In a remarkable initiative aligned with the Uttar Pradesh Government’s mission, telecom giant Vi helped reunite lost pilgrims with their families at the Maha Kumbh Mela 2025. The world’s largest spiritual gathering, which attracted over 66 crore people, posed significant challenges for those separated from their loved ones, particularly for the elderly, women, and children. Many pilgrims, lacking mobile phones or contact information, faced the overwhelming task of locating family members in the massive crowd.
Vi’s ‘Number Rakshak’ initiative aimed to bridge this gap by offering free bracelets made from sacred Rudraksh and Tulsi beads. These bracelets, engraved with emergency contact numbers of family members, were distributed to pilgrims at the Vi Number Rakshak booth near Swami Ramanand Acharya Shibir Akhada. This simple yet effective solution became an essential tool for reuniting lost individuals with their families, without the need for a mobile phone or memory of a contact number.
The initiative carried the powerful message, ‘Bhakti mein khoyein, Maha Kumbh mein nahin’ (Lose yourself in devotion, not in the Maha Kumbh), ensuring that devotees could focus on their spiritual experience, rather than the stress of separation. Thousands of pilgrims benefited from this service, highlighting Vi’s commitment to human connection and safety during such an overwhelming event.
Following the event, Vi released an emotional video showcasing the efforts behind the reunions. The footage depicted heart-wrenching moments, such as a single chappal left behind, a lost child searching for their mother, and an elderly woman sitting in solitude, with tears rolling down her face. The video also celebrated the efforts of the police and the Vi team in guiding pilgrims to the booths, checking the bracelets, and finally facilitating the much-anticipated reunions.
Avneesh Khosla, Chief Marketing Officer of Vi, said, "Driven by our brand philosophy of 'Be Someone's We,' we introduced the 'Vi Number Rakshak' initiative. This simple but impactful service reunited thousands of families and provided assistance during emergencies. It reinforced our conviction that connectivity transcends mere service; it fosters human connection, safety, and unity."
Kainaz Karmakar & Harshad Rajadhyaksha, Chief Creative Officers at Ogilvy India, added, "For a brand like Vi, meaningful innovation is at the core of the brand’s spirit. So when the brief for Mahakumbh 2025 came in, our team came up with this simple yet powerful analog solution for a cutting-edge tech brand. And we knew we had to pursue it."
Vi’s ‘Number Rakshak’ initiative was a testament to the power of human connection and the role technology can play in ensuring safety and unity, even in the most challenging of environments.
