Maha Kumbh Prayagraj – 38 Days to Go - Brands to spend INR3,000 Crores

  

Maha Kumbh Prayagraj – 38 Days to Go -  Brands to spend INR3,000 Crores

 

There are 38 days to go, before the inauguration of Kumbh Mela 2025 in Prayagraj.

Preparations are in full swing.

Brands are willing to spend around Rupees Three Thousand Crores during the Kumbh Mela in Prayagraj.

Do plan to visit Maha Kumbh Mela 2025

Link to my earlier Blog @ https://innovationinbanking.blogspot.com/2024/12/maha-kumbh-prayagraj-39-days-to-go-pm.html

Welcome to the 2025 Maha Kumbh Mela, world's largest congregation of people!

Join lakhs and lakhs of visitors/devotees  in this grand spiritual gathering to experience the vibrant culture, devotion, and unity

The Maha Kumbh Mela 2025 is scheduled to begin on January 13, 2025, and conclude on February 26, 2025.

 

The event will take place in Prayagraj, Uttar Pradesh.

The Kumbh Mela is a Hindu religious pilgrimage and one of the world's largest religious fairs.

Indian companies are set to spend ₹3,000 crore on branding and marketing at the Maha Kumbh in Prayagraj, seeing it as a significant consumption opportunity with 400 million expected attendees.

Major brands from various sectors are planning extensive on-ground activations and consumer engagement strategies to maximize their visibility and connect.

Crayons Advertising has acquired the advertising rights for the Maha Kumbh. The team is extensively busy responding to queries, both from domestic and international companies.

As there are only 38 days to go for the Live date, the pace is very hectic.

There’s overwhelming interest from FMCG, pharma, low-cost mobility providers, EVs and UPI gateways.

HUL, Coca-Cola, ITC, Bisleri, Parle, Dabur, Paytm and Emami as well as mobility players and EV companies are among those interested in the event, organisers said.

 

Companies are doubling down on marketing spending, setting up stalls, appointing distributors and readying supply chains, launching spiritual packs, and even using social platforms like Instagram, an executive organising the event said.

Apart from usual regular stalls, visitors / devotes will experience interactive booths, virtual reality experience zones, installations, branded lounges, and engagement touchpoints.

Dabur has planned a series of consumer activations to strengthen connect with users for most of  their  power brands.

Visitors / Devotees can look forward to ‘Dant’ snan zones inside the Kumbh premises with automated toothpaste dispensers, while its Amla and Vatika brands are setting up over 100 branded changing rooms for women devotees at the ghats.

 

Other plans include setting up hair dryers and pampering zones inside the changing rooms, offering immunity shots, setting up baby care rooms (a brand association with its Lal Tail brand), a life-size Amrit Kalash installation, and creating kamandal shaped packs for pilgrims to carry holy water.

 

Makers of daily essentials said they are aiming to leverage the dual opportunity of tapping more consumers from II and III-tier cities and offering samples to international visitors.

 

Emami, which makes Navratna therapeutic oil and Boroplus antiseptic skin-care products are prepping up with definite strategies to engage with consumers and enhance brand presence.

As of now, more details about Emami are not available in public domain.

 

ITC’s brands, including Mangaldeep incense, Bingo chips and Yippee noodles, are planning on-ground activations and purpose-led initiatives for Kumbh.

 

The below is more interesting.

Parking solutions provider Park+ has come onboard to provide automated parking solutions while tieups for environment-friendly transportation options with electric three-wheeler service providers are in the works.

 

The use of cash for parking at a festival of this scale leads to a lot of chaos. We are expecting up to 25 lakh vehicles during the festival. We will provide parking solutions linked to Fastag,” said Amit Lakhotia, chief executive officer, Park+. “There are several ongoing discussions to integrate intra-city transport on our app for the mela. Besides, we are looking at setting up a few electric vehicle charging stations for ease of EV owners,” Lakhotia added.

The event can’t be compared to the consecration ceremony at the Ram Mandir in Ayodhya in January this year or other spiritual places, given its scale.

Parle Products, maker of Hide & Seek and Monaco biscuits, is in talks with suppliers to fulfil the demand and not create any bottlenecks.

 

Since the Maha Kumbh is returning after a gap of 12 years, and now religious fervour and spirituality have become very big in India, the revenues with previous Kumbh melas are not comparable.

It's a time for devotees to bathe in the Ganges, Yamuna, and Saraswati rivers to cleanse themselves of sins and gain spiritual merit.

The Kumbh Mela is also a celebration of unity, faith, and renewal.

 

Some key dates for the 2025 Kumbh Mela include:

 

January 13, 2025: Paush Purnima - Monday

 

January 14, 2025: Makar Sankranti (First Shahi Snan) - Tuesday

 

January 29, 2025: Mauni Amavasya (Second Shahi Snan) - Wednesday

 

February 3, 2025: Basant Panchami (Third Shahi Snan) - Wednesday

 

February 4, 2025: Achla Saptami - Thursday

 

February 12, 2025: Maghi Purnima -  Wednesday

 

February 26, 2025: Maha Shivratri (Final Snan) - Wednesday

 

The Kumbh Mela is celebrated four times every 12 years in four different locations in India.

 

The location of the Kumbh Mela rotates between the four pilgrimages on sacred rivers.

 

Disclaimer: These are my personal thoughts only.

Copyrights, if any, belong to the copyright owner only.

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