A fundamental rule in marketing, according to brand consultant Giraj Sharma, is to go where the people are, and the numbers will follow. With 400 million people attending the once-in-144-year spectacle of the Poorna Maha Kumbh, brands that have flocked to Prayagraj are reaping rich rewards.
One key factor highlighted by Sharma is the absence of vehicular traffic beyond a certain point, forcing people to walk a considerable distance to the spot where they can take a holy dip. This presents numerous opportunities for brands to gain visibility. “The sentiment of people attending the Maha Kumbh is very receptive, which is humbling. They are in a benign frame of mind and, at that moment, if a brand message is conveyed, the chances of capturing their attention are high,” he explains.
Mohit Malhotra, CEO of Dabur India, agrees, stating, “This year’s Kumbh Mela has provided us a unique platform to connect with a diverse audience. The vibrant atmosphere and the sheer scale of the Maha Kumbh Mela have allowed us to create memorable experiences for pilgrims and also provided them with an opportunity to touch, feel, and experience our products, thereby building a deeper connection.”
Gaurav Tayal, divisional CEO of the agarbatti and matches division at ITC, is optimistic about the success of the company’s initiatives for the brand Mangaldeep at the Maha Kumbh. These initiatives include distributing 10,000 units of alum bati for immersion in water and offering larger-than-life sambrani cups during the maha hawan. “Additionally, our AR-immersive experience launched on January 23 allows devotees to participate in rituals like shahi snaan, deep daan, and aarti virtually,” Tayal adds.
While people may be more receptive during such events, the plethora of brands present at the mela need to be creative or unique to stand out. Even brands with high relevance, like ITC Mangaldeep or soap and hair care brands from Dabur and HUL, need to find innovative ways to engage with the audience. Some brands have shown that relevance may not always be essential for success.
For example, DSP Mutual Fund’s Garuda Rakshak initiative has made an impact by reuniting lost children with their families using an offline, drone-based search-and-rescue solution. Quick commerce brand Blinkit has set up a temporary store at the Maha Kumbh Mela to deliver a variety of products to pilgrims, including pooja samagri items, fruits, vegetables, chargers, power banks, and towels.
Furthermore, the Open Network for Digital Commerce (ONDC) has made it possible for devotees across the country to receive prasad from the Maha Kumbh Mela without traveling to the holy sites. Through the seller network participant Waayu, devotees can now order prasad from the Bade Hanuman Ji temple in Prayagraj.
In a time of increasing debate on consumption slowdown, the Maha Kumbh presents an opportunity for smart brands to boost their supply chain and distribution channels. The world’s largest congregation is expected to drive consumption demand, particularly in sectors benefiting micro, small, and medium enterprises.
As religious tourism continues to grow rapidly, brands can replicate their strategies from the Maha Kumbh at other holy sites. A Kantar study revealed that one in four Indians has traveled to religious destinations in the past year. ONDC has expanded its prasad distribution service to the Ayodhya temple as well. Brands simply need to follow the Indian pilgrim’s journey and establish a presence there.
Overall, the Maha Kumbh serves as a convergence point for brand creativity, offering brands a unique platform to engage with a diverse audience and drive consumption demand.
