The Kumbh Mela, the largest spiritual gathering in the world, is a centuries-old Hindu festival that attracts millions of devotees from across the globe. Held every 12 years in four sacred Indian cities—Prayagraj, Haridwar, Nashik, and Ujjain—the Mela is a convergence of spirituality, culture, and devotion. In 2025, the grand spectacle is taking place in Prayagraj, drawing an estimated 400 million pilgrims, sadhus, and tourists.
One of the most iconic elements of the Kumbh Mela is the presence of Akhadas, sects of Hindu ascetics and saints who follow various traditions of devotion and self-discipline. These Akhadas, such as the Naga Sadhus, who are known for their austere lifestyle and deep spiritual knowledge, play a pivotal role in the religious fervor of the Kumbh. The event sees these holy men lead processions, take ritualistic dips in the sacred rivers, and offer spiritual discourses to the masses.
Beyond its religious significance, the Kumbh Mela presents a golden opportunity for brands to connect with a vast and diverse audience. With millions of attendees spanning different demographics and regions, companies across industries are leveraging this colossal event to engage, promote, and make an impact. Brands are blending marketing strategies with social responsibility, ensuring their campaigns resonate with the ethos of the Kumbh.
How Top Brands Are Making an Impact at Maha Kumbh Mela 2025
- Dettol
Dettol, a Reckitt brand, has launched a campaign focused on hygiene and sanitation by supporting nearly 15,000 sanitation workers through training and easy access to soaps. Their volunteers are stationed across the Mela to promote cleanliness and public health. - Dabur
Dabur is enhancing the health and wellness experience of pilgrims by showcasing products such as Dabur Chyawanprash, Dabur Honey, and Dabur Red Paste through engaging consumer activations that reinforce their commitment to holistic well-being. - Eveready
Eveready has contributed to the safety of attendees by providing 5,000 Siren Torches with powerful alarms for the Maha Kumbh Police and installing over 13,000 LED streetlights and floodlights to improve visibility and security. - Reliance Consumer Products Limited (RCPL)
RCPL is offering essential refreshments and installing clear directional signages, helping pilgrims stay nourished and navigate the vast Mela grounds with ease. - ITC Mangaldeep
ITC’s Mangaldeep brand is enhancing the spiritual ambiance with initiatives like devotional rituals, bhajans, and interactive digital experiences to deepen the connection with devotees. - Coca-Cola
Coca-Cola is blending tradition with sustainability by promoting recycling initiatives and introducing locally-inspired beverage flavors to resonate with the Indian palate. - PepsiCo India
PepsiCo’s Mountain Dew and Sting brands are making waves by installing giant illuminated bottles for navigation and providing over 500 charging stations for pilgrims to stay connected. - PhonePe
PhonePe has introduced tailor-made insurance plans for travelers attending the Kumbh, ensuring peace of mind for visitors by covering accidents and emergencies at affordable rates. - Kuku FM
The audio streaming platform Kuku FM has launched a Bhakti App, offering devotional audio content that aligns with the spiritual atmosphere of the event. - Park+
Park+ has introduced Prayagraj’s first smart parking management system, allowing visitors to pre-book parking spots and reduce the hassle of finding space during the busy event.
Why Kumbh Mela Is a Marketing Goldmine
The Kumbh Mela offers brands an unparalleled visibility and engagement platform. It provides:
- Massive Footfall: With millions attending, brands can achieve unprecedented reach.
- Diverse Audience: A blend of urban and rural consumers, offering insights into varying market preferences.
- Cultural Integration: Associating with a spiritual and cultural event strengthens brand authenticity and goodwill.
- Digital Amplification: The extensive media coverage and social media buzz surrounding the Mela provide brands with a wider digital footprint.
As the Maha Kumbh Mela 2025 unfolds, brands are seizing the chance to build meaningful connections while contributing to the overall experience of the pilgrims. Whether it’s through hygiene initiatives, technological advancements, or devotional engagement, brands are showcasing how marketing can align with culture and tradition in a meaningful way.
With millions converging on the sacred grounds of Prayagraj, the Maha Kumbh Mela is not just a spiritual event but also a dynamic marketplace for brands to leave a lasting impact.