Major corporates launched special branding campaigns at Maha Kumbh, leveraging the mega event for mass outreach
The Maha Kumbh, one of the largest religious gatherings in the world, has become a prime platform for corporate branding. Major brands, including FMCG giants, telecom companies, and financial institutions, rolled out innovative marketing campaigns to engage millions of devotees.
Strategies ranged from digital promotions to on-ground activations such as free services, branded installations, and interactive experiences. Companies leveraged the spiritual significance of the event to enhance brand visibility while offering value-driven engagements. With footfall in the millions, Maha Kumbh provided an unparalleled opportunity for mass outreach, allowing corporates to connect with a diverse audience in an organic and impactful manner.
Ultratech cementing waste management
UltraTech Cement partnered with Prayagraj Nagar Nigam for a waste management initiative at the Maha Kumbh 2025. The “Mahakumbh ka Mahasankalp” initiative, which commenced on January 22 and ran till February 28, addressed plastic waste at the gathering.
UltraTech deployed sanitation workers and collection bins at high-traffic locations like Triveni Sangam and designated sectors. Workers collected plastic litter, and a dedicated van transported waste to a segregation facility. An LED van travelled across Prayagraj, raising awareness about plastic segregation and encouraging public participation.
The initiative focused on collecting, segregating, and processing plastic waste for use as alternative fuel for cement manufacturing at UltraTech’s Dalla Cement Works in Sonbhadra district. This aimed to reduce reliance on fossil fuel and lessen landfill burden. UltraTech also processed waste collected independently by Prayagraj Nagar Nigam.
Cumulatively, 400 metric tonne of plastic waste from the Maha Kumbh was processed at Dalla Cement Works. UltraTech already supports Prayagraj and Lucknow municipal corporations in co-processing municipal plastic waste.
Park+ AI = smart parking management systems
Park+ announced its AI-powered parking management system at the Maha Kumbh 2025 in Prayagraj handled over 500,000 vehicles. Pilgrims used the Park+ app to find, book, and pay for parking at over 30 government-approved zones near Arail Ghat. FASTag integration allowed for automated payments, a first for Prayagraj.
Park+ offered discoverable, pre-bookable parking at locations around Arail Ghat, accommodating up to 500,000 vehicles. The system included FASTag payment options for various vehicle types.
A partnership with Indian Oil offered discounted fuel to Park+ users attending the Maha Kumbh. AI was used to predict parking patterns, fill rates, and EV charging needs. Parking areas featured 24/7 security with CCTV and on-site guards, EV charging stations, food and beverage facilities, restrooms, medical staff, and vehicle maintenance stalls.
Amazon’s Aaram
Providing comfort to the weary pilgrims at the Maha Kumbh 2025, Amazon upcycled its signature cardboard packaging boxes into portable beds. Amazon India collaborated with Maha Kumbh authorities to distribute the beds across key locations, including lost and found areas, hospital camps, police volunteer camps, and akhadas.
The company aimed to provide rest for devotees. A video documenting the initiative was released. The beds were offered at no cost during the 45-day gathering.
Flipkart Smartphone Baba
SW Network and Flipkart launched the “Flipkart Smartphone Baba” campaign at Maha Kumbh 2025. The campaign aimed to reach an estimated 400 million attendees. “Flipkart Smartphone Baba,” a character, promoted Flipkart’s budget smartphone offerings from brands like Vivo, Poco, Realme, and Samsung, ranging from Rs 8,000 to Rs 15,000.
The campaign included a retail hub with staff, a “SnapMySnaan” photography service, and giveaways of towels and water bottles. Influencer partnerships were used for real-time content creation, and phones were given away. SW Network stated the campaign blended cultural relevance with consumer needs. Flipkart aimed to bring affordability and convenience to attendees.
Kansai Nerolac Storefronts
Kansai Nerolac Paints provided 100 storefronts to vendors at the Maha Kumbh Mela. The company aimed to assist small business owners and street vendors. The storefronts were designed using Nerolac color palettes, providing vendors with personalized spaces.
The structures were intended to improve vendor visibility among the large crowds. They functioned as overhead canopies and included shelving, menu boards, signage, and product displays. Each storefront featured the corresponding Nerolac shade name and number.
The storefronts were constructed from corrugated sheets and acrylic boards, designed for easy setup and durability. They were adapted to individual vendor needs, such as display racks for tea vendors and fold-out menus for food stalls.
Pulse at Kumbh
Pulse Candy, a DS Group brand, launched a Maha Kumbh campaign as part of its “Pulse of India” initiative. The campaign featured a generative AI-powered video detailing the history and significance of the Maha Kumbh. The video, created by White Rivers Media, used narration and moving images to depict the event.
