Kumbh Mela the biggest Pilgrimage in the world – A marketing Bonanza for the companies!

The pilgrimage widely considered to attract the most visitors on a single day, potentially reaching tens of millions, is the Kumbh Mela in India, particularly the "Maha Kumbh" held in Prayagraj. It is often regarded as the largest religious gathering in the world.

On 4th Feb 2019, an estimated 50 million 5 crore people visited Maha Kumbh daily. That is the entire population of Uganda or Spain coming to a small place like the Prayagraj Ghats in a single day, and the population of the USA and Egypt visiting the Maha Kumbh in just 45 days!

Maha Kumbh 2025 is set to attract 450 million or 45 crore people over 45 days. it is a once-in-12-year marketing jackpot that all companies big and small would like to dive in and reap the benefits.

It is estimated that over Rs 2,00,000 crores revenue would be earned from the Maha Kumbh 2025. The helicopter facility itself is estimated to garner a business of 3.5 crore rupees per day.

According to the Times of India, Indian brands are expected to spend Rs 3,600 crores on advertising and marketing.

Campa Cola: Reliance industries want to quench the thirst of the pilgrims but offering (free?) Campa Cola bottles for the pilgrims to be hydrated and spiritual at the same time.

Mangaldeep: ITC's Mangaldeep brand of Agarbattis will be in full force to cash in. It is the product that directly connects to the pilgrims at a spiritual  level. I am sure that ITC's Mangaldeep would be in great demand. whether offered free or sold at MRP!!

Bingo: ITC’s Potato chip brand Bingo is also jumping into the fray. It will pop up the spirituality by playing local songs at its booths and offering typical Uttar Pradesh dishes blended with what else - its signature brand of Potato chips Bingo - Tedhe Medhe.

Dettol: Reckitt with its omnipresent hygiene brand Dettol is  associating with 15,000 sanitation workers of Maha Kumbh by training them in better sanitation practices and providing them with free Dettol soaps.

Coca-Cola: Not to be left behind Coca-Cola India has come out with Maidaan Saaf a drive to make the Kumbh free of waste and encourage visitors to make Kumbh a place that crores of visitors can visit and enjoy.

Pepsi:  its competitor had come out with a 30 30-foot illuminated Mountain Dew bottle that electrifies the place and provides better navigation and visibility.  The most brilliant strategy is to have 500 charging points under its now famous energy drink brand the Sting. So, with Mountain Drew and string pilgrims can get electrified and charged and recharge for the Maha Kumbh

Bank of Baroda:  will provide a Digital Payment facility at various points but the most innovative eyeball-catching marketing exercise comes from Amazon India.

Amazon India:  will provide portable beds made from its rugged cardboard packaging boxes, providing comfort and at the same time reinforcing the point that packages from Amazon are both safe and rugged and that they would not get damaged in transit.

Eveready Industries:  is providing 5,000 Siren Torches (DL102) with powerful safety alarms to the Maha Kumbh Police, along with Ultima batteries. Eveready's torches not only illuminate the way but also help ensure a safer environment for millions of attendees.

Additionally, it enhanced the spiritual experience by installing 13,000 advanced LED lights, including 150W streetlights and 250W floodlights, across the expansive grounds to ensure safety and vibrancy for millions of attendees.

Paytm:  is installing soundbox and card machines across the event for hassle-free digital payments. The brand has also launched the 'Bhavya Mahakumbh QR' to support merchants.

Relaxo provides footwear

KDM  chargers:  are providing 90 tent charging stations that will charge 16 lakh mobile phones in 45 days.

KUKU FM: Kuku FM has launched the 'Bhakti App'. This app offers over 2000 hours of devotional content, including bhajans, audiobooks, and spiritual shows. It will be promoted at the mela through a 360-degree campaign with on-ground presence, kiosks, and giveaways.