From FMCG giants to banks: Maha Kumbh 2025 becomes a Rs 2000-cr marketing mela

With an anticipated footfall of over 450 million, the Maha Kumbh Mela 2025, starting January 13, presents a massive opportunity for brands. To put this in perspective, the religious conglomeration’s reach is comparable to the IPL, which attracts around 450 million viewers, and YouTube India, with an estimated 476 million users. Industry experts predict that brands will pour in a staggering Rs 1,800 crore to Rs 2,000 crore in advertising campaigns, marketing activations, and digital amplification, aiming to capitalize on this unprecedented opportunity.

Top brands gear up for big investments

Brands across categories such as FMCG, automobiles, smartphones and more are gearing up to invest heavily in the month-and-a-half-long Kumbh Mela. Major players like Coca Cola, Patanjali, Unilever, Dabur, Airtel, Vodafone, ITC, Amar Ujala, Park+, IIFL and others are getting ready for the festival.

The 50-day event is poised for unprecedented advertising and revenue surge.

Brands have historically recognized Kumbh Mela as a significant opportunity for consumer engagement, leading to substantial investments in advertising and marketing during the event. Though the exact spend on advertising is unknown, during the 2013 Kumbh Mela, the festival generated approximately Rs 15000 crore in total revenue, with major brands like Unilever and Vodafone participating actively. This time around, as per the Confederation of Indian Industry (CII) estimates, the event is expected to generate a revenue of Rs 1.2 lakh crore for Uttar Pradesh.

When it comes to advertising, the previous edition of the mela in 2019 garnered approximately Rs 1000 crore in advertising and sponsorship revenues. This year, this number is predicted to take 2-3x jump with AI, LED outdoor screens, augmented reality, virtual assistants and mobile apps taking the lead as the prime advertising real estate for Maha Kumbh.

Creative marketing making its way too

Gaurav Tayal, Divisional CEO, Matches & Agarbatti Div, ITC, believes Maha Kumbh is not only a sacred gathering for devotees but also a significant event for Mangaldeep to connect with its audience in a meaningful and memorable way.

Mangaldeep will distribute 10,000 units of its distinctive alum batti among devotees—an incense crafted to dissolve in water as a sacred symbol. According to Tayal, this initiative seeks to deepen the spiritual experience of the Maha Kumbh, offering a meaningful and symbolic gesture for devotees to commemorate their visit. Additionally, a large-scale hawan will be held at the Maha Kumbh, featuring Mangaldeep’s sambrani cups. This event is designed to foster an awe-inspiring spiritual ambiance, allowing devotees to fully immerse in the collective devotion of the Maha Kumbh festivities.

Other than this, strategic branding will be done by the brand on arch gates, changing rooms for devotees, umbrellas for traders, dealer boards and large balloons. Also, a unique 5-ft-tall agarbatti installations will be placed at high-traffic locations.

Mangaldeep is also leveraging digital innovation through an AR experience that allows devotees to perform rituals like Shahi Snaan, Deep Daan and aarti virtually. Personalized AR filters will further enhance engagement, letting users create and share their own Kumbh souvenirs. These activities will be amplified through social media platforms and influencer collaborations to reach a wider audience, shared Tayal.

Rajiv Dubey, Head of Media, Dabur, shared that sampling of their hero products like Red toothpaste and Chaywanprash will be done at the mela. Moreover, Real juices will be available at multiple akadaas. The brand also plans to install a toothpaste station for Red toothpaste, named Dant Snan, where the devotees can come to brush their teeth.

VG Senthilkumar, Head – Marketing & Branding, Bank of Baroda shared, “As the world’s largest public gathering that will attract a wide cross-section of people, the Maha Kumbh Mela presents a unique opportunity for brands. This is especially so for banks, given the importance of providing seamless access to banking and payment services to the millions of devotees and tourists that will congregate at Maha Kumbh.”

For the convenience of people, the Bank of Baroda is establishing two full-fledged branches with forex transactions facilities. Onsite ATMs and Mobile ATMs are also being set up. The branches will also have coin vending machines. Bank of Baroda’s GenAI-powered Virtual Relationship Manager Aditi will be a distinct feature that will answer customer queries on banking, thereby enhancing the overall customer service experience.

Bank of Baroda is also deploying BC Sakhis and Business Correspondents on ground to assist visitors, merchants and the public alike. The Bank has also provided hundreds of merchant carts through Mela authorities and reflector jackets for volunteers and merchants.

As a large public sector bank serving all sections of society, according to Senthilkumar, the Maha Kumbh Mela 2025 will be a perfect platform for Bank of Baroda to extend banking services to Kumbh visitors as well as enhance its brand visibility and increase customer engagement.

Another brand Park+ plans to launch a smart parking system. The software makes it simple for pilgrims traveling to Prayagraj to find, reserve, and pay in advance for a parking space in a government-approved lot. In a first for Prayagraj, car owners will also be able to pay for a parking space using their FASTag on their vehicle without the need for human assistance.

Print daily Amar Ujala will bring artificial intelligence (AI)-powered chatbot "Sarathi". The devotees will receive constant guidance and assistance from this unique bot. ‘Saarathi’ will provide them with all the information they require, whether it be regarding the Ganga bath route, lodging options, or spotting akharas.

New launches

A lot of brands across categories will be launching new products around the festival.

Audio streaming platform Kuku FM is using the festival to expand into the spiritual space with the launch of their Bhakti App. The app is set to debut at the Maha Kumbh Mela 2025.

“Given the massive attendance and the positive sentiments around it, we feel this is the perfect platform to launch our devotional and spiritual app - Bhakti,” said Jhoomer Sinha, Vice President - Hindi Business India, Kuku FM.

At the Kumbh Mela, a 360-degree campaign is being planned leveraging on-ground presence with tent branding, kiosks and more. Across the kiosks, devotees will get a glimpse of audio shows as well as a chance to participate in several contests.

IIFL Foundation, the Corporate Social Responsibility (CSR) arm of IIFL Group, has partnered with Maha Kumbh Mela authorities to launch 15 boat ambulances for first-aid and emergency medical attention.

Some media companies are also gearing up to cash in on the reach of the event. Zee Media Corporation Limited, for instance, has launched a dedicated YouTube channel offering a spiritual digital experience of the Maha Kumbh. Likewise, News18 has announced the launch of its YouTube channel, 'News18 Kumbh'.