Marketing spends for Maha Kumbh 2025 expected to reach Rs 3,000-3,200 cr: Experts

The Maha Kumbh 2025, set to be one of the largest spiritual gatherings in the world, offers an unparalleled platform for brands to engage with millions of people from diverse backgrounds. With its immense cultural, spiritual, and historical significance, this event is not only a celebration of faith, but also a golden opportunity for brands to connect with an audience that spans across generations, geographies, and beliefs. As Bharat gears up for this monumental occasion, the Maha Kumbh 2025 presents an exciting prospect for brands to strengthen their presence and make a meaningful impact.

A Sacred Opportunity for Brands to Shine

For brands, the Maha Kumbh is more than just a religious or cultural event, it’s a dynamic platform to amplify visibility, foster meaningful consumer engagement, and drive business growth. With the 2025 edition promising to be bigger than ever, brands are gearing up to make the most of this massive gathering.

The Convergence of Tradition and Modern Marketing

The Maha Kumbh Mela is not just a festival; it is a powerful ecosystem of opportunities for brands to connect with millions on a deeply emotional and cultural level. 

Gaurav Tayal, Divisional CEO, Matches & Agarbatti Division, ITC, aptly captures this sentiment, “Through participation in the Maha Kumbh, Mangaldeep aims to foster deeper emotional connections with its target audience, increasing brand love and loyalty. The activations are designed to significantly enhance brand awareness among devotees, positioning Mangaldeep prominently in their minds. Ultimately, the initiative is a strategic step toward solidifying Mangaldeep’s reputation as the preferred brand for all pooja needs, reinforcing its role as a trusted enabler of devotion and well-being.”

Tayal further elaborates on the brand’s unique approach, “Mangaldeep’s participation in the Maha Kumbh is deeply rooted in its promise of being an enabler of devotion and fostering a sense of well-being among its audience. By organizing the Maha Hawan using its iconic Sambrani Cups, Mangaldeep provides a live, experiential interaction with its products, enhancing their relevance in devotional rituals.”

This blend of tradition and innovation defines the Maha Kumbh’s value for brands like Mangaldeep. The brand extends its connection to the spiritual ethos of the event through standout activations such as the Mangaldeep Jalbatti and an immersive 360-degree AR Maha Kumbh Experience, which bring a modern edge to traditional practices.

A Convergence of Diverse Backgrounds, Cultures, and Beliefs

According to Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Ltd, “The Maha Kumbh is not just a spiritual event, but a convergence of people from diverse backgrounds, cultures, and beliefs. It, therefore, presents unparalleled opportunities for brands to create meaningful connections with their audience during the month-long celebration. As an organization, we have been actively participating in melas and see immense potential to deepen our reach and generate brand awareness. Furthermore, engaging with a diverse set of audiences directly allows us to gather invaluable insights into consumer behaviour, preferences, and trends, which help us craft our marketing/ communication strategies.”

Modern Solutions for a Diverse Audience

The Mahakumbh isn’t just about spirituality; it’s a place where tradition intersects with modern solutions. This blend is crucial for brands like PayNearby, which is focusing on essential digital and financial services for the yatris.

Jayatri Dasgupta, Chief Marketing Officer, PayNearby, shares, “The Maha Kumbh Mela is where tradition meets modern solutions. For brands, it presents a unique chance to engage with over 400 million yatris from diverse demographics, geographies, and cultures in one place. PayNearby will assist Kumbh yatris with cash withdrawal (ATM services), mobile recharges, and train ticket bookings. Through our presence at Mahakumbh, we aim to empower communities and ensure seamless access to essential digital and banking services.”

Such initiatives highlight the potential of the Mahakumbh as a hub for brands to position themselves as enablers in the lives of consumers while addressing their practical needs.

Purpose-Driven Marketing for Loyalty and Trust

The Maha Kumbh also provides a fertile ground for purpose-driven marketing, which has become a cornerstone for modern brands. According to Sidhharrth S Kumaar, Founder, NumroVani, sees the event as a great opportunity, especially in aligning around purpose-driven marketing and enhancing overall brand recall and loyalty among users. “For us, Maha Kumbh is a natural synergy, and we are expecting a significant number of Gen Z and Alpha attendees from Tier 1, 2, and 3 cities, which aligns perfectly with our target group,” he said.

Kumaar also points out the growing influx of foreign tourists, which further consolidates the event’s potential for brands aiming to build global resonance. He adds, “Our expectation is to create brand loyalty by connecting to an emotional cause and instilling purposeful trust in our outreach.”

The Path to Building Connections and Loyalty

The Maha Kumbh’s diverse audience – from rural devotees to urban tourists – offers a unique challenge and opportunity for brands to tailor their strategies. Jatinder Paul Singh, CEO and Co-Founder, Viacation, notes, “The Maha Kumbh Mela can be an extraordinary opportunity for brands to connect with a diverse audience. The crowd includes thousands of devotees and tourists from different parts of the country and the world, so brands are expected to utilize this platform to build connections and enhance brand loyalty.”
Singh emphasizes that brands that align themselves with the event's spiritual and cultural significance can gain not only visibility but also trust and goodwill, key elements in building long-term consumer relationships.

A Diverse Spectrum of Brand Engagements

Maha kumbh 2025 is set to witness unprecedented marketing investments as brands across industries aim to leverage the event's massive footfall and cultural significance. With millions expected to gather, companies are allocating significant budgets to secure prime placements and execute innovative promotional strategies. Key industries poised for higher visibility include:

FMCG: Leveraging high attendance for product sampling and driving sales of daily-use essentials.

Telecom: Rolling out digital service offers and tailored packages for rural audiences.

Healthcare and Pharmaceuticals: Running health camps and awareness drives to foster wellness among pilgrims.

Automobiles and Mobility Solutions: Showcasing transportation innovations tailored for pilgrims’ convenience.

Technology and E-commerce: Highlighting Bharat-centric solutions to connect with diverse audience segments.

Industry Speak

Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Ltd, shares his thoughts on this innovative activation, “This year, at Maha Kumbh Mela 2025, Bingo! Tedhe Medhe is stepping into the heart of India’s cultural epicenter with Bhaukaal Lok, a dynamic celebration of Uttar Pradesh’s vibrant traditions and flavors. Further, with innovative touchpoints like the UP Wala Jalwa reel-making booth, attendees can revel in the quirky essence of UP through music, props, and regional charm, while the BYOB (Bring Your Own Bingo) Chaat Zone serves up iconic fusion flavors, seamlessly blending UP's culinary legacy with Bingo!'s signature Chatpata Twist, Masala Tadka, and Xtraa Teekha. The Bingo Bonfire adds a unique experiential layer, featuring the Tedhi Medhi Mandali and offering fiery flavours with entertaining warmth.”

He adds, “To stand out amidst the Maha Kumbh’s lively atmosphere, Bingo! Tedhe Medhe is employing a strategic media mix, combining on-ground activation, social media contests, and influencer collaborations. By focusing on authentic storytelling and engagement while keeping the religious sentiment alive. This campaign underscores ITC Foods’ commitment to delivering consumer-centric innovations and memorable experiences. Through its presence at the Maha Kumbh, Bingo! Tedhe Medhe is not just celebrating culture but fostering lasting bonds, ensuring it remains the go-to snack for every occasion, especially with a unique UP-style twist.”

Jayatri Dasgupta, CMO, PayNearby, adds here, “Maha Kumbh serves as a marketing canvas for brands across sectors, offering an unparalleled platform to engage with a diverse audience. It also provides a significant boost to local businesses and MSMEs, driving footfall and revenue. Categories like FMCG, healthcare, financial services, and technology are poised to dominate, addressing the immediate needs of Kumbh yatris. For instance, health camps offering free check-ups, mobile ATMs, and seamless train ticket bookings enrich the overall experience for attendees.”

Sidhharrth S Kumaar, Founder, NumroVani: “Marketing spends for Maha Kumbh 2025 are expected to reach Rs 3,000-3,200 crore. We, at NumroVani, have strategically prioritized Maha Kumbh in our plans, dedicating significant investments from the past two quarters. Industries like tourism, hospitality, spirituality, astrology, and FMCG will undoubtedly have a strong presence.”

Jatinder Paul Singh, CEO and Co-founder, Viacation, says, “We foresee substantial marketing investments as brands acknowledge Maha Kumbh 2025’s immense potential. Categories like travel and tourism, hospitality, wellness, and technology are expected to dominate. Brands that focus on community engagement and value-driven experiences will stand out with innovative campaigns aligning with the spiritual and cultural ethos of the event.”

Maha Kumbh 2025 not only provides a platform for large-scale marketing but also fosters a sense of collaboration and innovation, as brands and local businesses unite to create a meaningful impact for millions of attendees.

Tech-Driven Innovations Shaping Mahakumbh 2025

Since the last Maha Kumbh in 2013, technology has made significant strides, transforming the way brands engage with audiences. From immersive experiences to real-time connectivity, technological innovations are setting new benchmarks for brand interaction at Maha Kumbh 2025.

Seamless Integration of Physical and Digital Experiences

“The technological advancements since the last Maha Kumbh have allowed Mangaldeep to create a 360-degree experience for devotees, blending physical and digital engagements seamlessly,” says Gaurav Tayal, Divisional CEO, Matches & Agarbatti Division, ITC.

“With innovations like the immersive 360-degree AR Maha Kumbh Experience, devotees can now perform rituals such as Shahi Snaan, Deep Daan, and Aarti virtually, bringing the spiritual essence of the mela to their fingertips. This digital intervention not only enhances engagement but also exponentially increases the brand's reach, amplifying awareness of its initiatives. By leveraging technology, Mangaldeep ensures its presence is both meaningful and impactful, connecting with audiences across geographies and platforms.”

Real-Time Engagement through Geolocation and Mobile Advertising

Highlighting the evolution of marketing strategies, Jayatri Dasgupta, CMO, PayNearby, says, “Technology has transformed marketing and branding over the past decade, changing how brands connect with their audiences. With tools like geolocation and mobile advertising, brands can deliver real-time, contextually relevant messages to yatris, enhancing engagement. Social media and live-streaming amplify brand visibility beyond the physical boundaries of the mela, reaching millions globally. At PayNearby, we are providing solutions such as on-site cash withdrawal services, mobile recharges, and train bookings to enhance convenience for millions of yatris.”

Immersive Experiences and Amplified Reach

“Technological developments since the last Maha Kumbh have revolutionized how brands interact, advertise, and expand exposure,” notes Sidhharrth S Kumaar, Founder, NumroVani.

“Artificial intelligence-powered personalization and geotargeting deliver tailored campaigns, while smartphones, live streaming, and QR codes enable real-time digital involvement. Immersive AR/VR experiences captivate both on-site and remote audiences, and social media amplification – through influencer marketing, hashtags, and user-generated content – extends reach. With AI and machine learning providing actionable insights, hybrid campaigns across physical and digital platforms enable brands to forge meaningful, quantifiable connections with diverse audiences,” he added.

Advances in Technology as a Driver of Engagement

According to Jatinder Paul Singh, CEO and Co-founder, Viacation, “Advances in technology since 2013 will be the main driver of brand engagement during Maha Kumbh 2025. Augmented reality experiences, mobile apps, social media campaigns, and targeted digital advertising are just a few ways brands can increase their visibility and interaction with audiences. Real-time engagement through live streaming and virtual events will allow brands to reach those present at the Mela and also the larger digital audience.”

Maha Kumbh 2025 promises to be a blend of tradition and innovation, where cutting-edge technology enhances the spiritual and cultural experience for millions. Brands leveraging these innovations will not only create impactful campaigns but also resonate deeply with the event's essence and its vast audience.

Sharpening focus on Bharat through Regional Campaigns

The Maha Kumbh Mela, a significant event that attracts millions from Tier 2, Tier 3, and rural markets, offers a unique opportunity for brands to tailor their campaigns for Bharat. To successfully connect with this diverse audience, brands must adopt a hyper-local approach. This can be achieved by focusing on regional languages, cultural relevance, and localized offers.

Here’s how leading industry figures suggest brands can sharpen their focus on Bharat:

Gaurav Tayal, Divisional CEO, Matches & Agarbatti Division, ITC: "Since the mela has a mass crowd, it's crucial for brands to focus on Bharat through regional integrations. A hyper-local strategy will not only make the campaign more relatable but also enhance its impact among audiences from diverse cultural backgrounds."

Mangaldeep, for instance, has deeply committed to connecting with Bharat’s diverse audience by integrating regional elements into its campaign. All brand communication and activations at the Maha Kumbh will be in vernacular languages, ensuring a strong resonance with local culture and traditions. The brand’s activations are designed to seamlessly participate in age-old rituals performed by devotees, making it an authentic part of their spiritual journey. By being present at key touchpoints, Mangaldeep aims to create meaningful engagement.

Jayatri Dasgupta, CMO, PayNearby: “The Mahakumbh Mela is a vibrant reflection of Bharat's diversity. To make an impact, brands need to adopt a regional approach that feels personal and authentic. Communicating in local languages is essential, as it ensures that the message resonates deeply with the audience. At PayNearby, we prioritize this in our outreach."

Dasgupta emphasizes the importance of local activations and collaborations with regional influencers. Additionally, leveraging traditional channels like regional newspapers, local radio, and community influencers can significantly enhance engagement. On-the-ground activities at the Mela, such as interactive stalls or workshops, offer great opportunities to build trust and awareness while addressing local needs.

Sidhharrth S Kumaar, Founder, NumroVani: "By leveraging localized messaging in regional languages and incorporating culturally relevant storytelling, including local folklore and traditions, marketers can create impactful ads that effectively engage Bharat during Mahakumbh 2025. Collaborating with local influencers and executing on-ground activations will build deeper connections."

Kumaar also highlights the role of conventional media like radio and local newspapers, alongside digital tools like mobile-friendly campaigns and WhatsApp marketing, to guarantee a broad reach across Bharat.

Jatinder Paul Singh, CEO and Co-Founder, Viacation: "Brands must design their campaigns according to the local culture, language, and values to effectively connect with Tier 2, 3, and rural audiences. Engaging with local influencers and using grassroots marketing tactics will amplify the message. Additionally, utilizing popular digital platforms in these regions helps build meaningful relationships with consumers in Bharat."

Singh emphasizes the importance of region-specific content that speaks to the beliefs and lifestyles of local communities, ensuring authenticity in every interaction.

Maha Kumbh 2025 offers brands a unique opportunity to engage with an audience spanning millions of devotees, tourists, and pilgrims from across the globe. By blending tradition with innovation, leveraging technology, and focusing on purpose-driven marketing, brands can create deep, lasting connections with Bharat's diverse population. With the right strategies, Mahakumbh 2025 promises to be a landmark event for brand growth and consumer loyalty.