

Vi & Shemaroo – Partnered to live-stream Shahi Snan rituals on Vi Movies & TV.

Paytm – They made pilgrim travel seamless with exclusive discounts, guaranteed seat assistance, and a “Spin the Wheel” for exciting prizes!

FMCG & Consumer Goods

Fevicol – Staged a quirky stunt where multiple people wore a single oversized T-shirt, reinforcing the “Hum Jude Rahenge” message.

Eveready– Installed 130,000 LED lights, including streetlights, floodlights and also changing rooms to ensure a vibrant and safe environment for devotees.

E-Commerce & Quick-Commerce

Amazon – Converted delivery boxes into foldable beds, addressing a key need for pilgrims.

Blinkit – Established a temporary store at the Mela, ensuring easy access to essential supplies.

Food & Beverage

Coca-Cola – Set up hydration carts, launched Maha Kumbh-themed packaging, and promoted sustainability with PET recycling, turning plastic into jackets for sanitation workers and women’s changing rooms.

Chings- Served free noodles, pasta, and fried rice at Parade Ground stalls, offers hot soup to pilgrims, and energises Ganga Aarti with dhol performances, celebrating Desi Chinese flavours.

DS Group- From Pulse-branded boats, Kalash (water pots), bags, and umbrellas to Catch’s tie-up with 100+ dhabas and the ‘Sangam Ki Goonj’ campaign, they’re enriching the pilgrim experience. An AI-generated video further highlights the Poorn Mahakumbh’s significance.

Bingo! Tedhe Medhe- They brought Uttar Pradesh’s spirit to life with the bold and quirky Bhaukaal Lok campaign, celebrating its vibrant culture.

Transport & Mobility

Uber – Set up dedicated pickup zones with discounted travel fares for easier pilgrim movement.

Ixigo- They simplified planning with a dedicated Microsoft solution that offers personalised itineraries, seamless bookings, and expert spiritual guides.

Hygiene & Wellness

Dettol – Set up mobile sanitisation units across major gathering points.

Colgate – Provided space to maintain oral hygiene during the stay at Maha Kumbh.

Lessons from the Maha Kumbh Playbook

Each campaign activity at the Maha Kumbh Mela was more than a marketing tactic—it was an individual story woven into the fabric of an ancient celebration.

By leveraging groundbreaking technology, creative storytelling, and immersive on-ground experiences, brands transformed a transient event into a lasting legacy. The Maha Kumbh was not only about reaching millions; it was about creating connections that resonated deeply and sustainably.

In harnessing the sheer scale of 40 crore pilgrims and a ₹2,000 crore opportunity, these initiatives set a new benchmark for experiential marketing, proving that true impact lies in the synergy of innovation, tradition, and human connection.