The Maha Kumbh in Prayagraj, a major religious event, has attracted millions of devotees and tourists. FMCG brands are seizing this opportunity to advertise, with companies like HUL, Amul, Dabur, and ITC heavily involved in marketing efforts. HUL is activating 10 brands, offering practical products like Surf bags for pilgrims, while also using anamorphic ads. Marketing costs vary, with 10-second LED ads costing Rs 5-10 lakh, and CSR initiatives like rehydration centers costing Rs 5-10 lakh.
Major brands like Amul, Dabur, and HUL are using high-profile LED displays at key locations, while ITC distributes 1 lakh Mangaldeep jalbattis. Adani Fortune Foods has launched “Ahar Kumbh” to offer comfort food to pilgrims, and Dettol is supporting sanitation efforts. The event is projected to generate Rs 2 lakh crore in business, with the food and beverages sector contributing Rs 20,000 crore.