Maha Shivratri 2025: Brands throng Maha Kumbh to connect with consumers

Maha Shivratri, a day that celebrates the divine union of Shiva and Shakti, has also become a prime opportunity for brands to engage with millions at the Maha Kumbh. With officials expecting around 20 million devotees to gather on this auspicious day.

This year, marketing pandits witnessed over 500 brands have leveraged this spiritual gathering to connect with consumers. From automakers to FMCG giants, BFSI players to quick commerce platforms, a diverse range of companies have stepped into the Sangam, aiming to create meaningful brand experiences amidst the sacred festivities.

According to them there is a significant rise in demand for experiential and performance-driven campaigns. Haleon, the company that owns Sensodyne, organised a unique initiative where dentists provided free checkups to pilgrims taking a holy dip. They also set up another stall for their other product, ENO.

OTT platform like JioHotstar also took MahaShivratri sreiously and after live Coldplay concert success, they are set to bring millions of devotees a digital experience with multi-location, multi-artist event.

The platform will offer real-time access to over 20 Mahashivratri aartis from sacred Jyotirlinga temples across India.

While Shaadi.com distributed special wristbands to keep loved ones together, symbolising the divine bond of Shiva and Parvati.

Quick commerce player Blinkit made its debut at the Mela, setting up stalls to sell essential items to devotees. Since January 13th, approximately 60 crore pilgrims have visited the Maha Kumbh, according to the official website. 

Swiggy Instamart installed an S-pin symbol to help people find their way in the vast crowds. The brands also set up stalls at Triveni Sangam, offering easy access to necessities like towels, power banks, torches, and batteries.

The government also actively marketed its services by deploying 15,000 sanitation workers. Lifebuoy made a grand statement with drone advertising while thousands of devotees used its soap during their holy dip. 

Flipkart came up with a unique idea to address phone loss at the Maha Kumbh by providing coverage for lost phones. They also introduced the 'Flipkart Smartphone Baba' at their stall, offering a chance to win free smartphones in giveaways.

Additionally, their 'Snap My Snnan' service allowed devotees to capture and share their sacred dip moments on social media. Major smartphone brands like Samsung, Oppo, Realme, and Poco capitalised on the Mela through strategic partnering with Flipkart. 

Coca-Cola's 3D OOH display and Mountain Dew’s 30-ft statue installation stood out among beverage brands. The Mountain Dew Point served as a landmark for lost and found purposes, while Coca-Cola set up hydration stations and food courts, even launching new packaging with Hindi labels to resonate with the audience.

HealthOk promoted vegetarian multivitamin tablets, offering free samples to help pilgrims maintain energy levels. Pulse Candy’s AI-driven campaign beautifully blended nostalgia, devotion, and technology to narrate the legacy of the Maha Kumbh.

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Mankind Pharma launched a free healthcare camp, and Emami introduced pop-up massage parlors and changing rooms for attendees. 

Leading cafe chains like Chai Point served millions of cups of tea, with robots making the beverage. ITC's Bingo "Tedhe Medhe" embraced the regional culture with its ‘Bhaukaal Lok’ campaign celebrating UP’s bold flavors.

MakeMyTrip offered a unique spiritual experience with luxury tents and shared accommodations at the heart of the Mela.

Meanwhile, 93.5 RED FM launched a 39-day ‘Voice of Kumbh’ initiative, bringing artistic performances and engaging podcasts to life.

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ICICI Bank set up a temporary branch to provide financial services to pilgrims. DS Group promoted its brands Pulse, Pass Pass, Catch, and KSheer by distributing branded bags and Kalash to store Ganga Jal, while InstaAstro, a spiritual startup, enabled remote consultations with spiritual experts.

Maggi, a household favorite, introduced the ‘2-Minute Apno Ke Liye’ campaign, offering rest areas and meals to waste workers, along with blankets for sustainability efforts. Ching’s Noodles brought the spice to the Kumbh with food stalls serving hot dishes, with their mascot, ‘Rocket Man,’ engaging with the crowd.

News and media houses also joined the branding wave. Aaj Tak established a 2,000 sq ft creator’s lounge with two podcast rooms equipped with advanced digital audio solutions.

Central Depository Services Limited Investor Protection Fund (CDSL IPF) successfully conceptualized and executed an engaging Nukkad Natak campaign at Maha Kumbh Mela 2025, Prayagraj. centred around CDSL’s campaign of #BanoAI – Yaani Atmanirbhar Investor, the initiative reached over 3-4 million people in a span of three days, raising awareness about investment scams and the importance of making informed financial decisions.

Ogilvy India and Amazon enhanced comfort at the Mela by setting up box beds. Dettol, a partner since 2016, provided free soaps to sanitation workers and pilgrims. Eveready Lighting installed 13,000 LEDs, including streetlights and floodlights, ensuring a safe environment, particularly for women.

Uber partnered with Prayagraj Airport to offer seamless Mela travel with a 25% discount on trips from the airport to pick up zones. Park+, an Indian auto-tech app, introduced Prayagraj’s first AI-powered smart parking system.

Dabur strengthened its brand presence with large OOH billboards and collaborations with dhabas and restaurants. It also introduced ‘Dabur Dant Snan Zones’ in prominent akharas. Reliance Consumer Products’ ‘Campa Ashram’ provided dedicated resting spaces to ensure comfort for travelers.

PhonePe offered affordable travel insurance starting at Rs 59 for train or bus travel and Rs 99 for domestic flights. Vodafone Idea partnered with Shemaroo to provide live streaming of Maha Kumbh 2025.

IIFL Foundation collaborated with Mela authorities to launch 15 emergency medical support boats. 

Relaxo Footwear catered to both traditional and urban pilgrims with its brands like Bahamas, Flite, and Sparx, setting up kiosks across the grounds.

Ixigo launched a microsite featuring bookings, ritual events, and key dates. Its AI-powered itineraries led to a 2.6x rise in bookings, particularly among Gen Z and millennials. ITC’s Mangaldeep introduced a digital innovation using AR experiences with rituals and bhajans on the ground.

Asian Paints launched ‘Divine Intersections,’ installing 30-ft Neo Bharat Latex Paint cans equipped with LED screens displaying real-time images of missing individuals, serving as a beacon of hope for reuniting lost pilgrims.

Himalaya BabyCare introduced the ‘Prepare Your Baby Bag’ campaign, promoting shared parenting through a fun challenge where parents packed essential baby care items. The initiative not only spread awareness about equal caregiving but also donated over 500 baby bags to orphanages, ensuring care for underprivileged infants.

Maha Kumbh 2025 proved to be more than just a spiritual event—it became a massive marketing ground where brands blended tradition, technology, and innovation to create memorable experiences. By integrating on-ground activations with digital campaigns, companies ensured maximum visibility while engaging with millions of pilgrims in meaningful ways. As the Maha Kumbh continues to evolve, it remains a testament to how cultural gatherings can serve as powerful platforms for brand storytelling and consumer engagement.