Kumbh Mela 2025, held in Prayagraj, is the world’s largest spiritual gathering, attracting millions of devotees and tourists from across the globe. Spanning from January 13 to February 26, 2025, this iconic event provides an unparalleled opportunity for brands to connect with a massive and diverse audience. With innovative strategies blending tradition and technology, brands are leaving no stone unturned to stand out at this grand celebration.
Brands at Kumbh Mela 2025
Reliance Consumer Products
Reliance Consumer Products Limited (RCPL) has partnered with the Maha Kumbh under the theme “Mahayagya of Unity.”
- Pilgrim Services: RCPL provides essential refreshments and installs signage for seamless navigation.
- Rest Areas: “Campa Ashram” and “Aaram Sthals” offer pilgrims places to rest during their journey.
Dabur
Dabur enhances convenience and brand engagement through thoughtful initiatives:
- Product Sampling: Collaborates with dhabas and restaurants to offer products like Hajmola.
- Changing Rooms: Sets up women’s changing rooms and baby care facilities stocked with Dabur products.
ITC
ITC engages pilgrims with its Mangaldeep brand and other FMCG offerings:
- Ritual Participation: Hosts havans and bhajans to enhance spiritual experiences.
- Digital Innovations: Introduces augmented reality to bring Kumbh Snan and Deepdaan rituals into homes.
- Local Flavor: Bingo! combines traditional props with modern reels and offers fusion dishes.
Coca-Cola
Coca-Cola pairs its diverse beverage portfolio with the local essence of Kumbh:
- Sustainability Focus: Promotes recycling and social impact through repurposed packaging.
- Consumer Engagement: Offers refreshing beverages at key locations.
PepsiCo India
PepsiCo India showcases creativity and practicality:
- Landmark Installation: A 30-foot illuminated Mountain Dew bottle aids navigation at night.
- Device Charging: Sting introduces towers with over 500 charging points and supports EVs for cleaner travel.
PhonePe
PhonePe launches affordable insurance plans for pilgrims:
- Tailored Coverage: Rs 59 for train/bus travelers and Rs 99 for domestic flights.
Kuku FM
Kuku FM leverages its new Bhakti app to cater to spiritual seekers:
- Extensive Library: Over 2,000 hours of spirituality-themed content, including bhajans and audiobooks.
Bank of Baroda
Bank of Baroda ensures convenient banking for pilgrims:
- Digital Payments: Promotes digital payment adoption.
- Accessibility: Enhances banking services for all participants.
Park+
Park+ simplifies parking and enhances visitor convenience:
- Smart Parking: Allows pre-booking of parking spots via an app.
- Additional Amenities: Includes CCTV security, EV charging stations, and clean washrooms.
IIFL Foundation
IIFL Foundation ensures medical aid is accessible:
- Boat Ambulances: Launches 15 ambulances for first-aid services.
- Health Centre: Operates a facility with doctors and medical equipment.
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Vi
Vi, in partnership with Shemaroo, brings the Mela to digital screens:
- Live Streaming: Offers exclusive coverage of key events like Shahi Snans.
- Cultural Insights: Provides recorded content and anchored tours of Akharas.
Sri Mandir App
Sri Mandir makes rituals accessible to those unable to attend:
- Virtual Services: Offers online rituals, sacred offerings, and Gangajal delivery.
- Campaign: Launches the #HarGharKumbh initiative featuring Gurmeet Choudhary.
Dettol
Dettol’s Banega Swasth India campaign promotes health and hygiene:
- Soap Distribution: Provides soaps to devotees and sanitation workers.
- Hygiene Volunteers: Deploys teams across all Mela sectors for awareness campaigns.
Media Houses
Media companies enhance coverage and accessibility:
- News18 and Zee Media: Launch dedicated YouTube channels for 24/7 updates.
- India TV: Offers immersive Connected TV coverage.
- Amar Ujala: Introduces AI chatbot Sarathi for event information.
- Tata Play: Delivers ad-free coverage and special programming on Maha Kumbh.
Conclusion
The Kumbh Mela 2025 showcases how brands can seamlessly blend tradition with innovation. From on-ground activations to digital integrations, these efforts not only enhance the pilgrim experience but also create lasting impressions in one of the world’s largest gatherings.
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