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Maha Kumbh Mela 2025: The auspicious fair is set to give opportunities for brands to engage with devotees through initiatives
The auspicious Maha Kumbh Mela is set to be a unique spiritual, economic and cultural confluence, offering unparalleled opportunities for brands (PTI Photo)
Maha Kumbh Mela 2025: As the Kumbh Mela returns to Prayagraj in 2025, the world’s largest spiritual gathering becomes more than just a pilgrimage; it’s also a powerful platform for brands to connect with millions of devotees and seekers. In a blend of tradition and modernity, companies are tapping into the spiritual energy of the event, crafting campaigns that resonate with both the sacred atmosphere and contemporary consumer culture. From eco-conscious innovations to mindful marketing, brands are riding the spiritual tide in Prayagraj, Uttar Pradesh, aligning their messages with the deeper values of devotion, unity, and renewal.
Rajesh Magow, Co-Founder and Group CEO, MakeMyTrip shared that searches for Prayagraj on MakeMyTrip have surged by an extraordinary 23 times year-on-year as devotees from across India plan their journey to Maha Kumbh. Travel demand is particularly high during the event’s opening and closing week. As devotees seek immersive experiences closer to the heart of the Maha Kumbh, tent accommodations have witnessed strong demand.
The auspicious Maha Kumbh Mela is set to be a unique spiritual, economic and cultural confluence, offering unparalleled opportunities for brands to engage with devotees through unique interventions.
Here are some of the initiatives companies have undertaken to mark their presence on the sacred land;
Dettol
Reckitt, a leading consumer health and hygiene company, through its flagship campaign, Dettol Banega Swasth India, has committed to creating a memorable Swachh and Swasth Maha Kumbh Mela 2025. The campaign, in collaboration with the Akhadas, will provide millions of soaps to devotees at food-serving areas to ensure handwashing before and after meals, fostering healthier practices across the Mela grounds. Additionally, it will support nearly 15,000 sanitation workers by providing training programs and making soaps accessible to them. These efforts aim to ensure that both devotees and sanitation workers experience a healthier and cleaner Kumbh.
ITC
Business conglomerate ITC said its FMCG brands including Bingo! and Mangaldeep are leveraging this opportunity to connect with the masses through experiential initiatives at the mega event. For example, through its consumer connect initiative, Bingo! will bring the local culture of Uttar Pradesh to life at the brand’s activity booth with initiatives such as creating reels on famous local songs using traditional props and offering fusion dishes that blend the State’s signature flavours with Bingo! Tedhe Medhe.
ITC’s agarbatti brand Mangaldeep will present devotees with initiatives that resonate with the essence of devotion and spirituality central to the Maha Kumbh. The brand will complement the spirit of the festival through brand participation in rituals like havans, hosting evening bhajans, and offering digital engagement through augmented reality to bring the event’s devotional spirit such as ‘Kumbh Snan’ and ‘Deepdaan’ into people’s homes.
Coca-Cola India
The global brand will be pairing its diverse portfolio of beverages with local foods and flavours and bringing to life immersive experiences to make Maha Kumbh even more memorable for all who visit. “We are committed to creating social impact through multiple initiatives at the event, that showcase the potential of repurposed packaging and raise awareness about recycling to inspire collective action,” Greishma Singh, VP, Marketing, Coca-Cola India and South West Asia said.
PhonePe
PhonePe announced the launch of a first-of-its-kind insurance coverage, designed for travellers attending the upcoming Maha Kumbh Mela. This insurance plan is available in 2 variants, catering to the needs of a broad spectrum of travellers: Rs. 59 per traveler for individuals traveling by train or bus and Rs. 99 per traveler for individuals traveling by domestic flights.
Park+
Park+, the auto-tech app, announced the launch of Prayagraja’s first smart parking management system for the Maha Kumbh 2025. Pilgrims visiting Prayagraj can use the Park+ app to easily discover, book and prepay for a car parking spot at a government-approved parking area. Car owners will also be able to use their FASTag on their car to pay for a parking spot, without any human intervention, a first of its kind initiative in Prayagraj.
