The Maha Kumbh 2025 which is set to commence 13 January, 2025 onwards and will continue till 26 February, 2025, will prove to be a prime opportunity for consumer brands to connect with a massive audience. This would be the first major event following Covid—the previous Maha Kumbh in 2021 was impacted by the second wave.
The Opportunity
Experts believe that the event will be particularly beneficial for low-cost consumer brands such as bottled water companies like Bisleri, beverage producers, and pharmaceutical firms. Additionally, local brands from Uttar Pradesh, especially in the real estate sector, are likely to capitalise on this platform as the state advances toward its ambitious goal of becoming a $1 trillion economy.
Vritti Solutions and Mindwave Media are the official advertising licensees for the Prayagraj Kumbh Mela and the event presents vast opportunities for both large and small brands to leverage its scale for marketing. With its massive reach and diverse audience, the Kumbh Mela serves as a unique platform for brands to connect with millions of attendees through strategic advertising initiatives.
Brands & their strategies
Industry experts suggest that smaller brands can create a significant impact by focusing on practical contributions. Sponsoring essentials like hygiene kits, ORS packets, maps, or uniforms for sanitation workers not only provides valuable support but also enhances brand visibility in a meaningful and impactful manner.
In contrast, larger brands can enhance their presence by investing in significant infrastructure projects. These could include setting up brushing and handwash stations, hosting Ayurvedic health camps, providing mobile charging stations, or sponsoring battery-operated vehicles for senior citizens. Brands might also consider funding refreshment and recreation zones for sanitation workers or eco-friendly changing rooms for women.
Marketing budgets at the Kumbh Mela vary significantly depending on the scale and nature of brand activations. According to comments by experts in media reports, investments can start at Rs 5-10 lakh, offering opportunities like LED screen advertisements at strategic locations. On the other end, spending can reach several crores for comprehensive 360-degree campaigns that include infrastructure sponsorships, digital activations, and DOOH strategies.
It is also about prioritising value-driven initiatives over traditional advertising. Practical contributions like sponsoring transportation aids, offering health services, or creating rest zones for pilgrims can help brands forge authentic and meaningful connections with attendees.
As per media reports, an expert highlights that bigger brands can support advanced initiatives such as RFID-based crowd management, lost-and-found centres, and cashless payment systems. These efforts not only enhance the event’s efficiency but also reinforce the brand’s role in contributing to the success of the Kumbh Mela.
It is about brands resonating with the ‘real Bharat’, and not just urban India, says Rahul Tekwani, Managing Partner Branding Edge in a media report. Incorporating vernacular languages, and understanding historical and religious sensitivities of the Kumbh need to be kept in mind so as to be respectful and avoid offending religious sentiments.
Banks & Fintech companies
Banks and fintech companies have emerged as the biggest spenders in a marketing surge that has tripled since the last major Kumbh Mela in 2012, reveals Rajesh Radhakrishnan, co-founder and CMO of Vritti Solutions in a media report. "Over 50 per cent of the total advertisements during the Kumbh Mela will come from the BFSI and fintech sectors," he elaborated.
On average, businesses in the BFSI and fintech sectors are projected to spend between Rs 25 lakh and Rs 30 lakh on advertising during the event.
The festival, expected to attract 400-500 million pilgrims, has evolved into a marketing powerhouse with an estimated budget of Rs 6,300 crore—far exceeding the Rs 1,100 crore spent in 2012. The Uttar Pradesh government has launched a ‘mind-boggling’ promotional campaign, as experts mention, evenly dividing its resources between traditional and digital media.
Luxury tents, resorts & retreats
To accommodate the massive influx of devotees expected at the Mahakumbh 2025, the Uttar Pradesh government is establishing a luxury tent city with over 2,000 Swiss cottage-style tents in Sector 20 (Arail) of the Mahakumbh Mela area.
According to an official release, the project has been executed by the Uttar Pradesh State Tourism Development Corporation Limited (UPSTDC) in partnership with six key collaborators: Aagaman, Kumbh Camp India, Rishikul Kumbh Cottage, Kumbh Village, Kumbh Canvas, and Era.
These tents are designed to meet world-class standards, offering five-star hotel-like amenities. The ambitious project, developed under the vision of Chief Minister Yogi Adityanath, aims to cater to an estimated 45 crore visitors from 75 countries. The tents will be operational from 1 January, 2025 to 5 March, 2025, providing premium lodging facilities for pilgrims, and bookings can be made through the UPSTDC website or the Mahakumbh app.
The tents will feature modern amenities, including air conditioning, double beds, mattresses, sofa sets, customised interiors, writing desks, electric geysers, fire extinguishers, quilts, blankets, mosquito nets, WiFi, dining areas, and shared sitting spaces, all offering picturesque views of the riverbank.
Additionally, the tent packages will include information about yoga sessions, cultural events, and key religious and historical sites in Prayagraj and nearby areas, providing a holistic experience for visitors.
The India Tourism Development Corporation (ITDC) is also introducing premium accommodations to enhance the experience for pilgrims.
Located near the VIP area of the Sangam, the ITDC luxury campsite offers a unique blend of spiritual immersion and modern comfort, catering to both pilgrims and visitors throughout the event.
The site will provide a variety of lodging options, including super-premium suites, premium suites, deluxe suites, and standard camps. Each accommodation is thoughtfully designed to offer a tranquil and comfortable retreat, allowing guests to enjoy the vibrant spiritual ambience of the Mela while having a peaceful place to unwind.
In addition to premium accommodations, the ITDC campsite will offer a range of activities designed to enhance attendees' spiritual experiences. Yoga, meditation sessions, ethnic food experiences, and cultural performances will complement the sacred rituals and offerings of the Mela, adding depth and reflection to the overall experience.
Beyond luxury lodging, the ITDC camp will provide premium services such as airport transfers, guided Mela tours, foreign exchange facilities, and excursions to nearby spiritual destinations like Varanasi and Ayodhya.
Adding to this and building on its momentum of new launches across various segments, Royal Orchid Hotels (ROHL) is preparing to unveil Regenta Evolife Dome City, a distinctive upscale resort complex designed to capitalise on the upcoming Mahakumbh 2025 in Prayagraj (formerly Allahabad). Strategically located near the event grounds and the main bathing point of Mahakumbh 2025, Regenta Evolife Dome City, managed by ROHL, will be a three-month pop-up resort, marking a first-of-its-kind setup in India. This upcoming resort is set to become a preferred choice for international tourists and visitors seeking luxurious accommodations in the heart of the Mahakumbh festivities.
Recent data from Prayagraj's regional tourism ministry reveals that the city’s shortage of high-quality hotels is a major factor contributing to the low number of overnight stays, despite the demand. Set to open on 15 January, 2025, Regenta Evolife Dome City aims to fill this gap by offering a variety of accommodations, including luxurious tents and exclusive domes, designed for both individual and group travellers. The unique domes, architectural marvels in themselves, will provide guests with an immersive stargazing experience at night.
Guests staying at this one-of-a-kind pop-up property can enjoy a range of exclusive and complimentary services, such as personalised meals, free airport transfers, and boat rides. The serene retreat will also feature in-house wellness activities, including yoga and meditation, along with a private beach designed for guests to reconnect with nature and align their chakras in a peaceful environment. The beach will also serve as a setting for intimate puja ceremonies, available upon special request.
ROI for brands
Brands participating in the Kumbh Mela typically experience a dual-layered return on investment (ROI)—immediate visibility to millions of attendees and long-term goodwill.
It is proof and previous events have demonstrated that brands in sectors such as FMCG, healthcare, steel, cement, telecom, paints, and automobiles have seen a significant increase in rural market penetration following the Kumbh.
ROI is most effectively measured by the virality of the campaign idea. While every brand aims to create more engaging and innovative gimmicks, some succeed, but most do not.
The Tech Side: Drones & Facial Recognition Cameras
Mahakumbh 2025 is set to make history with a spectacular display of mythological stories from the Mahakumbh and Prayagraj at the world’s largest religious gathering. For the first time, the tourism department will illuminate the evening sky with a drone light show above the Sangam Nose area, providing visitors with a unique visual experience, during both the opening and closing ceremonies of Mahakumbh 2025.
The innovative drone show will seamlessly combine technology and tradition, offering a memorable cultural experience that will captivate both pilgrims and tourists alike. Nearly 2,000 illuminated drones will take part in the show, lighting up the evening sky to present a mesmerising spectacle for all attendees.
The drones will artistically portray key mythological events, such as the Samudra Manthan (churning of the ocean) and the emergence of the Amrit Kalash (nectar pot), both central to Hindu mythology and the Mahakumbh’s spiritual significance. The drone show will narrate the sacred stories of ‘Prayag Mahatmyam’, blending technology with tradition in a stunning aerial display.
As a spiritual and cultural fusion, this innovative show will merge modern technology with the deep spiritual essence of Prayagraj, offering pilgrims and tourists alike a one-of-a-kind cultural experience. This contemporary addition to Mahakumbh 2025 is expected to draw a global audience, highlighting Prayagraj as a key cultural and spiritual destination.
From the tech perspective, to bolster security during the upcoming Mahakumbh in Prayagraj, Indian Railways is also introducing its set of extensive safety measures. With an estimated 10 crore people expected to travel by train, the Prayagraj Railway Division will install 650 CCTV cameras and 100 facial recognition (FR) cameras at nine stations. This AI-powered surveillance system will help monitor suspicious activities, identify potential security threats, and ensure the safety of the devotees, and will cover routes, platforms, and waiting areas to ensure safety across the stations.
In preparation for the Mahakumbh, the Prayagraj Railway Division will implement facial recognition cameras for the first time, in addition to CCTV cameras, at these stations. According to a statement from the Uttar Pradesh government, these advanced FR cameras will play a key role in detecting and tracking unusual behaviour, further enhancing security at the stations. With millions of pilgrims travelling by train for the event, railway authorities are taking comprehensive steps to ensure the safety of all visitors.
With approximately 10 crore people expected to travel by train for the Mahakumbh, railway authorities are rolling out extensive security measures. The security setup will be completed by the end of December, with all equipment fully operational by this month, ahead of the Mahakumbh's start.
With brands embedding into the spiritual experience of the pilgrims, companies can establish lasting and meaningful connections that extend well beyond traditional advertising. This strategy not only strengthens the bond with the audience but also ties the brand to the rich cultural and emotional essence of the event, ensuring it leaves a memorable impact long after the Kumbh Mela ends.
