With a sea of humans merging with the flow of the Sangam for the last time in 144 years, the Maha Kumbh mela finally culminated amid the celebratory air of Mahashivratri on February 26.
Touted as the world’s largest and biggest pilgrimage, the Kumbh Mela 2025 became a stage where marketing minds came together to put on a fascinating interplay between faith and commerce, according to a report in Bestmediainfo.com.
Several corporates used this once-in-a-lifetime opportunity to create special branding campaigns which were rolled out at the Kumbh mela. While it is early days yet to calculate the return on investments and gauge their impact on consumers, they do make interesting mini case studies. Here is a compilation of some, as curated by Bestmediainfo.com.
Maidan Saaf with Coca Cola
This year, the brand, along with tackling environmental challenges, also put efforts in bringing change with a series of community-driven initiatives. Transforming waste into value, the beverages behemoth launched initiatives from recycled PET jackets to hydration carts promoting responsible disposal.
Coca-Cola India provided 11,500 jackets made from recycled PET bottles, enhancing their visibility while raising awareness about plastic recycling. The company also provided 10,000 high-quality life jackets also made from the same materials. Addressing women’s worries, Coca-Cola India installed 1,000 changing rooms made entirely from recycled multi-layer plastic waste.
The company was also responsible for an influx of hydration carts that were equipped with plastic waste collection bins. Aligned with this, Coca Cola India also steered a Maidaan Saaf campaign at the Kumbh Mela.
Vim Maha Kadhai
Sprinkling some alluring activations over the mosaic of faith, culture, and community at the Maha Kumbh, Hindustan Unilever Limited (HUL) showcased two of their widely used products – Lifebuoy and Vim – to the pilgrims. With Lifebuoy, HUL orchestrated a drone show.
Integrating their dishwashing brand, HUL set the “Vim Maha Kadhai” record, in collaboration with Chef Vishnu Manohar. Under the expertise of Manohar, HUL prepared 10,000 kilograms of halwa in a gigantic kadhai. The preparation was then shared with more than 2 lakh people at the Kumbh Mela. The kadhai stood 6.5ft tall weighing a staggering 1,800 kilograms.
In addition, Vim partnered with the Om Namah Shivay Seva Group, the association behind the world’s largest 24×7 bhandaras. Vim contributed community meals (bhandaras) for over 1 crore pilgrims. The bhandaras also featured Vim solar-powered branded light poles ‘Chamakta Chaurahas’ for enhanced visibility and dishwashing stations to maintain hygiene.
United, with Asian Paints
Asian Paints launched “Divine Intersections” to help reunite lost individuals with their families. With almost 60 crore attendees, the risk of separation was high. The initiative centered around two 30-foot tall installations of Asian Paints’ Neo Bharat Latex Paint cans, located at the Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. These structures displayed images of deities and featured LED screens showing real-time photos of missing persons.
Asian Paints collaborated with local authorities and volunteers to operate the initiative. People submitted information about missing loved ones, which was then displayed on the screens. The company aimed to support existing government efforts, such as digital Khoya Paya centers and helplines.
The installations served as recognisable landmarks within the large gathering. Asian Paints stated the initiative reflected its commitment to community welfare.
Heated with Havells
Havells, in collaboration with Tribes Communication created an ad that also provided a heated respite to the pilgrims dropping in at the Maha Kumbh. The installation, called “The Coolest Hot Ad,” attracted people who were seeking some heat during low mercury levels.
Placed at key locations, the installation used thermal technology to demonstrate Havells’ energy-efficient heating solutions. The company aimed to provide a service while showcasing its products. The ad was intended to address a practical need at the large gathering.
