Bumper Offer at World’s Largest Sacred Gathering

The World’s Largest Marketing Festival?

The Maha Kumbh Mela 2025, started yesterday (January 13), is more than a spiritual gathering. With over 450 million devotees expected to visit Prayagraj over 50 days, the festival has become a massive stage for brands to showcase their creativity and connect with audiences. To put this into perspective, the Mela’s reach rivals that of the Indian Premier League (IPL) and YouTube India. The stakes are high, with companies projected to spend INR 1,800 – 2,000 crore on advertising and promotions.

A ₹2,000-Crore Marketing Opportunity

Every sector is jumping on the Maha Kumbh bandwagon, from FMCG giants to banks. Coca-Cola, Patanjali, Unilever, Dabur, Airtel, Vodafone, ITC, and Amar Ujala are among the top players preparing for significant investments. This marketing spree is expected to bring unprecedented revenue, with Uttar Pradesh likely to earn INR 1.2 lakh crore during the event.

In 2019, advertising revenues for the Mela stood at INR 1,000 crore. This year, advanced technology like AI, augmented reality (AR), LED screens, and mobile apps will take centre stage, boosting ad revenues to 2-3 times that amount.

Creative Strategies from Top Brands

ITC Mangaldeep’s Spiritual Connect

ITC’s Mangaldeep brand plans to make the Maha Kumbh a deeply spiritual experience. The company will distribute 10,000 unique alum battis, an incense stick that dissolves in water, symbolising devotion. Large-scale hawan ceremonies featuring Mangaldeep’s sambrani cups will add to the sacred atmosphere.

The brand is also betting on creative outdoor branding, including arch gates, umbrellas for traders, and giant 5-ft agarbatti installations at high-traffic spots. Mangaldeep is introducing AR features for virtual rituals like Shahi Snaan and Deep Daan to attract younger audiences, amplified through social media and influencer collaborations.

Dabur’s Thoughtful Sampling

Dabur is set to bring its iconic products, such as Red toothpaste and Chyawanprash, directly to devotees. Sampling stations, including a special Dant Snaan toothpaste booth, will allow visitors to brush their teeth with Dabur’s Red toothpaste. Real juices will also be available at multiple akharas.

Bank of Baroda’s Financial Solutions

Banks are also leveraging this mega event. Bank of Baroda has two full-fledged branches equipped for forex transactions and onsite and mobile ATMs. Their GenAI-powered virtual assistant, Aditi, will handle customer queries. The bank also deploys BC Sakhis and business correspondents to assist visitors and merchants.

To support small businesses, the Bank of Baroda provides merchant carts and reflector jackets for volunteers and traders. This initiative aims to make banking services seamless and accessible for all.

Innovative Brands and its Services for Devotees

Park+ Introduces Smart Parking

Navigating through Prayagraj during the Maha Kumbh can be daunting, but Park+ is introducing a smart parking system. Pilgrims can book parking spaces in government-approved lots using the FASTag on their vehicles, eliminating the need for human assistance.

Amar Ujala’s AI Chatbot

The media giant Amar Ujala is launching “Sarathi,” an AI-powered chatbot that will guide devotees with real-time information on routes, lodging, and key events. This service will ensure a hassle-free experience for millions.

Kuku FM’s Spiritual App

The audio streaming platform Kuku FM uses the Maha Kumbh to launch its Bhakti app, which is dedicated to devotional content. On-ground branding and kiosk contests will attract visitors, offering them a glimpse into audio shows while promoting spiritual engagement.

IIFL Foundation’s Boat Ambulances

The IIFL Foundation is introducing 15 boat ambulances for first-aid and emergency care to prioritise health and safety. This initiative, in partnership with the Mela authorities, highlights the importance of corporate social responsibility during large public events.

Why Brands Are Investing this Huge?

The Maha Kumbh is a unique blend of spirituality and commerce. Brands are drawn to the massive footfall and the emotional connection they can establish with diverse audiences. Whether through product sampling, innovative services, or creative digital campaigns, companies are finding new ways to leave a lasting impression.

For example, Mangaldeep’s AR rituals and Dabur’s thoughtful toothpaste stations cater to tradition and modernity. Similarly, Bank of Baroda’s GenAI assistant and Park+’s smart parking show how technology can enhance devotees’ overall experience.

A Sacred Gathering Turned Marketing Mela

The Maha Kumbh Mela has always symbolised India’s rich cultural and spiritual heritage. Witnessing it transform into a marketing mela evokes mixed emotions. On the one hand, it’s inspiring to see brands contribute to improving facilities and leveraging technology to make the experience seamless for devotees. Conversely, it’s unsettling to think that a sacred gathering is now viewed as an INR 2,000-crore advertising opportunity.

Faith is deeply personal, and while modernisation and commerce have their place, they should never overpower the essence of what makes the Maha Kumbh so special: devotion, simplicity, and unity. Brands are responsible for treading this path with sensitivity and respect, ensuring that their efforts enhance the experience without compromising its spiritual core. This crossing of faith and commerce shows how deeply businesses intertwine with cultural traditions.

As devotees immerse themselves in the spiritual aura, they’ll witness how brands become a part of their journey. I hope the Maha Kumbh 2025 represents the power of unity, bringing people, traditions, and commerce together!