The Maha Kumbh Mela is renowned for its overwhelming sensory experiences, combining sights, sounds, and flavours that create unforgettable moments. A lesser-known highlight of the mela is the vibrant street food scene, which offers everything from sizzling chaats to piping-hot jalebis. For many, these food stops are more than just a meal—they provide a much-needed break from their spiritual journey and an opportunity to indulge in local delicacies.
This year, Centerfruit has elevated the food scene at the Maha Kumbh by introducing its “Jeebh Laplapayee” campaign. The brand has strategically placed striking banners across more than 200 food stalls, guiding visitors to the best street food vendors throughout the mela. Additionally, Centrefruit's “Kaisi Jeebh Laplapaye” billboards were prominently displayed in the city and on local cabs, leading food lovers directly to the most buzzing food hotspots within the Mela. Whether it’s a casual snack or a renowned local dish, Centerfruit made it easy for visitors to find and enjoy the tastiest bites around.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, commented, “Food is at the heart of the Kumbh experience, bringing people together to share and create lasting memories. With ‘Kaisi Jeebh Laplapaye,’ we are enhancing this experience by adding a fun and flavourful twist — guiding visitors to the best food spots while ensuring that every bite is followed by a burst of fruity delight of Centerfruit.”
As millions continue to gather for the Maha Kumbh Mela from January 13 to February 26, 2025, Centerfruit is turning everyday food stops into joyful moments, bringing an added layer of excitement to an already lively festival. So, when hunger strikes at Kumbh, just follow the signs—there’s a ‘Jeebh Laplapayee’ moment waiting at the next food stall!
This integration further strengthens Centerfruit’s new campaign, ‘Kaisi Jeebh Laplapayee,’ aimed at enhancing flavourful moments and helping visitors discover the best food stalls at the Mela. It’s about making every food stop a little more fun, a little more memorable, and a lot tastier.
