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, as well as large concerts to connect with audiences. However, the engagement witnessed at Mahakumbh 2025 clearly indicates that, even in a country like India, where Western trends and concepts are on the rise, religious gatherings remain one of the most effective and impactful ways for brands to interact with massive audiences. This is particularly true for FMCG brands, which benefit from direct access to crores of visitors.
The Activations
With simple yet impactful activations, brands can significantly enhance their visibility and connect with a vast audience. Examples of such activations include:
Eveready Industries India Ltd. collaborated with the Mahakumbh police to introduce the Eveready Siren Torch, a dual-purpose innovation designed for both utility and safety. This device not only serves as a traditional flashlight but also functions as a personal safety alarm. The torch features a 100-decibel (dBA) sound alarm, which can be easily activated by pulling an attached keychain, making it a crucial tool for ensuring safety during the massive gathering.
The Coca-Cola Company created a vibrant and engaging space with their “Refreshment Zone”, a sprawling stall that became a central hub for visitors seeking refreshments. The zone offered a wide array of Coca-Cola products, including Coca-Cola, Thums Up, Sprite, Maaza, Fanta, Kinley, Minute Maid, and Charged. These products were accessible every 400 meters via hydration carts and food court activations, ensuring visitors could stay refreshed throughout the festivities.
Taking it a step further, Coca-Cola India brought a refreshing twist to the Mahakumbh Mela with its innovative 100-Door Cooler Wall, designed to keep pilgrims and visitors cool amidst the bustling event. This unique activation served as a functional and visual spectacle, enhancing the overall experience for attendees while reinforcing Coca-Cola’s brand presence.
Amazon India stood out with a remarkable eco-friendly initiative. In partnership with Mahakumbh authorities, Amazon introduced sturdy beds made from recycled Amazon boxes, offering a sustainable and practical solution for visitors requiring rest facilities. This innovative activation not only met a critical need during the event but also underscored Amazon’s dedication to sustainability and community engagement.
In a Nutshell
With this increasing trend, the next Kumbh Mela will undoubtedly become a key target for brands to allocate significant budgets for activations. Furthermore, other religious gatherings, apart from the Kumbh Mela, will also see a rise in brand activations as brands begin to recognize the immense potential of connecting with these vast audiences.
In conclusion, Mahakumbh 2025 offers a new dimension to brand activation, one that was previously under the radar but is now emerging as a powerful tool for engagement. This shift in focus toward pilgrim-centered brand activations marks an exciting opportunity for brands looking to make a lasting impact.