India Inc is investing ₹3,000 crore in branding for the Maha Kumbh in Prayagraj, a 45-day mega event drawing 400 million devotees. Companies like HUL, Coca-Cola, and Dabur are eager participants, setting up stalls, launching unique experiences, and targeting II and III-tier cities. Emami and ITC are preparing purpose-led initiatives. The event showcases a blend of business opportunities and brand commitment, fostering engaging consumer connections and community spirit.
India Inc Embraces Opportunity at Maha Kumbh with ₹3,000 Crore Branding Investment
India Inc is gearing up for a grand showcase at the upcoming Maha Kumbh in Prayagraj, with a collective investment of over ₹3,000 crore earmarked for branding and marketing activities. This significant spend underscores the immense potential that companies see in the 45-day long mega event, which occurs every 12 years, commencing on January 13 and expected to attract a staggering 400 million devotees.
The enthusiasm among companies is palpable, with a surge in interest from both domestic and international entities across various sectors. Raj Mohanty, Vice President at Crayons Advertising, expressed, "Our phones are ringing constantly with queries from FMCG, pharma, low-cost mobility providers, EVs, and UPI gateways. This being the largest religious gathering globally, brands are striving to maximize their visibility and engagement."
Notable names such as HUL, Coca-Cola, ITC, Bisleri, Parle, Dabur, Paytm, Emami, as well as players in the mobility and EV industries, are among those keen to participate, as confirmed by the event organizers.
Companies are going all out in their marketing endeavors, setting up stalls, appointing distributors, and streamlining supply chains. They are introducing innovative strategies such as launching spiritual packs, leveraging social platforms like Instagram, and creating immersive experiences through interactive booths, virtual reality zones, and branded lounges.
Dabur, for instance, is focusing on enhancing consumer connections through a series of activations for its prominent brands. Mohit Malhotra, CEO of Dabur, shared, "We are introducing unique initiatives like 'Dant' snan zones with automated toothpaste dispensers and branded changing rooms for women devotees, among other thoughtful offerings."
Moreover, companies are eyeing the opportunity to tap into markets in II and III-tier cities while extending samples to international visitors. Despite subdued consumer demand in recent quarters, brands like Emami view the Kumbh Mela as a prime platform for engaging with a wide audience and reinforcing brand presence.
ITC, known for brands like Mangaldeep, Bingo, and Yippee, is gearing up for ground-level activations and purpose-driven campaigns during the Kumbh festivities.
To address logistical challenges, companies are strategizing partnerships for automated parking solutions and eco-friendly transportation services, ensuring a seamless experience for attendees.
The fervor surrounding India Inc's participation at the Maha Kumbh not only highlights the business opportunities presented by the event but also underscores the commitment of brands to connect with consumers in innovative and impactful ways, fostering a spirit of engagement and community at this iconic gathering.
