AI at the Maha Kumbh? Brands set to take a dip in the Rs 2000 cr marketing opportunity

When spirituality takes centre stage in India, brands are quick to take notice, and this is best exemplified in the case of Maha Kumbh. Positioned as the world's largest congregation of people, Maha Kumbh Mela 2025 will host over 400 million devotees.

From brand activations and product sampling to utilities and leisure avenues, companies are gearing up to leverage this unique confluence of faith and festivity. The event's significance as a marketing platform has only grown, and the numbers are staggering—brands are predicted to spend anywhere between ?1,000 to ?2,000 crore on advertising campaigns and related activities.

In the past, many brands have come up with innovative branding collaborations. One of which was ICICI Bank’s acupressure enabler ‘clapping gloves’ for women who often spent long hours praying. Aristocrat offered free bag repair service with their repair stations. Tata Salt sent its team of ‘Kumbh Kay Shravan’ to assist elderly devotees with mobility difficulties. These initiatives showcased the potential of unique marketing approaches tailored to the needs of pilgrims.

The 2025 edition is expected to break new ground with AI-enabled systems, such as corporately branded hightech lost-and-found facilities, which are receiving more attention as per industry experts. Planning has been simplified by government and corporate cooperation, making the event extremely methodical and effective. Moreover, the emphasis is on dynamic and quantifiable OOH marketing tactics, ranging from programmatic advertising to anamorphic technology and 3D LED panels.

This year Crayons Advertising and Vritti Solutions have bagged outdoor duties for the mela. The agency’s focus is on creating visually stunning and functional installations that seamlessly integrate with the sacred environment. They said they aim to provide brands with unparalleled opportunities to reach a diverse audience and leave a lasting impression.

But how much does this cost?

Rajesh Radhakrishnan, Co-Founder & Chief Marketing Officer at Mindwave Media anticipates a hoarding that typically costs Rs 25,000 to Rs 40,000 could go up to Rs 5-10 lakh. The higher rates stem from the tendering process, involving substantial approvals and permissions to secure advertising contracts. Moreover, about 40-50 crore people are expected to attend, which is reflected in the size of the advertising. “This makes it the largest gathering in the world, equivalent to nearly one-third of India’s population over 45 days. The scale of outdoor advertising is proportionally immense,” he further said.

“While it will be difficult to put a number considering this year will set and break many records, we expect an investment of close to Rs 100 crore during the Kumbh,” said Santosh Mishra, Senior Vice President, Posterscope India. He added that it would include OOH media, advertisements on airport premises and brand activations in the Mela district. Similarly, Radhakrishnan said that although precise numbers are difficult to predict, the overall ad expenses may fall between Rs 1,000 and Rs 2,000 crore by brands. The majority of the advertising is outside and has a purpose; frequently, it involves partnerships with the government to address infrastructural problems.

Who is spending and where?

Since melas, mandies, haats, and other similar locations are potential discussion starters for rural marketing, experts also suggested that the major investments in OOH advertisements will be made by FMCG, health and wellness, auto, telecom and banking brands. Radhakrishnan also mentioned that while earlier spiritual brands like agarbatti makers were active, now larger corporations with deeper pockets dominate the advertising space.

Industry leaders also expect investments focussed towards DOOH media and technological innovations for the 2025 edition of the Maha Kumbh Mela. Jayesh Yagnik, Chief Executive Officer, MOMS Outdoor Media Solutions shares that brands will use enhanced digital and interactive OOH advertising where viewers can scan billboards and or posters with their smartphones to access additional content, like information about products, virtual experiences, or even historical and cultural content related to the Kumbh. There will also be smart infrastructure
and facilities like free Wi-Fi zones and charging stations.

Radhakrishnan added, “With 60% of attendees from urban areas, there is immense scope for tech-driven interventions and urban-focused advertising. International tourism is also playing a significant role in shaping the event's global appeal.”

When it comes to locations, brands will look for high-traffic locations to get noticed by a highly diverse audience. Areas around the ghats where people bathe in the holy river are key locations for OOH ads as pilgrims spend much time there, Yagnik added.

The event’s scale goes beyond the Mela area, spanning 5,000 acres, including transit zones, parking lots, and surrounding infrastructure, as per Mediawave’s executive.

Key areas for billboards include the roads leading to the event grounds, especially the main access routes. In areas where pilgrims are staying, brands would likely set up temporary kiosks and stalls, offering valuable products and services to the congregation, as per Yagnik.

As per Radhakrishnan, innovative methods include branding on police barricades, sanitation worker uniforms, and handcarts. Advertising is extending beyond traditional stalls to service providers and infrastructure, creating new avenues for engagement.

Maha Kumbh Mela 2025 represents an unmatched opportunity for brands to connect with audiences at an emotional and spiritual level. By leveraging cutting-edge technologies, innovative formats, and strategic locations, marketers have the potential to make a lasting impact.

While the costs are steep, the returns on investment, in terms of visibility and brand equity, could be monumental. As brands align with the event’s spiritual and cultural ethos, Maha Kumbh 2025 is shaping up to be a landmark event not just in devotion but also in the world of advertising