Every 12 years, millions of Hindus from across the globe gather in Prayagraj for the Maha Kumbh Mela, the world’s largest human congregation. This spiritual spectacle, set to commence on January 13, 2025, is not only a significant religious event but also a prime opportunity for brands seeking visibility among a massive and diverse audience.
Over 45 days, millions of devotees will converge at the confluence of the Ganga, Yamuna, and the mythical Saraswati rivers to take a sacred dip. With an estimated 40–45 crore attendees—nearly one-third of India’s population—the event offers brands unparalleled access to a broad demographic, making it a marketer’s dream.
A Colossal Opportunity for Brands
The Maha Kumbh Mela predominantly attracts middle- and lower-middle-class devotees, along with urban participants from metros (60%) and tier-1 and tier-2 cities like Lucknow, Kanpur, and Prayagraj. According to reports, brands are expected to spend a staggering Rs 3,000 crore on branding and marketing during the event, leveraging its sheer scale to connect with a vast and varied audience.
Brands can partner with official advertising facilitators such as Vritti Solutions and Crayons Advertising to secure exclusive rights for high-visibility spaces like LED displays, barricades, and hoardings. Collaborating with government authorities to provide infrastructure like changing rooms, water ATMs, and boats is another way for brands to make a lasting impact.
According to Rajesh Radhakrishnan, CMO of Mindwave Media, budgets ranging from Rs 5 lakh to Rs 1 crore can deliver significant results. He highlights the cost-effectiveness of the event, noting that the cost per contact is as low as 5 to 10 paise, with strategically placed LED screens ensuring comprehensive reach across all 25 event sectors.
Building Emotional Connections Over Transactions
The Maha Kumbh Mela is less about immediate sales and more about fostering emotional connections and brand awareness. Value-added services, such as offering charging stations, accommodation, or assistance, position brands as life-enhancing partners. “Collaborating with the government to deliver these services embeds the brand in the consumer’s mind as a trusted provider,” says Radhakrishnan.
The Power of Creativity
With numerous brands competing for attention, creative storytelling is critical to standing out. Ravikant Banka, MD and founder of Eggfirst Advertising, cites Lifebuoy’s roti campaign at the Kumbh Mela as an example of how an innovative idea can resonate deeply with the audience.
“Effectiveness depends on the creative concept,” Banka explains. “A strong idea at the Kumbh Mela can deliver meaningful exposure at a lower cost compared to other mediums.” However, he warns that relying solely on outdoor branding may not yield optimal results without a strong creative foundation.
Challenges of Execution
Executing large-scale campaigns at the Maha Kumbh Mela is no small feat. The event’s sheer size and diversity make it challenging to measure success or directly link engagement to sales. Shankar Shinde, co-founder of Aisles & Shelves, notes that the Mela’s reach is unmatched, with attendees exceeding the population of several countries combined.
Brands must navigate logistical challenges and invest in innovative strategies to stand out. Without creativity, marketing efforts risk being lost in the sea of competition. Cultural sensitivity is equally important, as a single misstep can lead to backlash from the devout audience.
Key Players and Campaign Trends
Despite economic pressures, leading sectors such as FMCG, BFSI, infrastructure, and auto are ramping up their marketing efforts for the Kumbh Mela. Startups, particularly in fintech, are using the event to educate audiences through financial literacy campaigns, while healthcare and technology brands focus on building goodwill and testing products.
Merging Offline Activations with Digital Strategies
Offline activations at the Kumbh Mela create compelling stories that brands can amplify digitally. Radhakrishnan explains how these stories—centered on services like accommodations and support—enhance a brand’s image and provide rich content for digital campaigns.
Banka agrees, emphasizing the importance of integrating on-ground efforts with digital strategies. “By sharing engaging videos or influencer content online, brands can tap into tier-2, tier-3, and rural audiences, extending their reach far beyond the physical event.”
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Author: Sonali kamble