Mahakumbh 2025: The Ultimate Shahi Snan for Big Brand Campaigns

The biggest spiritual event of our country Maha Kumbh has pulled an estimated 45-50 crores of attendees to Prayagraj’s Sangam over the past months. As we said earlier also, Mahakumbh 2025​ actually proved to be a hotspot for innovative and high-impact advertising. No wonder why so many big brands poured their crores of rupees to gain visibility at this once twelve-year fair with unique Advertising campaigns in Mahakumbh.

From various FMCG brands to banks and startups, every company used its best promotional practices to bring out their products in front of the audience at the fair that began on 13th January. The Maha Kumbh Mela 2025 will approach its end on 26th February which is quite soon now. Most of the brands have executed their final campaigns and promotions. 

While there are still a few days left to conclude the biggest spiritual gathering of our nation, here we are to discuss everything related to Mahakumbh 2025 advertising and marketing. Moreover, we are going to also learn what we learned from the top marketing campaigns making waves at the holy confluence. 

But before we discuss those key takeaways from this massive event that brands and advertisers should consider for future campaigns, let’s recapitulate the Mahakumbh 2025 advertising market. From what the market was expecting to what was the result, let’s cover it all. 

A Recap of Mahakumbh 2025 Marketing: Data & Insights 

The Maha Kumbh Mela 2025 in Prayagraj has not only been a monumental spiritual gathering but also a significant event for advertisers and marketers. Here’s an overview of the advertising landscape, supported by reliable data:

Attendance and Audience Reach

The festival has attracted an unprecedented number of attendees. Reports indicate that over 400 million visitors are expected during the six-week event, making it the largest gathering of humanity. This massive congregation offers brands an unparalleled opportunity to reach a diverse and extensive audience.

Advertising Expenditure

Brands have recognized the immense potential of the Maha Kumbh Mela and have significantly increased their advertising budgets for various Outdoor advertising at Mahakumbh.

• Total Ad Spend: Industry estimates suggest that advertising expenditures for the event are expected to exceed ₹4,500 crore, with a growing emphasis on hyper-targeted campaigns to capture regional and rural audiences. 
• Individual Brand Investments: Companies are reportedly allocating up to 70% of their marketing budgets specifically for the Kumbh Mela, focusing on key dates and events to maximise impact. 

Economic Impact

Beyond advertising, the Maha Kumbh Mela 2025 is projected to have a substantial economic impact as well:

• Revenue Generation: The event is expected to generate approximately ₹2 lakh crore in revenue, contributing significantly to the local and national economy. 
• Job Creation: An estimated 800,000 jobs have been created in various sectors, including hospitality, transportation, and retail, to support the influx of pilgrims and tourists.

Brand Strategies and Innovations

To capitalize on the unique environment of the Maha Kumbh Mela, brands have employed innovative strategies:

• Digital Integration: Companies are leveraging digital platforms and social media to engage attendees, providing real-time updates, interactive content, and personalized experiences.
• Cultural Relevance: Brands are tailoring their messages to resonate with the spiritual and cultural significance of the event, ensuring authenticity and a deeper connection with the audience.

Top Spenders of The Spiritual Event 

With an estimated ₹4,500 crore spent on advertising during the MahaKumbh Mela 2025, major brands from FMCG, Banking and startups have made significant investments. Telecom brands are also spending between Rs 50 crore and 100 crore each while the smaller regional brands and start-ups are allocating budgets of about Rs 5 crore to 10 crore. Reports suggest that brands are allocating up to 70% of their marketing budgets specifically for this event.

Outdoor & Digital Advertising Market

The advertising demand during the event has surged at rates 8-10 times higher than usual in Prayagraj. Traditional outdoor ads like hoardings, transit branding, and kiosks have dominated the landscape, while digital engagement through social media and influencer campaigns has amplified brand presence.

Words from Our CEO

“Mahakumbh 2025 is not just a religious congregation; it’s a once-in-12-year advertising opportunity that brings unmatched audience engagement. Brands that tapped into this event strategically have unlocked massive visibility and consumer trust.” 

says Raghu Khanna (Managing Director at CASHurDRIVE) 

The combination of massive attendance, increased advertising spending, and innovative marketing approaches underscores the event’s significance in the advertising landscape. After recapitulating the Mahakumbh advertising market, it’s time we go through the amazing campaigns and see what we can learn from them.   

The Important Takeaways From Mahakumbh 2025 For Advertisers:

1. Leverage The Power of Storytelling 

All the advertising experts would agree to the fact that storytelling played a crucial role in brand messaging in Mahakumbh Advertising. All the brands at Kumbh that incorporated emotional and culturally rich narratives into their campaigns resonated or connected more with the audience. 

From compelling billboards on highways to digital video campaigns or influencer-led stories, brands that weaved their messaging into the spiritual essence of Mahakumbh stood out from the clutter. 

Example: Eveready’s Powering the Pilgrimage campaign chooses the path of storytelling by providing torches to the Kumbh Mela police. They likely told stories of how their products help illuminate not just the physical path but also the path of security and safety.  

2. Hyperlocalized Marketing Works The Best 

Mahakumbh Mela has a global presence and we all are aware of that. However, regional and vernacular markets will still be working in wonderful ways. The brands that specifically used Hindi and regional dialects in their messaging saw greater engagement. 

This is because Mahakumbh welcomed devotees from different states and regions. By doing so, the brands created stronger connections and increased the chances for engagement with millions of pilgrims attending the event. 

Example: One of the biggest examples of Hyperlocalized marketing was Blinkit’s temporary store at the Mela grounds. The brand stocked items specifically needed by the pilgrims, saving time and hassle. 

3. Transit Advertising Steals The Show 

As millions of devotees travel to Mahakumbh 2025, mobile advertising through trains, buses, auto rickshaws and cabs did an excellent job. Wrapped transit vehicles acted like mobile billboards, and moved through key areas, providing brands with great attention on the move. 

In fact, a new type of transit branding was done with boat branding which gained immense momentum this year. 

While it was done on a smaller scale it might give great results. Whether it was through branded ride-sharing services or vehicle wraps, these Advertising campaigns in Mahakumbh were highly successful in creating awareness across different touchpoints during the event. 

Example: Adani group has wrapped their brand on almost 150 feeder buses. Likewise, Uber and Ola offered discounted rides to pilgrims, branding their vehicles with Mahakumbh-themed advertisements. Godrej and Paytm also opted for e-rickshaw advertising to improve their brand presence and campaigns at Mahakumbh. 

4. DOOH and LED Screens Maximize Impact 

Digital Out-of-Home (DOOH) advertising, including the use of LED screens, was another impactful Kumbh Mela marketing strategy. These dynamic displays allowed brands to broadcast real-time content in high-traffic areas like entry points, ghats, and markets. 

By combining devotional and promotional content, advertisers ensured their messages blended seamlessly with the spiritual atmosphere, captivating audiences without disrupting the experience.

Example: Many FMCG brands utilized arch gates and public accommodations to present their brand to the audience at Mahakumbh Prayagraj. ITC Mangaldeep used 3D AR technology to allow devotees to virtually participate in key rituals. ITC Bingo also telecasted AI-generated video highlights which highlighted the significance of Poorn Mahakumbh. 

5. Experiential Marketing Drives Engagement 

The benefits of experiential marketing have always been great. The same went for Mahakumbh Mela advertising as well. Experiential marketing proved to be a major success during Mahakumbh 2025. By creating interactive and engaging brand experiences, brands were able to build a deeper connection with attendees. 

Offering immersive, hands-on experiences related to spirituality, wellness, or community welfare helped advertisers leave a lasting impression on the audience. It was a new way of Outdoor advertising at Mahakumbh. 

Example: Dabur has collaborated with all the dhabas and restaurants in Prayagraj city and on the highways to allow consumers to sample its products like Hajmola. The company spent a huge amount on brand activations. 

6. Sustainability Matters More Than Ever 

In present-day times, sustainability is a concept that quite resonates with consumers and Mahakumbh 2025 was no exception. There were so many brands that promoted eco-friendly products and sustainable Outdoor advertising at Mahakumbh. 

These brand initiatives not only aligned with the values of the spiritual event but also gained the support of eco-conscious devotees. Whether it was promoting eco-friendly products, organizing cleaning drives and more, the sustainable advertising approach helped brands really stand out.  

Example: Mangaldeep’s campaign with dissolvable incense sticks, offering an environmentally safe alternative for religious rituals, resonated with pilgrims focused on protecting the environment during their spiritual journey.

7. Influencer and Word of Mouth Marketing Thrived 

Influencer and word-of-mouth marketing gained traction during Mahakumbh 2025, as Instagram influencers and local personalities documented their experiences with the event and the brands they were promoting. 

Pilgrims trusted these influencers, who shared authentic and relatable experiences, resulting in greater brand visibility and consumer trust. The biggest reason why this works is because influencers bring authenticity and credibility and their content reaches a broader audience beyond event attendees. 

Example: Popular Instagram influencers collaborated with brands like Patanjali and Bajaj to share their experiences during Mahakumbh, incorporating brand messaging into their personal storytelling to reach a wider audience.

8. Mobile First Approach is Essential 

With most pilgrims relying on their smartphones for navigation, donations, and updates, a mobile-first approach became crucial for brands. Mobile advertising through apps and websites helped brands reach consumers directly on their devices. 

Additionally, digital payment platforms and mobile-based services provided the perfect opportunity for brands to engage pilgrims through easy-to-use mobile interfaces.

Example: Paytm and Bank of Baroda launched QR code-based booths and mobile ATMs at temples and ghats, driving digital transactions while reinforcing its digital payment ecosystem. 

9. Strategic Placement Boosts Visibility 

Strategically placing advertisements in high-traffic areas is essential to maximizing visibility at an event like Mahakumbh 2025. Brands need to identify key touchpoints where they can capture the most attention, such as near entry points, important ghats, or religious spots. 

This strategic placement helps create brand recall, especially for those pilgrims who may only see the ad once. For example, the branding at arch gates, public accommodations, and buntings was a huge hit and was opted for by many prominent brands. 

Example: Pepsico placed a towering 30-foot illuminated Mountain Dew bottle that served as a landmark in the Kumbh Mela. Catch Spices also established a prominent OOH advertising presence at two strategic locations. Additionally, the Adani group has branding at 11 poles, prasadam points and welcome gates.  

10. Impactful Post-Event Marketing 

Even after the event concludes, brands that maintain their presence through post-event marketing strategies can stay top-of-mind. Post-event OOH campaigns can leverage social media, customer testimonials, and recap content to drive engagement and reinforce the brand’s message. This helps brands maintain momentum and retain a connection with their audience long after Mahakumbh ends.

Example: A popular FMCG brand launched a post-event social media campaign featuring user-generated content from pilgrims who interacted with the brand during Mahakumbh, showcasing their experiences and reinforcing the brand’s spiritual connection.

Final Words! 

In conclusion, we can say that Mahakumbh 2025 proved to be a goldmine for advertisers who approached it with innovation, strategic planning and most importantly cultural sensitivity. All the key takeaways and Kumbh Mela marketing strategies that we discussed above helped advertisers and brands create impactful campaigns that not only reach audiences but also resonate with them on a deeper level. 

Future large-scale events offer immense potential for brands that are willing to engage with sensitivity, creativity, and strategic foresight. The best part? All the campaigns are not just driving brand awareness but some brands are also earning goodwill while enhancing the pilgrim experience. If you want to learn more about the significance of Mahakumbh and what advertising opportunities are there, read our detailed blog :

Maha Kumbh 2025: The Ultimate Branding Playground For Businesses

How CASHurDRIVE Can Elevate Your Brand at Large-Scale Events

CASHurDRIVE specializes in innovative, high-impact outdoor advertising solutions that ensure your brand stands out in events like Mahakumbh.  We were proud to partner with many prominent brands in executing their innovative OOH and DOOH campaigns at Mahakumbh 2025, helping them connect with millions of attendees. Get in touch today to level up your brand reach and leave a lasting impression!