Coca-Cola, Dabur, ITC and more: Brands making waves at Maha Kumbh 2025

The Maha Kumbh Mela in Prayagraj, one of the world’s largest spiritual gatherings, began on January 13 and will continue until February 26, 2025. With millions of pilgrims and tourists attending, brands from various sectors are using this unique event to amplify their visibility and connect with a diverse audience. From FMCG giants to tech companies, brands are blending traditional marketing with innovative strategies to engage participants and stand out.

Reliance Consumer Products

Reliance Consumer Products Limited (RCPL) is partnering with the Maha Kumbh 2025 to enhance the experience of pilgrims. The brand is offering essential refreshments, along with directional signage and boards to help attendees navigate the Mela. RCPL will also set up Aaram Sthals (rest areas) along pilgrimage routes and at the event grounds for pilgrims to rest during their journey.

Dabur

Dabur is making its presence felt through activations with local dhabas and restaurants, allowing pilgrims to sample popular products like Hajmola. The brand is also investing in customer experience with amenities such as changing rooms for women and baby care rooms equipped with Dabur's hair and baby care products.

ITC

ITC's Mangaldeep is enhancing the spiritual experience by participating in rituals and hosting evening bhajans. Additionally, ITC is leveraging augmented reality (AR) to offer virtual experiences of the Kumbh Snan and Deepdaan. The brand is also bringing local culture to life with Bingo!'s cultural initiatives and fusion dishes combining the state’s signature flavors.

Coca-Cola

Coca-Cola is offering its diverse beverage portfolio alongside local foods, ensuring millions of pilgrims stay refreshed during this massive cultural event. The brand is also highlighting sustainability by promoting the use of repurposed packaging and encouraging recycling, furthering its social impact at the Kumbh Mela.

PepsiCo India

PepsiCo India is enhancing the pilgrim experience with a 30-foot illuminated Mountain Dew bottle that serves as a guiding light for easier navigation. The brand is also providing over 500 charging points for pilgrims' devices and supporting clean travel through electric vehicle associations.

PhonePe

PhonePe has launched an innovative insurance plan designed for Kumbh Mela attendees, offering coverage for travelers based on their mode of transport—train, bus, or flight.

Kuku FM

Kuku FM has launched the Bhakti App, a first-of-its-kind OTT platform offering over 2,000 hours of spirituality-themed content, including bhajans, audiobooks, and spiritual lessons. This initiative aims to elevate the quality of spiritual entertainment for Kumbh Mela visitors.

Bank of Baroda

As the convenor of the State Level Bankers' Committee in Uttar Pradesh, Bank of Baroda is promoting digital payment adoption and improving banking accessibility for pilgrims attending the Mela.

Park+

Park+ has introduced Prayagraj’s first smart parking management system, allowing pilgrims to pre-book parking spots through its app. The system includes EV charging stations, 24/7 security, and well-maintained facilities like clean washrooms.

IIFL Foundation

IIFL Foundation has partnered with the Bharat Scouts and Guides to launch 15 boat ambulances and a medical team, ensuring emergency medical services for pilgrims at the Mela.

Vi

Vi has teamed up with Shemaroo to offer live-streaming coverage of the Kumbh Mela through Vi Movies & TV. Users will have access to exclusive content including Shahi Snans, spiritual performances, and cultural highlights.

Sri Mandir App

The Sri Mandir App is offering a virtual Kumbh experience through its #HarGharKumbh campaign, allowing devotees who cannot attend in person to participate in rituals, offer Gangajal, and donate for spiritual causes.

Dettol

Dettol Banega Swasth India has long supported the hygiene and sanitation efforts at the Kumbh Mela. This year, the brand will provide soaps to millions of devotees, along with hygiene training for over 15,000 sanitation workers.

Media Coverage

News18 and Zee Media have launched dedicated YouTube channels to offer 24/7 coverage of the event. Meanwhile, India TV, Tata Play, and NDTV are delivering immersive content on various platforms, ensuring that viewers worldwide can engage with the spiritual and cultural significance of the Mela.

With brands embracing both traditional and digital innovations, the Maha Kumbh Mela 2025 is set to be a one-of-a-kind cultural and marketing phenomenon, offering brands the chance to make a lasting impact on millions of pilgrims and visitors.