How Brands Leveraged Maha Kumbh 2025 Event for Marketing

The Kumbh Mela, held every 12 years in Prayagraj, is back and bigger than ever! As it’s MahaKUmbh happening this time — which is just once in 144 years. With over 400 million pilgrims expected to attend this year, it’s officially the world’s largest religious gathering. Alongside its spiritual significance, this grand event is also a massive economic driver, with estimates projecting revenue between ₹1.5 lakh crore and ₹2 lakh crore. Tourism, infrastructure upgrades and services are all set to cash in on this colossal influx. For brands, this is the ultimate stage to shine, with advertisers rolling out creative campaigns to grab the attention of millions.

Table of contents

• Coca Cola
• BlinkIt
• ITC Bingo Tedhe Mede
• Amazon India
• Relaxo Footwear
• Paytm
• Kuku FM
• Eveready Lightning
• Sri Mandir App
• KDM
• Maggi

Coca Cola

When it comes to leveraging large-scale events, Coca-Cola always knows how to stay ahead of the curve. At this year’s Maha Kumbh Mela, the brand launched its Maidaan Saaf campaign, a perfect blend of sustainability and social responsibility. Through this campaign, it actively contributed to the comfort and safety of the pilgrims.

The brand distributed a whopping 21,500 recycled PET jackets, making a powerful statement about the importance of recycling. Of these, 10,000 jackets went to sanitation workers, helping them stay warm as they tirelessly cleaned the mela grounds. Another 10,000 jackets were given to boatmen navigating the sacred waters of the Ganga, while 1,500 were handed to waste management volunteers.

The brand also set up 1,000 women’s changing rooms along the 12 km stretch of the river ghats. These changing rooms were created from recycled plastic reinforcing the brand’s commitment to sustainability.

Coca-Cola also introduced Maha Kumbh themed packaging on selected products. They also set up hydration carts and food court activations every 400m. That’s how they are generating business too. 

BlinkIt

Blinkit, the instant delivery giant, made its presence felt at the Maha Kumbh Mela by setting up a temporary Blinkit store in Prayagraj, catering specifically to the needs of the millions of pilgrims and tourists attending the grand event. This strategic move ensured that attendees didn’t have to compromise on convenience during their spiritual journey.

The Blinkit store provided delivery services across key locations, including Arail Tent City, Dome City, ITDC Luxury Camp, Devrakh and several other prime hubs within the mela grounds. With a curated assortment of essentials, Blinkit’s offerings included pooja items, fresh milk, curd, fruits and vegetables—not just for personal consumption but also to enable devotees to make donations at the ghats. Beyond that, they catered to comfort and practicality by offering chargers, power banks, towels, blankets, bedsheets and even the sought-after Triveni Sangam Jal bottles.

What stood out about Blinkit’s initiative was its focus on hyper-local relevance. Their services were  up to mark and met unique needs of the event while supporting the spiritual and logistical requirements of the pilgrims. This thoughtful approach to delivery ensured that attendees could focus on their religious and cultural activities without worrying about procuring day-to-day essentials.

ITC Bingo Tedhe Mede

ITC’s Bingo! Tedhe Medhe knows how to tap into regional pride. That’s why they did the  Bhaukaal Lok campaign.  The brand set up an experiential zone to engage the pilgrims and grab their attention. They set up a chaat fusion corner that  invites visitors to explore innovative twists on traditional street food, while an interactive social media zone encourages attendees to share their experiences online, amplifying the campaign’s reach.

To top it all off, Bingo! hosted a Bonfire Event, where pilgrims could enjoy the brand’s signature flavours alongside live music. By blending tradition with modernity, ITC Bingo! ensured its campaign resonated with both the younger crowd and the older generation, creating moments that were Instagram-worthy and heartwarming all at once.

Amazon India

Amazon India’s approach to the Maha Kumbh Mela was both thoughtful and innovative. Leveraging its cardboard packaging, the e-commerce giant introduced free  portable beds to provide the workers with a unique comfort solution.

These beds were strategically distributed at key locations, including the lost and found centre, Kumbh Police Karmacharis and the Kumbh hospital, ensuring they reached a diverse group of people. By turning what would typically be waste into a valuable resource, Amazon demonstrated its commitment to sustainability while also addressing the practical needs of the pilgrims. 

Relaxo Footwear

For millions of devotees walking miles across the sprawling mela grounds, comfortable footwear is a necessity. And many times it’s possible that the footwear you are already wearing gets lost or tears.  Relaxo Footwears stepped in to fill this gap with its trusted brands—Bahamas, Flite and Sparx.

Kiosks strategically placed throughout the mela grounds offer pilgrims access to durable, affordable and comfortable footwear. By providing a practical solution to an everyday need, Relaxo ensured it wasn’t just visible but also indispensable. The brand smartly positioned itself as a companion in the devotees’ spiritual journey, reinforcing its image as a trusted footwear provider for all occasions.

Paytm

Paytm made its mark at the Maha Kumbh by bringing the digital payments revolution to this age-old event. The brand launched its Bhavya Mahakumbh QR initiative, enabling merchant partners to accept payments seamlessly.

To encourage adoption, Paytm deployed its Sound Box and Card Machines, making mobile payments effortless for both vendors and attendees. The brand sweetened the deal with a campaign offering ₹1 crore worth of Paytm Gold and cashback incentives, pushing UPI usage to the forefront. By promoting digital transactions at a traditionally cash-heavy event, Paytm positioned itself as a catalyst for India’s digital transformation.

Kuku FM

Kuku FM launched its new vertical called Bhakti App foreseeing the spiritual emotion that people have while the event is going on. 

On the ground, Kuku FM created a buzz with a 360-degree campaign that included kiosks, giveaways and promotional activities. By merging technology with spirituality, Kuku FM carved a niche for itself in the crowded mela landscape.

Eveready Lightning

Eveready Lighting took charge of illuminating the Maha Kumbh Mela, ensuring that the sprawling grounds remained safe and accessible even during the night. With 13,000 LED lights installed, including 150W streetlights and 250W floodlights, the brand created a well-lit environment that added vibrancy and convenience to the event.

But Eveready didn’t stop at lighting. The brand also installed multiple changing rooms across the premises, offering attendees much-needed privacy and comfort. In doing so, Eveready positioned itself as a brand that understands and addresses the needs of large gatherings. Their efforts weren’t just functional—they were integral to enhancing the overall experience of the pilgrims

Sri Mandir App

For those unable to attend the Maha Kumbh in person, the Sri Mandir app offered a virtual alternative. Through its #HarGharKumbh campaign, the app provided services like virtual rituals, sacred offerings, Gangajal delivery and Mahadaan services.

Led by actor Gurmeet Choudhary, the campaign resonated with devotees across the country, proving that technology can bridge even the widest gaps. By making the Maha Kumbh accessible to all, the Sri Mandir app emerged as a modern-day facilitator of tradition. It was a smart move to increase brand awareness.

KDM

KDM set up 90 charging tents capable of powering over 16 lakh phones during the Maha Kumbh event.

Equipped with Indigenous KDM-T Technology chargers, these stations ensured attendees could stay connected with their loved ones and share their experiences in real-time. This initiative not only solved a significant pain point but also reinforced KDM’s reputation as a reliable tech partner.

Maggi

Nestle MAGGI brought heartwarming connections and sustainability into focus at the Maha Kumbh Mela with its thoughtfully crafted ‘2 Minutes Apno Ke Liye’ campaign. The campaign aimed to foster meaningful moments among attendees while giving back to the community in unique and impactful ways.

One of the standout initiatives was the creation of MAGGI Corners—dedicated resting pods strategically located across the mela grounds. These corners offered pilgrims and tourists a chance to pause, relax and recharge, while enjoying their favourite MAGGI noodles. By setting up these comfort zones, the brand not only provided attendees with a much-needed respite but also created spaces for conversations and connections amidst the hustle and bustle of the event.

In addition to enhancing visitor experiences, MAGGI turned its attention to supporting those working tirelessly behind the scenes. The brand extended its gratitude to waste management workers, who played a critical role in maintaining the cleanliness of the mela, by providing them with warm blankets and hearty meals. This gesture not only acknowledged their efforts but also highlighted MAGGI’s commitment to sustainability and community welfare.

Nestlé MAGGI’s campaign beautifully wove together the themes of care, community and sustainability, ensuring its presence at the Maha Kumbh Mela left a lasting impression. 

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...