23 Jan Mahakumbh 2025: The Rising Trend of Brand Engagement in Religious Gatherings
Mahakumbh 2025 stands as a remarkable testament to the evolving nature of brand engagement, drawing an astounding 45 crore visitors over the course of just a few months. This is reflected in the steadily increasing budgets of brands over the past few decades. In 2019, brands spent between ₹1200 to ₹1500 crores on such events, a figure that has now soared to ₹4500 crores. This threefold increase in brand expenditure highlights a significant trend: beyond music festivals, fests, and other gatherings, religious events like the Kumbh Mela have emerged as key platforms for engaging with vast audiences. Among the top spenders at the Mahakumbh Mela, the Fast-Moving Consumer Goods (FMCG) sector leads the pack, contributing ₹120 crores. Telecom companies and digital platforms follow closely, with investments ranging from ₹80 to ₹100 crores and ₹50 to ₹70 crores, respectively. Historically, brands have relied on music festivals, cultural fests like Sunburn, Hornbill, and Lollapalooza,...