Maha Kumbh 2025: How ITC, Dabur & Other Major Brands Are Grabbing Attention!
The Maha Kumb Mela from January 13 to February 26, 2025 attracted millions of pilgrims and tourists. The companies across sectors blended traditional marketing with cutting-edge innovations to leverage this historic occasion for enhancing their brand visibility and consumer engagement.
Reliance Consumer Products Ltd (RPCL)
The key initiatives of RPCL included a dedicated resting area for pilgrims, strategically placed relaxation zones, refreshments and assistance, free hydration stations, directional signage, and guidance boards.
Dabur
The key initiatives of Dabur included collaborating with dhabas and restaurants to offer tastings of its products and setting up changing rooms for women and baby care zones stocked with Dabur’s hair care and baby care products.
ITC
The initiatives of ITC’s Mangaldeep brand included hosting havans and evening bhajans, bringing devotional experiences such as Kumbh Snan and Deepdaan into people’s homes, engaging visitors with interactive reels on Uttar Pradesh’s traditional music and offering fusion dishes inspired by local flavours.
Coca-Cola
Coca-Cola made its mark by introducing beverage pairings with local delicacies, raising awareness about repurposed packaging and waste management, and encouraging collective action towards sustainability.
PepsiCo India
It launched visually striking and practical initiatives by installing a 30-ft illuminated Mountain Dew navigation beacon to aid pilgrims in finding their way, over 500 charging points, and collaborating with electric vehicle services.
PhonePe
PhonePe introduced a unique insurance plan tailored for Kumbh Mela visitors and promoted cashless payments to enhance convenience and security.
Kuku FM
Kuku FM launched Bhakti App which offered over 2,000 hours of spiritual audiobooks, bhajans, and religious teachings.
Bank of Baroda
Bank of Baroda facilitated banking services for attendees, encouraged digital transactions across the event, and placed banking assistance centres.
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