Maha Kumbh Mela, the world’s largest public gathering, is set to take place in Prayagraj from January 13th to February 26th, 2025. Rooted in Hindu mythology, the festival revolves around the belief in the purifying power of sacred rivers, where millions of pilgrims bathe to cleanse their sins and attain spiritual liberation. The 2025 edition is especially significant as it marks a Maha (Great) Kumbh Mela, occurring once every 144 years. With an estimated 400 million visitors over 45 days, it is a global spectacle of faith and devotion.
Beyond its spiritual significance, Maha Kumbh also presents a massive opportunity for brands. Companies leverage the event to connect with millions through social and environmental initiatives, making it a hub for innovative marketing campaigns. Industry projections estimate that brands will invest around ₹1,800–₹2,000 crore across platforms, integrating AI-driven themes, LED outdoor screens, virtual assistants, and mobile apps to engage the vast audience effectively.
Mangaldeep’s 3D AR Maha Kumbh
For over three decades, Mangaldeep has been enriching spiritual experiences with offerings that elevate every pooja. Staying true to this legacy, the brand took a groundbreaking step with its 3D AR Maha Kumbh initiative, making rituals accessible to devotees worldwide. This first-of-its-kind innovation allows users to participate in Shahi Snaan, Deep Daan, and Aarti from their homes. More than just a virtual experience, Mangaldeep ensures that every Deep Daan offered digitally is physically carried to the Ganges every week—a seamless blend of technology and traditionThe response? Phenomenal. The campaign reached 27 million users across digital and print media, influencer collaborations, and community marketing. Within just 10 days of launch, users spent over 1.2 lakh hours engaging with the virtual experience.
Its impact extended beyond the screen—118 print and online features translated into ₹1.5 crore in earned media, while one-on-one consumer interactions far exceeded the average online attention span. To further personalize the experience, Mangaldeep introduced a special filter that allows devotees to create and share their own unique Maha Kumbh souvenirs with loved ones. A powerful blend of technology and devotion, ensuring that the Maha Kumbh reaches every corner of the world—true to Mangaldeep’s commitment to innovation and inclusivity.
Sting Keeps Devotees Charged
Sting’s initiative at Maha Kumbh is a brilliant fusion of brand utility and consumer engagement, ensuring the brand stays relevant in an environment where energy and connectivity are crucial. With millions of pilgrims attending this once-in-twelve-years event, staying connected is a challenge, and Sting solves this by introducing over 500 charging points, making it easier for visitors to recharge their devices and stay in touch with their loved ones. This not only enhances the experience for attendees but also strengthens Sting’s brand image as a provider of uninterrupted energy, both metaphorically through its product and literally through these charging stations.
Additionally, by facilitating electric vehicle transportation, Sting ensures clean, convenient, and efficient mobility for pilgrims navigating the vast event. Given the sheer scale of Maha Kumbh, where movement across different locations is essential, this initiative helps visitors travel smoothly, reinforcing Sting’s association with high energy, speed, and efficiency. The blend of convenience, sustainability, and utility makes this a highly effective marketing move, positioning Sting as a brand that truly understands and caters to the needs of its audience.
Coca-Cola India’s Maidaan Saaf
Coca-Cola India’s Maidaan Saaf campaign at Maha Kumbh 2025 is a strategic initiative that integrates sustainability with community engagement, reinforcing its commitment to responsible business practices. By repurposing plastic waste into 21,500 jackets for sanitation workers, boatmen, and volunteers, along with constructing 1,000 changing rooms from recycled multilayer plastic, the brand enhances its visibility while addressing a pressing environmental concern. The installation of hydration carts and recycling bins further strengthens its presence, ensuring direct engagement with millions of attendees.
Beyond marketing, the campaign fosters trust by supporting local communities and addressing India’s plastic waste crisis, which generates nearly 3.5 million tonnes of waste annually. Rather than just producing plastic bottles, Coca-Cola India takes responsibility by transforming waste into valuable community resources. This initiative not only differentiates the brand but also reinforces its reputation as a sustainability-driven company, creating lasting goodwill and a deeper connection with consumers.
Dettol Banega Swasth India at Maha Kumbh 2025
Dettol Banega Swasth India, a flagship health and hygiene initiative by Reckitt, is making a significant impact at Maha Kumbh Mela 2025. With millions of devotees gathering for the spiritual event, the campaign is actively promoting cleanliness and well-being through multiple initiatives. From handwashing stations and soap distributions to educational street plays (nukkad nataks), Dettol has taken comprehensive steps to ensure pilgrims stay healthy and clean during their sacred journey.
Volunteers distribute Dettol soaps, reinforcing hygiene habits, while nukkad nataks engage crowds with messages about sanitation and handwashing. Boats at the ghats serve a dual purpose—not just ferrying devotees but also spreading the message of health and hygiene. Pilgrims wash their hands at Dettol handwashing stations before taking the holy dip in the Ganges, contributing to an estimated 72 billion handwashing occasions over the 45-day event. Additionally, Dettol has set up water stations, ensuring access to clean drinking water and further reinforcing its commitment to public health. By integrating itself into one of the world’s largest religious gatherings, Dettol enhances brand trust and visibility. The initiative allows people to experience the brand in a meaningful way, strengthening its association with health, hygiene, and social responsibility.
Amazon India Delivers Comfort Beyond Packages at Maha Kumbh 2025
Amazon India’s ‘Aapki Suvidha Ke Liye, Aaram Ki Delivery’ campaign at Maha Kumbh Mela 2025 is a brilliant blend of innovation, sustainability, and consumer goodwill. By repurposing its iconic delivery boxes into upcycled beds for devotees, Amazon not only addresses a real need but also reinforces its brand identity as a company that cares. This initiative enhances brand recall by turning everyday packaging into a symbol of comfort and reliability, strengthening Amazon’s connection with Indian consumers. Strategically placed across key locations, these beds ensure high visibility while aligning Amazon with social impact and sustainability—key factors in modern brand positioning. By associating itself with one of the world’s largest religious gatherings, Amazon successfully integrates community engagement with marketing, making its packaging more than just a means of delivery—it becomes a vehicle for brand trust and loyalty.
Fevicol’s Unique Campaign at Kumbh Mela
At Kumbh Mela, where massive crowds often lead to people getting separated, Fevicol took a creative approach to tackle the issue—while reinforcing its brand message. Reports suggest that in one Kumbh Mela, nearly three lakh people went missing, with around 38,000 lost in a single day. To address this, Fevicol distributed specially designed T-shirts that could be worn by multiple people at once. These T-shirts featured three head holes and six armholes, allowing three people to “stick together” physically, just as Fevicol’s adhesive does. The shirts also bore the tagline: “We will stick together.”
Rather than simply advertising, Fevicol solved a real problem while seamlessly aligning with its brand identity. The campaign wasn’t just engaging but also highly effective in reinforcing Fevicol’s positioning as the ultimate adhesive. By integrating its message into a social cause in such a memorable and interactive way, Fevicol strengthened its brand recall while making a meaningful impact.
Conclusion
Maha Kumbh 2025 is not just a religious and cultural phenomenon but also a strategic marketing hotspot for brands. With millions of engaged participants, companies have a rare opportunity to blend purpose with promotion, ensuring their campaigns resonate deeply. By addressing real-world concerns brands are not only enhancing their visibility but also fostering trust and goodwill among consumers.
Subscribe to our blog to stay updated on the latest marketing strategies and industry trends. Have any topics in mind? Drop a comment below and let us know what you’d love to see next!
Vanshika is a high-achieving student who is currently in her second year of the Integrated Program in Management (IPM) at IIM Jammu. Presently, Vanshika interns at Bharat Heavy Electricals Limited (BHEL), and earlier interned with Hindustan Unilever Limited (HUL) where she got substantial experience in project management. Before that, she honed her skills in digital marketing as an E-commerce and SEO Intern with Women Entrepreneurs India. She participates actively within the IIM Jammu community as a Student Coordinator for Anandam, Centre of Happiness and Toastmasters Club. The outstanding talent possessed by this young lady was acknowledged when she received the Reliance Foundation Undergraduate Scholar award.