The Maha Kumbh Mela is the largest human gathering in the world and this year’s event is the biggest one of them all. Maha Kumbh Mela 2025, is buzzing with pilgrims from across the globe, as this year’s event is being celebrated due to a celestial occurrence that happens once in 144 years. And the stars have clearly aligned, as the event with a footfall of over 400 million visitors has also become a marketer’s paradise – a chance to connect with millions, foster emotional bonds, and create unforgettable experiences. A mere stroll across the venue, and you’ll be surrounded by a kaleidoscope of colours, sounds, and sensations. Brands are pushing the boundaries of creativity, leveraging the sacred and the spectacular to capture attention.
From PepsiCo’s towering Mountain Dew installation to Dabur’s oral hygiene initiatives, and from Coca-Cola’s sustainability drives to Eveready’s safety solutions, brands are pulling out all the stops to captivate audiences. With innovative initiatives and activations, brands are capitalising on this opportunity to connect with customers, build brand awareness, and drive engagement.
PepsiCo India’s magnanimous 30-foot illuminated Mountain Dew bottle installation is a showstopper, guiding pilgrims through the crowds. Not far from this magnum opus of installations, Sting’s towers too hum with activity, keeping visitors charged and connected with over 200 mobile charging points.
“Our 30-foot-tall illuminated Mountain Dew bottle installation serves as a beacon, lighting the way to ease navigation and ensure better visibility, especially at night. By making the journey more seamless for pilgrims, it embodies our brand messaging of ‘Darr Ke Aage Jeet Hai’. This initiative encourages consumers to move forward fearlessly, offering light to guide their path and enhance their overall experience. Sting is also electrifying the Maha Kumbh, introducing towers with over 200 charging points to recharge devices on the go—providing much-needed connectivity for pilgrims throughout the event. Every initiative has been thoughtfully crafted to ensure that their experience is vibrant and memorable,” says a PepsiCo India spokesperson.
Dabur’s initiatives meanwhile, are focused on forging deeper connections with customers. Their Dabur Red Dant Snan program is educating lakhs of devotees about oral hygiene, while dedicated changing rooms for women provide a safe haven for pilgrims. “We have always believed that connecting directly with our consumers at traditional events helps us build stronger relationships and reinforce their trust in the brand Dabur. Even in the on going Kumbh Mela, our intent has been to build and strengthen that consumer connect through initiatives like Dabur Red Dant Snan oral hygiene camps at popular akharas or Dabur Vatika Changing Rooms for women at bathing ghats. With these innovative activations, we’ve found ways to capture the most valuable real estate in rural areas – the consumer’s mind and heart,” says Mohit Malhotra, CEO, Dabur India Limited.
Coca-Cola India is also driving home a powerful message about sustainability by distributing 21,500 recycled PET jackets to sanitation workers, boatmen, and waste management volunteers as part of their ‘Maidaan Saaf’ campaign. Further, attendees can engage with unique experiences such as hydration carts, vibrant food court activations, iconic 3D OOH displays, selfie zones, and cooler walls by the brand.
Greishma Singh, Vice President Marketing, Coca-Cola India and South West Asia, says, “We are creating an end-to-end experience for visitors at Kumbh by stepping up availability, visibility and innovative marketing touch points for our entire portfolio of beverages. Influencers form an integral part of the way we tell our stories. As they share their experiences with their own unique approach, they provide a lens for their fans to enjoy and be a part of this magical experience. We will be pairing our diverse portfolio of beverages with local cuisine, 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 raises awareness about recycling to inspire collective action.”
Britannia has partnered with Chai Point for Maha Kumbh this year with a proposition, ‘Chai Jahaan, Good Day Wahaan,’ where the brands are seen serving visitors a hot cup of chai paired with Britannia Good Day, creating small but meaningful moments of connection and joy.
Archana Balaraman, General Manager, Marketing, Britannia says, “As millions of people gather over several months, the demand for essentials, food, and beverages surges, making it an ideal moment for brands to make a meaningful impact. This year, we are partnering with Chai Point to bring the comforting combination of a hot cup of tea and biscuits to Maha Kumbh. Britannia Good Day has been a trusted companion during tea moments, spreading small joys and making everyday rituals more special. With our proposition, ‘Chai Jahaan, Good Day Wahaan,’ we look forward to offering visitors Britannia Good Day with their hot cup of tea, creating simple yet memorable moments. As people come together to celebrate spirituality and togetherness, we are proud to be part of their journey, adding a touch of delight to every tea break during this grand occasion.”
Reliance Consumer Products Limited (RCPL) is also making a significant impact by offering multi-dimensional services and product availability to enhance the pilgrim journey. Their ‘Campa Ashram’ provides a safe and serene space for pilgrims to rest, while ‘Aaram Sthal’ (Resting Areas) offers designated comfortable rest zones. Additionally, RCPL is providing essential refreshments to ensure pilgrims remain hydrated and energised during their spiritual quest. Signages and directional boards have been installed to assist pilgrims with clear, easy-to-read branding, to navigate the vast expanse of the event smoothly.
“RCPL is both honoured and proud to contribute to this sacred event, hailed as the ‘Mahayagya of Unity’. This initiative embodies RCPL’s dedication to fostering deeper connections with the people of India and supporting cultural heritage. Our participation in Maha Kumbh Prayagraj 2025 is about honouring the spirit of this grand spiritual gathering while empowering everyday life of all pilgrims and consumers at large with our products and services. As a company, we are deeply rooted in Indian traditions and are reinventing Indian consumer heritage through our brands, resources, and unwavering commitment to serve the community during this sacred event,” says Ketan Mody, Chief Operating Officer, Reliance Consumer Products Limited.
Eveready, a veteran supporter of the Kumbh Mela, has also increased its marketing spends significantly. This year, they’re distributing Siren Torches with innovative features to police officers for enhanced security. “Over the years, for Kumbh Mela, we have launched unique initiatives that have shaped our marketing budgets. Our marketing spends for Maha Kumbh 2025 have increased by 25% as compared to 2019, which reflects both the scale of this once-in-a-lifetime event and our commitment to meaningful engagement with devotees. Given the sheer magnitude of this event, our spends are 1.5% - 2% of our overall annual marketing budget for 2025. We are focusing on initiatives that add real value, like equipping the Maha Kumbh Police with 5,000 Siren Torches. These innovative devices aim to empower police personnel to enhance crowd management and respond swiftly to any security challenges across the vast Mela grounds. This is not just about brand visibility; it is about creating meaningful connections during one of India’s most significant spiritual gatherings. Our presence across the VIP Dome City and various locations throughout the holy city ensures we reach the pilgrims while supporting their safety and spiritual journey,” says Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights) at Eveready Industries India Ltd.
The Maha Kumbh Mela 2025 has become a hub for brands to showcase their creative initiatives. Reckitt’s ‘Dettol Banega Swasth India’ campaign is promoting hygiene and sanitation through soap distribution and awareness programs. Uber has partnered with Airports Authority of India (AAI) to provide seamless transportation, while PayNearby is offering essential financial and digital services through its retail touchpoints. Blinkit has set up a temporary store to deliver essentials to pilgrims, and ixigo Trains has launched a train-shaped branded balloon in the sky, and a dedicated microsite for Mela information. Other brands, such as Eno, Sensodyne, and Iodex, are also leveraging the Maha Kumbh Mela to connect with customers. Eno’s prominent 20-foot installation is educating visitors about digestive health, while Sensodyne’s interactive zones are promoting oral healthcare. Iodex, meanwhile, is addressing physical strain with its innovative solutions.
“With millions of attendees indulging in local delicacies, Eno’s timely presence at the right moment offers quick digestive relief, making it the perfect companion for those experiencing long hours of travel and diverse food consumption. Eno’s engaging on-ground activations like the interactive ‘3 Ka Dum ENO ke Sang’ ring-toss game, highlighting key ingredients like jeera, ajwain, and kala namak. A lively puppet show is being performed to our newly created Kumbh song, while the tech-based ‘Order Them Right’ game allows participants to arrange Eno 3-in-1’s ingredients on screen. By showcasing Eno 3-in-1’s digestive benefits, these activities are attracting an average of over 5,000 visitors daily. In the Food Zone, a life-sized Eno installation is drawing another 7,000 attendees each day. Additionally, Eno-branded tumblers, available at over 110 highway dhabas leading to Prayagraj, are providing quick, on-the-go relief from acidity,” says Bineet Jain, Category Lead – Digestive Healthcare, Haleon India.
“Our ‘Muscle Care Rahat Shivirs’ (camps) provide an opportunity for consumers to experience our product and relive the nostalgic warmth of love after a tiring day. These shivirs are accessible to 350-400 senior and middle-aged pilgrims daily, helping them recover from fatigue and continue their spiritual journey pain-free. Additionally, our tech-enhanced booth delivers education through an expert hologram and promotes an active lifestyle with a one-of-its-kind VR cricket game. Our ‘Raahat Ke Raaste’ initiative enhances visibility with yoga-inspired directional signage and tent pole branding, guiding pilgrims to Snan ghats across the Mela. Through these on-ground activations, Iodex ensures attendees stay active and comfortable throughout this once-in-a-lifetime experience,” says Pavan Wani, Category Lead – Pain & Respiratory, Haleon India.
So, what’s in it for brands? The Maha Kumbh Mela offers a unique opportunity to connect with millions of customers, build brand awareness, and drive engagement. By leveraging innovative initiatives and activations, brands can create unforgettable experiences that foster emotional bonds and drive loyalty.
“The Kumbh Mela has literally become a mela (festival) for brands. What started out as a sporadic and ad hoc presence by a few brands, several years ago, has turned into a planned activity for brands in their marketing calendars. Not just advertising, but countless forms of brand activations take place during the Kumbh Mela. Brand sampling is a key focus area for many brands, as is building brand awareness at a broad level. The additional amplification brands get via social media helps give their activities more visibility. Some brands also make the effort to use their Kumbh Mela campaigns to build award-worthy CSR-driven brand activations and come up with engagement ideas that harness the scale of Kumbh Mela to their advantage for awards,” says Ashok Lalla, Independent Brand and Digital Consultant.
However, he also added that while transient brand awareness and sampling is the key value brands may derive from their Kumbh Mela campaigns, the sheer cacophony (literal and figurative) during the mela and the lakhs of people visiting just temporarily may result in low or poor enduring brand recall for most brands.
Other brands are also making their mark at the Mela. Omnigel from Cipla Health Limited is providing foot, back, and shoulder massages to alleviate physical strain, while Ching’s is offering free samples of its Desi Chinese flavors and steaming hot soup to pilgrims. These initiatives demonstrate how brands are leveraging the Maha Kumbh Mela 2025 as a platform to connect with millions of people, foster emotional bonds, and create unforgettable experiences. As the world’s largest religious gathering, the Maha Kumbh Mela offers a chance to connect with customers on a deeper level, driving business growth and brand recognition.
