The Kumbh Mela, a centuries-old religious gathering, is once again in the spotlight as it kicks off today in Prayagraj, with an expected 450 million attendees. While the event is historically significant for spiritual gatherings, it has increasingly become a massive commercial opportunity for brands looking to tap into an unparalleled audience. This year’s Kumbh Mela is expected to see marketing investments of between ₹1800 crore to ₹2000 crore, making it not just a spiritual event, but a marketing bonanza that rivals global entertainment spectacles like IPL.
A Marketing Goldmine
The scale of the Kumbh Mela is staggering, attracting millions of devotees from around the world. Experts believe that the religious congregation has the potential to reach an audience comparable to that of the Indian Premier League (IPL), which draws around 450 million viewers, or YouTube Indie, with an estimated 476 million users. Brands see the Mela as a golden opportunity to engage with this massive audience through advertising campaigns, marketing activations, and digital amplification.
Major brands, especially from the FMCG, automobile, and smartphone sectors, are prepared to invest heavily in the nearly two-month-long Kumbh Mela. Big names like Coca-Cola, Patanjali, Unilever, Dabur, Airtel, Vodafone, ITC, and Amar Ujala are gearing up for extensive campaigns aimed at driving consumer engagement during this monumental event. Industry estimates suggest that advertising and sponsorship during the 50-day event could result in unprecedented revenue growth.
Unprecedented Advertising Revenue
Historically, brands have recognized the Kumbh Mela as a key platform for consumer engagement. During the 2013 Kumbh, leading brands like Unilever and Vodafone contributed significantly to the revenue generated, which amounted to approximately ₹15,000 crore for the state of Uttar Pradesh. This year, experts from the Confederation of Indian Industry (CII) project that Kumbh Mela 2025 will generate over ₹1.2 lakh crore for the state’s economy. When it comes to advertising, the previous edition in 2019 generated around ₹1000 crore from ads and sponsorships. This year, however, the revenue is expected to multiply by two to three times, thanks to cutting-edge technology, including AI-driven ads, LED outdoor screens, augmented reality (AR), virtual assistants, and dedicated mobile apps. These innovations are expected to become the prime advertising real estate, creating immense visibility for brands across the Mela grounds.
Creative Marketing Takes Center Stage
Brands are also using innovative and creative marketing to make a memorable impact. For instance, ITC’s Matchsticks and Agarbatti division is aiming to connect with the devotees of Kumbh Mela in a meaningful way. ITC will distribute 10,000 units of its distinctive Fitkari Batti, a spiritual incense stick, to create a symbolic connection with the pilgrims. This initiative not only strengthens the spiritual experience of the event but also reinforces the brand’s association with religious and cultural practices. Similarly, Dabur plans to sample its popular products like Red Toothpaste and Chyawanprash during the Mela. The brand will also set up a unique “Dental Bath” station, where pilgrims can brush their teeth with Dabur Red Toothpaste, adding a touch of health-consciousness to their sacred journey.
New Launches and CSR Initiatives
Apart from brand activations, several companies are using the Mela as a launchpad for new products. Audio streaming platform KUKU FM is launching its spiritual app at Kumbh Mela 2025, aiming to extend its footprint into the devotional space. Additionally, the IIFL Foundation is partnering with the Kumbh Mela authorities to launch 15 boat ambulances for providing primary medical care and emergency services during the event.
