The Mahakumbh Mela 2025, held at Prayagraj, has turned out to be a historically groundbreaking cultural and spiritual celebration that attracted millions of devotees. The colossal congregation of faith, tradition, and devotion with global convergence. It was a once-in-a-lifetime experience that no one would let go of, nor did some brands. The brands made their smart move by seizing the mammoth gathering to connect with consumers.
Here are the brands that understood the attendees' practical needs, offered solutions, grabbed attention, and thrived in profits.
Let's walk through the brands that made their mark at Maha Kumbh.
Blinkit
More people>greater needs>fewer resources>better opportunity.
Blinkit cracked the code for convenience. They opened a temporary 100 sq ft store at Maha Kumbh to serve pilgrims and tourists. It sensed the low availability of essential products and offered speedy deliveries of necessities, including toiletries, beverages, snacks, etc., to make the attendee's journey more comfortable. They targeted the crowded marketplace, addressed their practical needs, and capitalized on the event's scale.
Mankind Pharma
An overcrowded place with millions of devotees gathering for the Maha Kumbh, the possibility of dehydration, minor ailments, and fatigue was high. It was a real concern for attendees to cope with health challenges in the middle of a massive gathering. This is what Mankind Pharma recognized and offered: free health check-ups, blood pressure monitoring, and first-aid services to pilgrims. They distributed essential medicines and healthcare products, provided expert guidance on product usage and health maintenance, and provided specialized support for common pilgrim health concerns, showcasing their compassionate role in the event.
Eveready
With millions of attendees at Maha Kumbh, managing the massive crowd was challenging. Their safety was a top priority and concern for authorities. Eveready Industries noticed this and provided 5000 Siren torches (DL 12) with powerful safety alarms and Ultima batteries. It also enhanced the spiritual experience of pilgrims by installing 13000 advanced LED lights, including 150W streetlights and 250W floodlights, across expansive grounds to spread vibrancy for millions of attendees and ensure their safety.
ITC Mangaldeep
ITC Mangaldeep did something phenomenal, especially for the ones who were unable to attend Maha Kumbh. It acknowledged the emotional connection people have with Maha Kumbh and their regret of not attending it due to respective reasons. Mangaldeep launched a personalized AR filter allowing users to create unique souvenirs and share their spiritual moments with others. It allowed consumers to experience the spiritual ambiance and rituals through their products. It enabled them to offer dhoop, incense sticks, and candles to connect with the divine energy, irrelevant to the distance.
Lifebuoy
Lifebuoy has been an iconic hygiene soap, making people across the world germ-free. Lifebuoy gave a masterclass of marketing to other brands with what they did. Lifebuoy took a holy dip at Mahakumbh, symbolically immersed in the Ganga through a stunning drone display, and turned out as a New Lifebuoy, New Promise-not just germ protection but complete skin health. It created an emotional connection and transformed a soap into a social movement, making the brand resonate with cultural values and beliefs.
Whether it's about convenience, hygiene, or tech-driven experiences, these brands understood the cultural significance of the historic gathering and demonstrated purpose-led campaigns.
Their branding strategies were a beautiful blend of authentic engagement, social responsibility, technology integration, and experiential marketing. They seized the opportunity to connect with millions of attendees genuinely and weaved themselves into the very narrative and memory of Maha Kumbh.
