The Maha Kumbh Mela 2025 in Prayagraj is the world’s largest religious gathering, attracting over 150 million visitors. This event provides brands with an unmatched opportunity to connect with a diverse audience and enhance visibility.

By 2025, an estimated 150 million visitors, including 20 million on holy bathing days, will attend the Maha Kumbh. This massive footfall makes it an ideal marketing hub for brands.

How Top Brands Leverage Maha Kumbh

1. Coca-Cola: Hydration Hubs for Pilgrims

Coca-Cola has set up hydration carts across the mela grounds, offering beverages like Thums Up, Sprite, and Minute Maid. The brand also promotes sustainability by encouraging reusable cups and recycling bins. With over a million drinks sold daily, Coca-Cola ensures brand recall while addressing a practical need.

2. Dabur: Ayurveda for Spiritual Wellness

Dabur aligns with the event’s health-centric theme by offering products like Chyawanprash, Honey, and Dabur Red Paste. Free samples come with literature on Ayurveda’s benefits. Since 70% of pilgrims value Ayurvedic medicine, Dabur’s presence is highly relevant.

3. ITC Mangaldeep: Technology Meets Spirituality

ITC’s Mangaldeep brand goes beyond incense sticks. Using AR technology, pilgrims can virtually participate in rituals like Shahi Snan and Aarti. Premium incense sticks curated for the occasion are also available. This blend of tradition and tech attracts younger devotees.

4. Dettol: Promoting Hygiene at the Mela

Dettol runs hygiene awareness campaigns, distributing free sanitizers and soaps. Washing stations and banners emphasize cleanliness. The campaign, “Swachh Kumbh, Surakshit Kumbh,” aligns with the Swachh Bharat Abhiyan. With over 100,000 hygiene kits distributed, Dettol ensures a strong brand presence.

5. Paytm: Digital Payments for Convenience

Paytm introduces a special Maha Kumbh QR code to facilitate cashless transactions. Pilgrims and vendors benefit from seamless payments for snacks and transport. With over 500,000 daily transactions, Paytm moves closer to a digital economy.

6. Reliance Consumer Products: Comfort and Connectivity

Reliance provides ‘aaram sthals’ (rest zones) with free Wi-Fi and charging stations. These spaces allow pilgrims to relax, creating positive brand associations. Attracting 50,000 visitors daily, these zones ensure high brand visibility.

7. Blinkit: Instant Essentials on Demand

Blinkit pop-up stores offer snacks, first-aid kits, and other essentials. Their focus on quick service aligns with their brand promise of instant delivery. With 10,000 daily visitors, Blinkit strengthens its brand recall.

8. Aditya Birla Sun Life AMC: Financial Literacy for Pilgrims

Aditya Birla Sun Life AMC sets up kiosks to educate pilgrims about financial planning. Their goal is to make saving and investing accessible. These efforts impact 30,000 people daily, fostering long-term financial awareness.

Maha Kumbh’s Impact on Brand Growth

Maha Kumbh Mela provides brands with direct consumer engagement, expanding their visibility and trust. Associating with this cultural event fosters loyalty while boosting immediate sales. Companies invest over ₹500 crores in promotions, expecting a 20-30% rise in regional sales.

Conclusion

Marketing at Maha Kumbh Mela goes beyond sales—it builds lasting brand recall. By blending innovation with tradition, brands gain strong consumer connections. This event is not just a spiritual gathering but also a lucrative business opportunity.