Influencers Battle for the Perfect Frame at Maha Kumbh 2025

This once-in-144-year Maha Kumbh 2025 is a magnet for millions of pilgrims and seekers and an army of content creators hoping to transform faith into engagement. With its grand visuals and deeply spiritual atmosphere, the Kumbh is an irresistible setting for influencers to create standout content. However, the Battle for attention comes with extreme challenges, crushing crowds, strict filming regulations, and brand expectations that don’t always align with the raw nature of the event.

The High-Stakes Game of Maha Kumbh 2025 Influencing

Maha Kumbh has recently become one of the most lucrative influencer marketing opportunities. Major brands like Reliance’s Campa, State Bank of India (SBI), and ITC’s Bingo invest anywhere between INR 1 lakh and INR 50 lakh per campaign to capitalise on the event’s vast reach. According to The Mint, quoting influencer marketing intelligence platform Qoruz, more than 12 million posts were shared in the month leading up to 12 February, with over 50,000 creators participating. Of these, 9.1 million posts were on Instagram alone, with 3,362 of them being brand-sponsored.

Despite these numbers, only a fraction of influencers successfully monetised their content. The promise of financial rewards attracts creators across genres – spirituality, travel, wellness, and lifestyle, all competing for a share of the Kumbh’s digital spotlight. However, travel expenses, high-end equipment, and long hours of shooting in chaotic conditions don’t always guarantee success. Those who fail to strike the right balance between commercial collaborations and authentic storytelling risk alienating their audience and, in some cases, facing backlash.

Influencers vs. The Chaos of Kumbh

Aman Srivastava: A digital storyteller

Aman Srivastava struggled to capture immersive content amid relentless crowds. His signature long-form narrative videos, usually seamless, required multiple retakes due to constant disruptions. In his quest for the perfect footage, he navigated narrow alleys at dawn, the only time when the chaos momentarily subsided. Even then, securing a stable internet connection to upload content proved a nightmare, often forcing him to leave the mela grounds searching for Wi-Fi.

Hitesh Mahawar: A former Engineer Turned Yoga Influencer

Hitesh Mahawar, known for his balanced and insightful takes on myth versus history, faced a different challenge. His storytelling relied heavily on uninterrupted frames, but he waited hours for clarity at Maha Kumbh 2025. His usual serene tone was tested as he navigated throngs of pilgrims, jostling journalists, and overzealous brand representatives eager to insert their logos into his work.

Sai Praveen Sharma: Wellness Influencer

Sai Praveen Sharma was featured on Kumbh’s official page; the struggle was maintaining authenticity while working with brands. Creating content honouring the event’s spiritual gravity while integrating commercial partnerships was delicate. While some brands insisted on in-your-face promotions, Sharma carefully curated segments that blended faith-based storytelling with subtle endorsements.

Abhishek Nigam: Indian Actor and Influencer

Abhishek Nigam, who documented his spiritual reflections alongside his brother, TV star Siddharth Nigam (boasting over 11 million followers), took a measured approach. Instead of chasing viral trends, they focused on highlighting the cultural depth of Kumbh, working closely with local guides to ensure their presence remained respectful of sacred spaces. This approach earned them credibility but limited their ability to jump onto the fast-paced trends driving engagement.

Harshvardhan Verma, a.k.a Ayodhyawale: Travel Vlogger

Harshvardhan Verma, widely known as Ayodhyawale, brought his signature poetic storytelling to the Shahi Snan, but even he wasn’t immune to logistical hurdles. Filmmakers secured access to prime locations only after navigating multiple layers of permissions, but by then, ideal lighting and crowd compositions had often changed. Despite these struggles, his ability to frame the event as a deeply personal and devotional experience resonated with his audience, proving that authenticity remains a powerful tool.

Walking the Tightrope Between Spirituality and Branding

While Maha Kumbh 2025 is a dream for content creators, it is also a potential minefield. Over-commercialisation can alienate audiences, and insensitivity towards religious sentiments can spark online outrage. A small number of influencers chose to attend the Kumbh for a genuine spiritual experience, but its unmatched content opportunities drew the most.

Local authorities have also imposed strict guidelines to ensure influencer activity remains respectful. Specific actions, such as operating drones, require police approval, and restrictions on content sharing prevent the spread of controversial material. Navigating these regulations adds another difficulty for influencers trying to create compelling content while staying within legal and ethical boundaries.

The Maha Kumbh may be a goldmine for influencers, but only those who can navigate its chaos, cultural sensitivities, and logistical nightmares will strike digital gold. The perfect frame might be elusive, but those who tell the most compelling and respectful stories will emerge as the real winners of this spiritual spectacle.