Nearly 40 crore people from across India gather in one place, united by faith, culture, and tradition. The Maha Kumbh Mela 2025 is an experience. A grand celebration of spirituality, community, and unity that words can barely capture.
While millions gather at Prayagraj’s sacred Sangam for this spiritual journey, brands are stepping in to become part of the experience, creating a bond with their customers. Brands, especially D2C ones, are stepping in not just to promote their products but to create genuine, meaningful connections.
And honestly, it’s necessary. Why? Because today’s consumers are looking for more than just transactions they’re craving relationships.
Why Maha Kumbh Mela Matters to Brands
In an era where people are bombarded with meta and Google ads at every turn, it’s the brands that go beyond creating more authentic, traditional marketing approaches that truly make an impact. The Maha Kumbh Mela offers a once-in-a-lifetime opportunity to engage with millions of people in a deeply personal and emotional setting.
By showing up with purpose, whether it’s promoting hygiene, offering convenience, or creating sustainable solutions, brands demonstrate that they genuinely care about their audience.
Lifebuoy’s Timeless Campaign at Kumbh Mela 2013
Back in 2013, Lifebuoy executed a cost-effective and memorable campaign by stamping the message, “Have you washed your hands with Lifebuoy?” on 2.5 million rotis, a staple food eaten by hand. This initiative rolled out at 100 dhabas and hotels, and reached millions of attendees right before mealtime, seamlessly blending a hygiene message into a daily ritual.
This campaign remains a classic example of how brands can align creativity with context to deliver impactful results.
How Brands Are Making a Mark this Year 2025
Blinkit: Convenience Amid Devotion
When you’re navigating a crowd of millions, convenience becomes priceless. Blinkit didn’t waste a second seizing the opportunity to serve pilgrims. By setting up a temporary store, they’re addressing immediate needs from snacks to essentials. It’s smart, sure, but it’s also thoughtful. Blinkit’s presence isn’t just about visibility; it’s about making life a little easier for people.
Business Insights:
Stronger association with convenience and reliability.
Access to new customer segments through experiential touchpoints.
ROI Impact:
Increased sales in the Mela region and improved regional brand penetration.
Dettol: Hygiene as a Priority
When you think about a gathering this massive, hygiene becomes a priority. Dettol recognized this and went big—deploying 15,000 sanitation workers, training them, and providing easy access to soaps. Their health and hygiene volunteers are spread across 25 sectors, so pilgrims can stay safe. This is more than a marketing effort; it’s a commitment to public health.
Business Insights:
Enhanced consumer perception as a health-focused brand.
Boosted brand recall in rural and urban markets.
ROI Impact:
Long-term consumer trust, especially in hygiene-conscious demographics.
Dabur: Promoting Wellness
Dabur has taken a holistic approach to this year’s Kumbh. With products like Chyawanprash and Dabur Honey, they’re promoting wellness as a part of the spiritual journey. But what makes it stand out is its focus on creating experiences. From rural devotees to urban families, Dabur is connecting with people across generations and lifestyles.
Business Insights:
Strengthened brand association with traditional wellness.
Expanded visibility in rural and urban areas.
ROI Impact:
Increased product trials and sustained demand post-event.
Eveready: Lighting the Way
Eveready has contributed 5,000 siren torches to aid crowd management and installed 13,000 LED lights for better illumination at the Mela. That’s what Eveready is bringing to the table. They’re not just adding their name to the event but also actively contributing to safety and organization.
Business Insights:
Made Eveready as a trustworthy companion during emergencies.
Strong recall value due to product utility.
ROI Impact:
Boost in regional sales and strengthened loyalty among consumers.
Paytm: Making Payments Seamless for Pilgrims
In this digital world, Paytm is making transactions easier. With soundboxes and card machines throughout the Mela, they’re helping pilgrims and vendors go cashless. It’s more than just convenience.
Business Insights:
Increased onboarding of merchants and users in underpenetrated areas.
Positioning as India’s most convenient payment solution.
ROI Impact:
Rise in transactions through Paytm, driving revenue.
Amazon: Comfort That’s Sustainable
Here’s something cool: Amazon India is turning their cardboard packaging into portable beds for pilgrims. These eco-friendly beds are free and available at key locations like rest zones and police stations. It’s a simple idea, but it’s packed with thoughtfulness and sustainability.
Business Insights:
Establishing Amazon as a pioneer in sustainability initiatives.
Creating a tangible, on-ground presence that resonates with the masses.
ROI Impact:
Enhanced brand sentiment among eco-aware and urban consumers.
PepsiCo: Connectivity Meets Utility
When you’re navigating a crowd this massive, staying connected matters. PepsiCo gets it. With over 500 charging stations under their Sting brand and a towering 30-foot Mountain Dew bottle lighting up the grounds, they’re combining utility with visibility in a way that’s hard to miss.
Business Insights:
Strengthened brand recognition through practical solutions.
Driving engagement through interactive, on-ground branding.
ROI Impact:
Boost in brand affinity and product consumption during the Mela.
Coca-Cola: Cleaning with Purpose
Coca-Cola is taking responsibility seriously with its “Maidaan Saaf” campaign. Coca-Cola is using recycled PET to create jackets for sanitation workers. They’re also providing women’s changing rooms made from plastic waste, combining purpose with practicality.
Business Insights:
Increased trust and goodwill through sustainability efforts.
Broadened appeal among environmentally conscious consumers.
ROI Impact:
Greater consumer loyalty and a lasting positive brand image
Park+: Prayagraj’s First Smart Parking System
Park+, an auto-tech app, has introduced Prayagraj’s first smart parking system for the Maha Kumbh Mela 2025. Managing parking for an event of this scale is no small feat, and Park+ is using technology to create a smoother, hassle-free experience for attendees. This initiative highlights how tech innovation can address real-world challenges, offering measurable ROI in terms of user satisfaction.
Business Insights:
Direct app downloads and user engagement increase.
Enhanced consumer trust in the brand’s tech-driven solutions.
ROI Impact:
A spike in app registrations during the Mela and potential long-term retention of users.
India’s Festivals: An Economic Powerhouse
The Maha Kumbh Mela is not the only festival driving India’s consumer economy. India’s festival calendar plays an important role in boosting consumption. Events like Diwali, wedding season, Holi, etc, drive demand across various industries, from FMCG to electronics.
When consumption slows down, festivals give companies a chance to revive demand. For brands, it's not just about visibility—it's about connecting with consumers during times of joy, faith, and tradition.
Why Such Campaigns Matter: ROI and Brand Loyalty
Campaigns at large-scale events like the Maha Kumbh Mela don’t just drive sales—they create measurable business impact.
Boost Brand Visibility: With millions of attendees, campaigns have the potential to reach a diverse and massive audience. By aligning campaigns with the event’s cultural and emotional context, brands amplify their visibility.
Increased ROI: By addressing real-time needs and offering innovative solutions, brands achieve high ROI through consumer engagement and product adoption.
Building Consumer Loyalty: Purpose-driven campaigns resonate deeply with consumers, creating emotional connections that translate into long-term loyalty.
Business Insights: Events like Maha Kumbh Mela provide brands with invaluable insights into consumer behavior, preferences, and regional dynamics, which can inform future marketing strategies.
For D2C brands, this is a once-in-a-lifetime opportunity. It’s about more than sales or visibility. It’s about building trust and creating connections. As these brands have shown, when you bring purpose into your marketing, you don’t just get people’s attention—you make an impact that sticks with them. It’s about creating something meaningful that people remember.
Will your brand be a part of this story?