The Maha Kumbh Mela, a massive spiritual gathering in Prayagraj, India, attracts millions of pilgrims and tourists. Brands are leveraging this opportunity to increase their visibility and engage with a diverse audience. During the event, which runs until February 26, 2025, a range of innovative marketing strategies are being employed, blending traditional techniques with modern solutions.
Reliance Consumer Products has partnered with the Mela, offering essential refreshments, direction signs, and rest areas along pilgrimage routes and at the event grounds. Other brands, like Dabur, are showcasing their products and services through targeted activations and innovative experiences. IT C’s Mangaldeep, for instance, is enhancing spiritual experiences through virtual reality and localized cultural initiatives. Coca-Cola, PepsiCo, and PhonePe are providing refreshed beverages, phone charging points, and travel insurance, respectively. Kuku FM has launched the Bhakti App, which offers spiritual entertainment content.
Moreover, various other brands are working together to amplify their impact during the Maha Kumbh Mela 2025. Bank of Baroda is promoting digital payment adoption and improving banking accessibility, Park+ has implemented a smart parking management system, and IIFL Foundation and Bharat Scouts and Guides are providing emergency medical services. VI has partnered with Shemaroo to offer live-streaming of the event.
The Sri Mandir App offers a virtual experience of the Mela, enabling devotees worldwide to participate in rituals and offerings. Dettol Banega Swasth India is emphasizing hygiene and sanitation efforts, with soaps distribution and training sessions for sanitation workers. News agencies like News18, Zee Media, and India TV have launched dedicated YouTube channels to showcase the event worldwide.
In this unique marketing campaign, brands have come together to create a multi-faceted experience that cater to the vast audience attending the Maha Kumbh Mela 2025. While traditional marketing and innovative strategies, such as Augmented Reality (AR) experiences, virtual assistance, and insurance plans, this event will ultimately be a chance for brands to make a significant impact on this massive cultural celebration.