Innovative Initiatives: Brands Make A Mark At Maha Kumbh Mela 2025

Maha Kumbh Mela 2025 at Prayagraj is much more than a mega religious congregation, but also a platform for brands to interact meaningfully with millions of devotees. This year, several brands have stepped up to contribute in innovative ways to enhance the pilgrims' experience while promoting sustainability, safety, and convenience.

Relaxo Footwears, through its brands Bahamas, Flite, and Sparx, is taking care of the comfort of attendees with durable and fashionable footwear. Kiosks are being installed all over the mela grounds so that devotees can get ready for long hours spent in the event.

Eveready Lighting illuminated 13,000 LED lights on the mammoth Kumbh Mela grounds - streetlights as well as floodlights. The brand has put up significant branding across Prayagraj in hoardings and pole branding near the changing rooms and all other services and different places with signage, making the whole ground well-lit and accessible.

Coca-Cola India is contributing to the sustainability efforts of the event with its Maidaan Saaf campaign. The brand has distributed 21,500 recycled PET jackets, including life jackets for boatmen and jackets for sanitation workers. Additionally, Coca-Cola has set up 1,000 women’s changing rooms made from recycled plastic along the 12 km stretch of river ghats.

ITC Bingo! Tedhe Medhe has launched the Bhaukaal Lok campaign, which celebrates the culture and flavors of Uttar Pradesh. The brand has created an experiential zone featuring a chaat fusion zone, interactive content for social media, and a Bingo! Bonfire event to bring the Kumbh experience to life.

Similarly, ITC’s FMCG brands Bingo! and Mangaldeep are engaging with attendees through local songs, fusion dishes, and participation in havans and evening bhajans, adding a spiritual touch to the event.

Amazon India has introduced portable beds made from cardboard packaging, strategically placed at key locations such as the lost and found center and Kumbh hospital. This initiative aims to offer comfort to pilgrims during their stay.

Paytm has launched the ‘Bhavya Mahakumbh QR’ for merchant partners, enabling mobile payments. The brand has also deployed Soundbox and Card Machines to simplify transactions and is offering Paytm Gold worth ?1 crore as part of a campaign to encourage UPI usage.

KDM has set up mobile charging stations across 90 tents to ensure that over 16 lakh phones can be charged during the 45-day event, ensuring that attendees stay connected throughout their visit.

Kuku FM has launched the Bhakti App, offering over 2,000 hours of devotional content. The brand is also promoting the app through kiosks and giveaways, providing a spiritual experience for attendees both on-site and remotely.

IIFL Foundation has partnered with the mela authorities to launch 15 boat ambulances, providing first-aid and emergency medical support. The initiative is in collaboration with Bharat Scouts and Guides, ensuring the safety of pilgrims on the river.

The Sri Mandir app has launched the #HarGharKumbh campaign, offering virtual rituals, sacred Chadhava offerings, Gangajal delivery, and Mahadaan services to devotees unable to attend the mela in person.

Dettol Banega Swasth India (DBSI) has been a partner since 2016, providing millions of soaps and supporting sanitation workers with training and hygiene awareness campaigns, ensuring that cleanliness remains a priority.

Netra Kumbh, supported by a network of 240 hospitals across India, is providing eye care services with over 140 doctors offering medical care throughout the event, ensuring the well-being of attendees.

Savaari Car Rentals has deployed an expanded fleet and enhanced logistics to ensure seamless travel for attendees, offering reliable transportation options to and from the event.

Compass Group India has set up the SmartQ Rasoi Food Court, offering a variety of authentic Indian cuisines through ten diverse counters that operate round-the-clock, ensuring that attendees have access to fresh food at all times.

Burger Singh has tailored its menu to cater to the Maha Kumbh audience, offering high-quality vegetarian-friendly meals that align with the dietary preferences of pilgrims.

Tata Capital Foods, through its Ching’s brand, is offering hot soup to devotees, with its Rocket Man mascot roaming the venue to provide comfort in chilly weather.

Astroyogi is bringing the spiritual essence of the event to a global audience with digital initiatives such as live-streaming key rituals, virtual pujas, and curated prasad boxes, allowing people from all over the world to participate in the experience.

WAAYU, India’s first zero-commission food delivery app, has partnered with ONDC to deliver over 1.5 crore Mahaprasad orders, ensuring that pilgrims have access to meals without hassle.

Bank of Baroda has prioritized seamless access to banking services, setting up full-fledged branches, mobile ATMs, and digital payment solutions to facilitate financial transactions during the event.

Other major brands like Reliance, HUL, Bisleri, Parle, Dabur, Pepsico, and Emami, along with mobility players and EV companies, have set up camp ashrams and are actively engaging with the event, offering various services and products to enhance the experience for the millions of attendees.

These brand initiatives highlight how the Maha Kumbh Mela is evolving into a blend of tradition and innovation, where corporate contributions are making a significant impact on the convenience, safety, and overall experience of the millions of devotees who gather at this iconic event.