How ITC Mangaldeep wooed Bharat at Maha Kumbh 2025

As part of ITC’s strategic expansion in the FMCG sector, the company entered the Agarbatti (incense sticks) market in 2003, leveraging its core strengths in brand building, nationwide distribution, and innovative product development. Over the years, ITC Mangaldeep has emerged as a leader in the space, deeply embedding itself in India’s spiritual and cultural fabric.

The Maha Kumbh, one of the world’s largest religious gatherings, presented a unique opportunity for ITC Mangaldeep to further strengthen its connection with devotees through innovative and meaningful initiatives. From immersive Augmented Reality (AR) experiences to the eco-conscious Jalbatti initiative and the socially responsible Lajja Kaksh, ITC Mangaldeep’s engagement at Maha Kumbh was a masterclass in blending tradition with modernity.

In conversation with Adgully, Gaurav Tayal, Divisional CEO, Matches and Agarbatti Division at ITC, shares insights into ITC Mangaldeep’s Maha Kumbh initiatives, the brand’s evolving role in devotional experiences, and how technology and social impact are shaping the future of spiritual engagement in India.

Maha Kumbh is one of India’s grandest religious events. How was your brand’s experience and how do you see brand integration with such festivals evolving in the future?

Maha Kumbh offered ITC Mangaldeep a profound platform to deeply connect with devotees on both spiritual and emotional levels. The overwhelming appreciation for our integrated on-ground and digital initiatives highlighted the value of authentically engaging with culturally significant events. Our AR experience and the Jalbatti initiative particularly resonated, drawing remarkable attention and acclaim from devotees nationwide. Looking ahead, we envision deeper, technology-driven integrations that emphasize sustainability, community welfare, and innovative devotional experiences to forge stronger, lasting bonds with spiritual audiences.

ITC Mangaldeep’s marketing approach is nuanced and crafted to reach a vast audience. What were the key pillars of your Maha Kumbh marketing strategy?

Our marketing strategy thrived on cultural relevance, technological innovation, and social responsibility. Cultural relevance drove emotional connection, embedding authentic narratives and respecting traditions. We adapted storytelling for modern audiences, bridging generational gaps. Technological innovation expanded reach as the AR experience provided immersive experiences, social media enabled interaction, and data analytics personalized messaging. The AR Maha Kumbh campaign exemplified this, democratizing spiritual access.Social responsibility was core. Initiatives like Lajja Kaksh addressed real needs, building trust and shared values. We aim for meaningful connections, not just to meet the numbers. This integrated approach—cultural sensitivity, technological advancement, and social impact—drove effective audience engagement.

The Jalbatti initiative has seen a remarkable surge in demand, growing from 10,000 to 100,000 sticks. What do you think is driving this exponential rise? How does this demand reflect devotees’ evolving spiritual and emotional connection with sacred rituals?

Owing to the overwhelming response from devotees visiting the ghats for Jalbatti, we decided to distribute 10 times the originally planned quantity. This surge in demand was driven by a powerful synergy of environmental consciousness, innovative authenticity, and an evolving spiritual connection among devotees. Increasingly, individuals seek rituals that reflect their values, particularly a deep respect for the environment. The Jalbatti, crafted from alum, a traditional water purifier, directly connects to keeping the sanctity of our sacred rivers intact.

This innovative product demonstrates a thoughtful approach to spiritual practice, blending tradition with ecological responsibility, and resonates deeply with those seeking a more meaningful connection. The widespread distribution and heightened awareness of Jalbatti further contribute to its popularity, reflecting a broader shift towards conscious spirituality where devotion and environmental stewardship are intrinsically linked.

The AR Maha Kumbh campaign allowed devotees worldwide to experience the event virtually, garnering 27 million engagements. Could you walk us through the conceptualization of this initiative?

The Mangaldeep AR Maha Kumbh campaign was conceived to address a fundamental challenge, the physical limitations preventing devotees worldwide from experiencing the sacred Maha Kumbh pilgrimage. Recognizing that millions could not undertake the arduous journey in person, Mangaldeep sought to bridge these geographical boundaries, offering a deeply immersive virtual experience. The experience aimed to democratize access to this profoundly spiritual event, bringing the essence of the Maha Kumbh to devotees’ fingertips, regardless of their location.

The AR experience encompassed a range of engaging activities, as they virtually experienced Maha Kumbh rituals such as Shahi Snaan, Deep Daan, and Aarti through an immersive 3D AR journey. Users could virtually experience the holy rituals of Maha Kumbh and learn about the diverse spiritual practices associated with the event. By transforming passive observation into active participation, the campaign ensured an enriching and deep personal experience, fostering a sense of connection and shared devotion. This innovative approach resonated powerfully with a global audience, resulting in an astounding 27 million engagements.

How do you see technology reshaping devotional experiences in India, especially with innovations like AR? What key learnings did you gather from this engagement, and how does ITC Mangaldeep plan to build on this success?

Technology has undeniably revolutionized devotional experiences, acting as a powerful catalyst for spiritual engagement in the modern age. Innovations like Augmented Reality (AR) have transcended geographical limitations, unlocking deeply immersive pathways for individuals to participate in sacred rituals remotely. ITC Mangaldeep’s AR experience at MahaKumbh was well received and we also gained learnings such as:

• To truly resonate with devotees, virtual experiences must faithfully represent the cultural and spiritual significance of the rituals they portray.
• Simplicity in user experience is paramount. Intricate or cumbersome interfaces can detract from the spiritual focus, hindering engagement.
• Intuitive and seamless technology is essential for fostering a meaningful connection.

Building upon this success, ITC Mangaldeep is committed to further exploring and integrating digital innovations that elevate spiritual engagement in the coming years.

Setting up 100 mobile changing rooms – Lajja Kaksh – at Maha Kumbh is a significant step in ensuring women’s privacy. What inspired ITC Mangaldeep to launch this initiative? What has been the response from women devotees, and do you see this model being replicated at other large-scale religious gatherings?

The Lajja Kaksh initiative stemmed from a deep-seated commitment to fostering inclusive and respectful spiritual experiences for all devotees, with a particular focus on addressing the often-overlooked needs of women. At large-scale religious gatherings, where millions congregate, necessities like privacy and dignity should be paramount and we wanted to address that requirement. To address this requirement, Mangaldeep established 100 mobile changing rooms, the “Lajja Kaksh”, to provide a safe and private space for women, and these were used by over 6,000 women every day. This initiative was not merely about offering a convenience; it was about acknowledging and upholding the fundamental right to dignity and respect, ensuring that women could fully participate in their spiritual journey without feeling vulnerable or exposed.

The positive and overwhelming response from women underscored the necessity of such provisions, highlighting the significant impact that even seemingly simple amenities can have on the overall spiritual experience. This overwhelming positive feedback has solidified Mangaldeep's resolve to replicate and expand upon this initiative at future large-scale religious gatherings, demonstrating a sustained commitment to creating a more inclusive and dignified environment for all devotes.

How did you balance tradition and modernity in your advertising efforts to resonate with both older and younger generations?

Our advertising strategy focused on bridging the gap between tradition and modernity, and we achieved this by seamlessly blending timeless devotional values with contemporary storytelling techniques. Recognizing the importance of authenticity, we crafted narratives that resonated deeply with diverse audiences, ensuring cultural sensitivity and relevance. We moved beyond simple product promotion, instead focusing on creating emotional connections through relatable stories.

These narratives were designed to transcend generational divides, appealing to both seasoned devotees and younger audiences. By utilizing modern storytelling methods, we made devotional narratives accessible and engaging for today's digitally connected world. This approach fostered a sense of shared experience, reinforcing the enduring power of devotional values while ensuring our message remained fresh and relevant. Our strategy prioritized creating meaningful engagements, fostering a stronger connection between our brand and the spiritual journeys of our audience.

Were there any unique consumer insights that shaped your campaign strategies for Maha Kumbh?

The Maha Kumbh Mela 2025 was one of the largest spiritual gatherings and it presented an opportunity for Mangaldeep to connect meaningfully with millions of devotees. Recognizing that many people may miss out on this once-in-a-lifetime experience, Mangaldeep developed initiatives to make the experience more accessible by developing the AR experience. Understanding the discomfort faced by female devotees due to limited changing facilities after the holy dip, Mangaldeep introduced secure, hygienic changing rooms to ensure their comfort and dignity. Additionally, to help preserve the sacredness of the Ganges amidst mass rituals, Mangaldeep provided Jalbatti, a unique underwater incense to preserve the sacredness of the rivers. Embracing its brand purpose of being an enabler of devotion and sense of well-being, ITC Mangaldeep crafted thoughtful initiatives that ensured Mangaldeep’s presence at the Maha Kumbh was both decisive and impactful.