Ultimate confluence of bhakti and brands

The Maha Kumbh 2025 is a chance for brands to strategically position themselves to create a deep emotional connect with consumers

- Gaurav Laghate & Suneera Tandon

The Maha Kumbh 2025 is more than just a spiritual gathering it's shaping up to beamega stage where tradition meets trade, where faith drives footfalls, and where brands have a rare chance to leave a lasting imprint on millions. With a tumout of 400-450 million devotees expected, this isn't just an event-it's a marketer's dream playground. Imagine the impact of your brand being part of the world's largest congregation of humanity. The Maha Kumbh is now the Kumbh of Bhakti and Brands.

The Maha Kumbh is one of Hinduism's most important religious events held every 12 years, at four locations-Prayagraj, Haridwar, Nashik and Ujjain-on the banks of sacred rivers. This year, it's being held in Prayagraj in Uttar Pradesh, where devotees will gather to take a dip in the holy Ganga for spiritual purification. The festival begins on 13 January and concludes on 26 February.

A marketing goldmine

The Maha Kumbh isn't just a religious festival-it's a social and cultural mega event that reflects the pulse of India's heartland. It's an immersive experience where faith, devotion and tradition converge and brands that strategically position themselves here have the opportunity to create a deep emotional connect with consumers.

"We've managed advertising across seven Kumbhs, and every edition brings new experiences. This time, the expectation is around 40 to 45 crore people. The government has done an amazing job in promoting it. The Maha Kumbh has become a significant tourist destination, attracting both domestic and international visitors," said Rajesh Radhakrishnan, chief marketing officer of Vritti Mindwave Media.