Introduction
The Maha Kumbh Mela is not just the largest religious gathering in the world; it’s also one of the biggest marketing opportunities for brands. With millions of devotees taking a dip in the holy waters, businesses have been diving headfirst into digital campaigns to grab attention. And let’s be honest, if a brand can survive the crowd chaos of Kumbh, it can probably survive anything!
While some brands focused on on-ground activations, others leveraged the power of digital marketing to reach a global audience. Here’s a look at some of the most creative, impactful (and slightly hilarious) digital ad campaigns from Maha Kumbh Mela 2025.
1. Sri Mandir App’s #HarGharKumbh Campaign
Tagline: Can’t visit Kumbh? Bring Kumbh home!
- The Sri Mandir app launched a virtual darshan and puja booking service, ensuring that devotees could participate in rituals without leaving their homes.
- The campaign went viral on Instagram & Twitter, with influencers sharing their remote Ganga Snan experiences. (Spoiler: pouring a bucket of water on yourself at home doesn’t quite feel the same.)
- The hashtag #HarGharKumbh trended as users shared funny attempts at recreating the experience at home – from bathtubs filled with Gangajal to makeshift temples in balconies!
2. ONDC’s Prasad Delivery Service
Tagline: “Skip the queue, get blessings delivered!”
- The Open Network for Digital Commerce (ONDC) launched an online prasad delivery service in partnership with Paytm & Snapdeal.
- Devotees could order prasad from iconic Kumbh temples and receive it within 7 days (because express shipping for blessings is now a thing!).
- Social media was flooded with memes about divine home delivery, with one user tweeting: “My pizza took longer to arrive than my prasad. Definitely divine intervention!”
3. Coca-Cola’s ‘Maidaan Saaf’ Digital Awareness Campaign
Tagline: “Cleanliness bhi, Coke bhi!”
- Coca-Cola launched a sustainability campaign, encouraging pilgrims to keep the Kumbh Mela grounds clean.
- The brand tied up with influencers who posted challenge videos: “Drink a Coke, Pick Up 5 Pieces of Trash!”
- The campaign made headlines when a group of volunteers turned discarded Coke bottles into eco-friendly lamps.
4. Amazon India’s Portable Bed Initiative
Tagline: “From Cart to Comfort – Amazon’s Kumbh Special!”
- Amazon India repurposed its cardboard packaging into portable beds for tired pilgrims.
- The campaign, promoted through YouTube & Twitter, featured pilgrims humorously reviewing their “Amazon beds” as “5-star accommodations with zero booking charges!”
- One viral tweet read: “Finally, a bed I don’t have to assemble myself. Thanks, Amazon!”
5. ITC Mangaldeep’s Spiritual Engagement
Tagline: “Where there’s smoke, there’s spirituality!”
- ITC’s Mangaldeep brand distributed free incense sticks and set up meditation zones at the Kumbh Mela.
- Digital ads focused on the idea: “Even amidst chaos, find your peace”, featuring monks meditating while crowds chaotically took selfies around them!
6. Fevicol’s ‘We Will Stick Together’ Social Media Campaign
Tagline: “Lost in Kumbh? Fevicol keeps families together!”
- Fevicol’s witty campaign played on the age-old joke of kids getting lost in Kumbh Mela, promising that “If only your parents had Fevicol, you wouldn’t have been separated!”
- They installed sticky benches (literally, you couldn’t move easily!) to highlight their tagline.
- Instagram was flooded with pictures of people struggling to get up, captioned: “Fevicol ne baithaya, uthne nahi de raha!”
7. BlinkIt’s Instant Delivery Promotions
Tagline: “Blink and it’s there – Kumbh Edition!”
- BlinkIt set up temporary stores in Prayagraj to deliver essentials instantly to pilgrims.
- Social media was abuzz with tweets like “Ordered water, got it in 5 minutes. Ordered my train ticket home, still waiting…”
8. Voice-Activated Prayer Walls
Tagline: “Find Solace in Spirituality”
- Installed voice-responsive digital walls where devotees could speak prayers.
- Brands like Tata Tea sponsored “Chai Breaks” with voice-activated chai vouchers.
- Merges tradition with voice-AI tech.
9. WhatsApp Chatbot for Devotee Assistance
Tagline: “Swasth Kumbh, Swasth Bharat”
- A Dettol-branded chatbot provided real-time updates on sanitation zones, medical aid, and crowd density.
- Users could request help via voice notes.
- Solves practical attendee needs while embedding brand utility.
10. Interactive Digital Pilgrimage Maps
Tagline: “Navigate with Faith, Navigate with Ease”
- Created an app with AI-powered crowd navigation and branded pit stops (e.g., “Rest at Emami Zone”).
- Users earned badges for visiting sponsored locations.
- Enhances user experience while driving footfall to branded zones.
Conclusion: The Power of Digital at Maha Kumbh
These campaigns prove that digital marketing at Kumbh Mela is more than just brand promotion; it’s about engaging audiences in meaningful, humorous, and innovative ways. From virtual darshans to sticky Fevicol benches, brands found creative ways to leave an impact while respecting the spiritual significance of the event.
As Maha Kumbh Mela grows bigger every year, expect even wilder, funnier, and more engaging digital campaigns in the future. Until then, let’s just hope Fevicol benches don’t become a permanent feature!
