The Maha Kumbh Mela in Prayagraj, one of the world’s largest spiritual and cultural gatherings, began on January 13 and runs until February 26, 2025. Attracting millions of pilgrims and tourists, it has become a major platform for brands to connect with a diverse audience through traditional and innovative marketing strategies.
Key Brand Initiatives:
- Reliance Consumer Products: Providing refreshments, resting areas, and navigation aids.
- Dabur: Offering product samples at dhabas and highways, setting up women’s changing rooms, and baby care stations.
- ITC: Enhancing devotional experiences through rituals, bhajans, and digital AR engagements.
- Coca-Cola & PepsiCo: Pairing beverages with local flavors and creating large installations and charging stations for pilgrims.
- PhonePe: Introducing affordable travel insurance for pilgrims.
- Kuku FM: Launching a Bhakti app with over 2,000 hours of spiritual content.
- Park+: Implementing a smart parking system with features like FASTag payments and EV charging.
- IIFL Foundation: Operating boat ambulances and medical services for emergencies.
- Vi & Media Partners: Providing 24×7 live streams, immersive coverage, and cultural programming via TV and digital platforms.
These efforts, alongside hygiene initiatives from Dettol and expansive media coverage, highlight how brands are blending service and engagement to enhance the Maha Kumbh experience.