Maha Kumbh 2025: How ITC, Dabur & Other Major Brands Are Grabbing Attention!

The Maha Kumbh Mela in Prayagraj, one of the largest religious gatherings in the world, commenced on January 13 and will continue until February 26, 2025. Held every 12 years, the event attracts millions of pilgrims and tourists, making it an unparalleled opportunity for brands to engage with a vast and diverse audience.

From FMCG leaders and technology giants to financial services and media houses, companies are leveraging this historic occasion to enhance brand visibility and consumer engagement. Traditional marketing is being blended with cutting-edge innovations such as AI-driven interactions, on-ground activations, and digital streaming to maximise outreach.

Reliance Consumer Products: Enhancing Pilgrim Comfort

Reliance Consumer Products Ltd (RCPL) is offering a range of services aimed at improving the experience of pilgrims. Key initiatives include:

• Campa Ashram: A dedicated resting area for pilgrims.
• Aaram Sthals: Strategically placed relaxation zones along roads leading to the Mela.
• Refreshments and Assistance: Free hydration stations, directional signage, and guidance boards to aid navigation across the expansive grounds.

Dabur: A Blend of Tradition and Innovation

Dabur is engaging with consumers through strategic partnerships and on-ground activations. Some of its key initiatives include:

• Product Sampling: Collaborating with dhabas and restaurants to offer tastings of its products, such as Hajmola.
• Pilgrim Facilities: Setting up changing rooms for women and baby care zones stocked with Dabur’s hair care and baby care products.

ITC: Spiritual Engagement with a Digital Twist

ITC’s Mangaldeep brand is amplifying the spiritual essence of Maha Kumbh through an immersive multi-channel approach:

• Participating in Rituals: Hosting havans and evening bhajans.
• Augmented Reality (AR) Experiences: Bringing devotional experiences such as Kumbh Snan and Deepdaan into people’s homes.
• Cultural Initiatives: Bingo! is engaging visitors with interactive reels on Uttar Pradesh’s traditional music and offering fusion dishes inspired by local flavours.

Coca-Cola: Refreshing Pilgrims with a Sustainability Focus

Coca-Cola is making its mark by integrating sustainability into its engagement strategies:

• Local Flavour Pairings: Introducing beverage pairings with local delicacies.
• Recycling Initiatives: Raising awareness about repurposed packaging and waste management.
• Social Impact Initiatives: Encouraging collective action towards sustainability through interactive campaigns.

PepsiCo India: Illuminating the Mela

PepsiCo India has launched visually striking and practical initiatives to enhance the Maha Kumbh experience:

• Mountain Dew Navigation Beacon: A 30-foot illuminated bottle to aid pilgrims in finding their way, particularly at night.
• Sting Charging Towers: Over 500 charging points to keep devices powered throughout the event.
• Sustainable Transport: Collaborating with electric vehicle services for eco-friendly pilgrim transport.

PhonePe: Digital Solutions for Pilgrims

PhonePe has introduced a unique insurance plan tailored for Kumbh Mela visitors:

• Affordable Coverage: Policies start from ₹59 for train and bus travellers and ₹99 for domestic flyers.
• Seamless Digital Transactions: Promoting cashless payments to enhance convenience and security.

Kuku FM: Spiritual Content on Demand

Kuku FM is tapping into the devotional spirit of Maha Kumbh with its newly launched Bhakti App:

• Extensive Library: Over 2,000 hours of spiritual audiobooks, bhajans, and religious teachings.
• Dedicated Content Development: Expanding offerings in the devotional audio OTT segment.

Bank of Baroda: Strengthening Financial Inclusion

As the convenor of the State Level Bankers’ Committee (SLBC) in Uttar Pradesh, Bank of Baroda is facilitating banking services for attendees:

• Enhanced Digital Payment Solutions: Encouraging digital transactions across the event.
• On-Ground Banking Support: Setting up banking assistance centres for pilgrims and traders.

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