Maha Kumbh chronicles: A compendium of brand activations

The Maha Kumbh Mela 2025 in Prayagraj emerged as more than a spiritual congregation, transforming into an unprecedented marketing canvas where traditional advertising met innovative technology. With over 500 million devotees attending the 45-day event, brands discovered a unique platform to engage audiences through Out-of-Home (OOH) advertising.

The marketing landscape at the event was characterized by extraordinary diversity, ranging from conventional billboards to advanced technological interventions like AI-powered displays and drone-based communications. Corporate marketing expenditure exceeded ₹4,500 crore, reflecting the significant strategic importance brands assigned to this cultural event.

Key players across sectors, including FMCG, telecommunications, finance, and travel – deployed sophisticated marketing strategies that went beyond mere visibility. Instead, brands focused on creating meaningful, contextually relevant experiences that resonated with the spiritual and cultural essence of the Kumbh Mela.

Companies adopted varied approaches to audience engagement. Hindustan Unilever's Lifebuoy utilised drone technology to communicate hygiene awareness, while Reliance Jio established digital connectivity zones providing essential communication infrastructure. Tata Salt employed projection mapping on riverfront ghats, integrating brand messaging with traditional symbolism.

Technological innovation played a crucial role in these marketing efforts. Paytm introduced AI-driven billboards that adjusted content based on crowd movement and transaction patterns. Maruti Suzuki implemented solar-powered mobile charging stations, combining utility with sustainability messaging.

Marketing experts noted a significant shift from passive brand communication to interactive, experiential campaigns. Brands that prioritised cultural relevance and practical utility demonstrated more effective engagement strategies. Maha Kumbh 2025 provided a platform for industry experts to analyse the evolving role of advertising at large-scale cultural events. Amyn Ghadiali, Country Head at Gozoop Creative, discussed the significant media investments and the increasing reliance on hyper-local digital targeting. Rajesh Radhakrishnan, Co-Founder & Chief Marketing Officer at Vritti Mindwave Media, examined the event’s impact as a brand awareness opportunity rather than a direct ROI-driven platform. Sunny Vohra, CEO of Madison TurnT & Anugrah Madison, highlighted the shift in brand participation and the rising costs of media real estate. Mitul Shah, Founder & CCO of Calculated Chaos, reflected on how brand storytelling at the Kumbh has evolved, moving beyond conventional religious narratives to more immersive and experiential campaigns. Their perspectives shed light on how advertising strategies adapted to engage audiences at a gathering of this scale.

Preliminary analytics suggest that innovative OOH approaches resulted in 30 to 50 percent improvements in brand recall. Advanced measurement techniques using AI-based analytics provided deeper insights into consumer interactions beyond traditional impression metrics.

The Maha Kumbh Mela 2025 has effectively redefined large-scale event marketing, showcasing how cultural gatherings can serve as powerful platforms for sophisticated, technology-driven brand storytelling. As India continues to host massive public events, the strategies employed at this year's Kumbh Mela are likely to influence future marketing approaches.

The event underscored a critical marketing principle: when brands align their messaging with cultural context and technological innovation, they can create profound and memorable consumer connections.

The Maha Kumbh Compendium stands as a definitive chronicle of how brands seamlessly integrated tradition with technology, transforming one of the world's oldest gatherings into a modern marketing case study. By capturing the most groundbreaking Out-of-Home activations, this edition serves as both an inspiration and a roadmap for marketers looking to engage with audiences at an unparalleled scale.

The lessons from Maha Kumbh 2025 extend beyond the event itself, offering insights into consumer behaviour, experiential branding, and the evolving synergy between cultural heritage and modern commerce. As the industry looks ahead, the innovations witnessed at this sacred gathering will continue to shape the future of large-scale brand activations, setting new standards for creativity and engagement in the years to come.

Access the e-book here!