Maha Kumbh: How brands have been winning hearts, not just eyeballs over the years

Brands are moving beyond traditional advertising and embracing experiential activations and social responsibility initiatives to connect with millions of devotees

author-image
BestMediaInfo Bureau
Updated On
New Update
Kumbh
Listen to this article
0.75x 1x 1.5x
00:00 / 00:00

 

 

New Delhi: This time around, as the Maha Kumbh returns on January 13 after a 12-year hiatus, it’s set to draw a staggering 400 million visitors—a brand marketer’s dream come true! Nowhere else in India can brands reach such a colossal and diverse audience in one go.

From waterproof sarees to "roti reminders" urging pilgrims to wash their hands and even clapping gloves and t-shirts to fit 2 people so that they don’t get lost, the Kumbh Mela has long been the playground for brands with big ideas. 

Brands have increasingly been moving beyond traditional advertising and embracing experiential activations and social responsibility initiatives to connect with millions of devotees.

Dabur is taking a multi-brand approach, activating consumer engagement with key products like Chyawanprash, Dabur Honey, and Dabur Red Paste. Dabur is also partnering with roadside eateries and highway dhabas, offering product samples and branding these locations with digestive aids like Hajmola and Lavanbhaskar Churna.

This time around, Park+, the auto-tech app, has launched Prayagraja’s first smart parking management system. 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.

Sri Mandir, the devotional app, has introduced a Triveni Sangam Jal delivery service to bring the sanctity of the confluence of the Ganga, Yamuna, and Saraswati rivers to devotees' homes ahead of the Maha Kumbh 2025. For those unable to attend the Maha Kumbh Mela due to unavoidable circumstances, the service ensures they can still connect with its spiritual essence. 

Coca-Cola is implementing initiatives showcasing the potential of repurposed packaging and raising awareness about recycling, aiming to inspire collective action towards a cleaner environment.

Greishma Singh, Vice-President Marketing, Coca-Cola India and South West Asia, shared, “We are delighted to play a part in refreshing millions during one of the country’s most iconic cultural celebrations. We will be pairing our 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.”

ITC’s FMCG brands, including Bingo! and Mangaldeep aim 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.

In a statement, ITC said, "This once-a-12-year festival represents a prime moment for ITC’s brands to connect with millions, blending tradition, culture, and meaningful consumer interactions into this iconic gathering of devotees."

Since 2016, Dettol Banega Swasth India (DBSI) has been a trusted partner of the Kumbh Mela with interventions in Ardh Kumbh Melas and Magh Melas across Varanasi, Nashik and Ujjain. Over the years, Kumbh has witnessed a surge of pilgrims, and this year as the Maha Kumbh Mela is expected to draw 45 crore devotees, DBSI is focused on embedding hygiene practices into the spiritual and cultural fabric of this sacred event.

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, DBSI 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.

Recognising the diversity and scale of the Maha Kumbh, Dettol Banega Swasth India is deploying health and hygiene volunteers across all 25 sectors of the Kumbh, offering on-ground support and guidance to the pilgrims. Special focus is also being given to millions of Kalpvasis (devotees staying for the entire 45 days of the Mela), who will receive soaps and hygiene awareness messages to encourage consistent hygiene practices during their stays. Adding to the cultural experience, the campaign will also engage devotees through traditional Nukkad Nataks, delivering powerful messages on the vital role of handwashing in maintaining good health.

Gaurav Jain, Executive Vice President, Reckitt – South Asia said, “At Reckitt, we believe that health and well-being of communities are the foundation of true progress. The Maha Kumbh Mela 2025 provides a unique opportunity to embed hygiene practices into one of India’s most culturally significant events. We are delighted to take ahead our long-standing partnership with the Government of Uttar Pradesh and GIWA to reaffirm our commitment to Viksit Bharat @ 2047, ensuring that hygiene is the cornerstone of a cleaner, healthier India.”

             

Bank of Baroda is the convenor of State Level Bankers’ Committee (SLBC), Uttar Pradesh. The brand is working towards promoting Digital Payments extensively at Kumbh Mela for the convenience of devotees, tourists, merchants and the public at large. With the ease, convenience and popularity of UPI, Payments PSP app – bob इ Pay that is loaded with the complete suite of payment features. 

For the convenience of people, BoB is establishing two full-fledged branches with forex transaction facilities and is also setting up both onsite ATMs and Mobile ATMs. The branches will also have coin vending machines. Bank of Baroda’s GenAI-powered Virtual Relationship Manager, Aditi will be a distinct feature that will answer customer queries on banking, thereby enhancing the overall customer service experience. 

Bank of Baroda is also deploying BC Sakhis and Business Correspondents on the ground to assist visitors, merchants, and the public alike. The Bank has also provided hundreds of merchant carts through Mela authorities and reflector jackets for volunteers and merchants.

VG Senthilkumar, Head – Marketing and Branding, Bank of Baroda, said, "As the world’s largest public gathering that will attract a wide cross-section of people, the Maha Kumbh Mela presents a unique opportunity for brands. This is especially so for banks, given the importance of providing seamless access to banking and payment services to the millions of devotees and tourists that will congregate at Maha Kumbh."

           

Historically, brands at the Kumbh Mela focused on basic outdoor advertising like hoardings and static banners. However, the 2010s marked a shift towards more interactive and experiential marketing. By 2013, Lifebuoy by Hindustan Unilever had pioneered a campaign using heat stamps on rotis to promote handwashing, showcasing how brands began to integrate with the cultural and daily practices of the attendees. 

In 2019, HUL’s Red Label launched an innovative tea vending machine across Kumbh City that doubled as a dustbin. Branded with the slogan “Kachra le aao, chai le jaao” (bring garbage, get tea), the machine dispensed a fresh cup of tea each time someone disposed of trash, thanks to built-in sensors.  This clever setup encouraged pilgrims to keep the area clean while enjoying a warm drink. 

Dabur ingeniously tapped into the ritual of cleansing by offering "Dabur Red DantSnan." Setting up dental stations with free toothpaste dispensers across the Mela grounds, they promoted oral hygiene as an extension of the spiritual cleansing process. This resonated with the pilgrims, seamlessly integrating their product with the Kumbh experience.

In 2019, companies like Dabur and Reliance Jio used digital notifications, location-based services, and LED screens to engage consumers, moving beyond traditional advertising methods.

The Kumbh Mela in 2021, held under the shadow of the global health crisis, saw brands adopting cautious approaches. Marketing budgets and on-ground activations were reduced, with a focus on hygiene and safety. Brands like Dabur and Bata India implemented campaigns that emphasized sanitization and social distancing, adapting to the new normal.

In the past, LG has gone beyond traditional marketing by providing essential services. Installing water purifiers ensured access to clean drinking water, while washing machines offered much-needed convenience to the pilgrims.  They also distributed "Suraksha Dhagas" (safety threads) with contact details to help reunite lost individuals, showcasing a commitment to social responsibility.

These examples illustrate the power of purpose-driven marketing. Successful Kumbh campaigns go beyond mere product placement, leveraging the context of the event to create meaningful experiences. Whether it's promoting hygiene, providing essential services, or tapping into the emotional fabric of the gathering, brands that understand the spirit of the Kumbh Mela can create campaigns that are both impactful and memorable.

Maha Kumbh 2025 Marketing Dabur brand Park+ Red Label Kumbh Mela Kumbh
Advertisment