The world has gathered in Prayagraj, where, for the first time in its history, the vibrant energy of millions from all walks of life is on full display. People are coming together to celebrate as one, united by a singular purpose. The Maha Kumbh Mela is expected to attract a staggering 40 crore people, and with the sheer scale of the event, the turnout could exceed expectations, as seen in previous editions of the grand gathering. The streets of Prayagraj are brimming with life, echoing with the hum of devotion and the vibrant energy of millions of attendees.

From Influencers to big giant companies

All are competing to get a glance, at the mela, Banners and billboards line the pathways, showcasing products and services to a sea of pilgrims. There were reports that, Companies have allocated almost 70% of their overall spends on the Kumbh centred around these six holy dips, and are amplifying marketing on social media platforms as well as collaborating with influencers to drive brand engagement. this event is not only a celebration of faith, but also a golden opportunity for brands to connect with an audience that spans across generations, geographies, and beliefs.

Fast-Moving Consumer Goods (FMCG)

From Fast-Moving Consumer Goods (FMCG) companies to banks and startups, companies are using best promotional practices to market their brands at the fair that began on January 13 and will continue until February 26.

For brands, the Maha Kumbh is not just a religious or cultural event—it’s a powerful platform to boost visibility, engage meaningfully with consumers, and drive business growth. With the 2025 edition set to be grander than ever, brands are preparing to seize the opportunities presented by this monumental gathering.

Brands are hustling just as hard as pilgrims for the prime spots at Maha Kumbh 2025 that marketers call as the cultural jackpot with 300 percent higher spends than the 2013 edition. According to a Money Control report, Spends have surged by nearly 300 percent, and compared to the 2019 Ardh Kumbh, there is a 70–100 percent growth Compared to 2013. It suggest that increased spending shows How brands now see the Maha Kumbh as more than a spiritual gathering—a pan-India platform to reach deeper markets and strengthen brand loyalty.

Reports also suggest that the marketing spends were around Rs 1,200 crore–1,500 crore, dominated by traditional media like print, radio, and outdoor in 2013. In 2019 Ardh Kumbh, the figure rose to Rs 2,000 crore–2,500 crore, where an increase in digital activation and influencer campaigns were seen. Maha Kumbh 2025 is expected to exceed Rs 4,500 crore, with a growing emphasis on hyper-targeted campaigns to capture regional and rural audiences.

Marketing Campaigns

Apart from the traditional marketing means, Top brands, including Dettol, Dabur, Pepsico, Coca-Cola, and corporate houses such as ITC and Reliance have set up camp ashrams, lined up their products, and are distributing samples and refreshments.
There are reports suggesting that some industry projections estimate brands are investing around ₹1,800–₹2,000 crore in advertising campaigns across various platforms. These campaigns leverage artificial intelligence (AI)-driven themes, LED outdoor screens, virtual assistants, and mobile apps.

Reliance Consumer Products Ltd(RCPL), the FMCG arm of billionaire Mukesh Ambani led- Reliance Industries, is offering services and product availibility of its consumer products to enhance the pilgri journey.
ITC’s FMCG bands are leveraging the Mahakumbh 2025 oppurtunity to connect with the masses through experimental initiatives at the mega event.

Dettol Banega Swasth India

According to various reports, 3Dettol Banega Swasth India (DBSI) has partnered with Kumbh Mela since 2016. They are providing significant interventions in Ardh Kumbh Melas and Magh Melas across Varanasi, Nashik, and Ujjain. In collaboration with the Akhadas, they are providing millions of soaps to devotees at food-serving areas, promoting healthier practices.

DBSI will also support nearly 15,000 sanitation workers by providing training programmes and making soaps accessible. They have deployed health and hygiene volunteers across all 25 sectors of the Maha Kumbh, with a special focus on Kalpvasis.

Marketing ‘Tantra’ Of Maha Kumbh

The Maha Kumbh has been primarily marketed for its immense significance, occurring once every 144 years, or after 12 Maha Kumbh Melas. It is also said that this 12th Kumbh Mela coincides with a rare celestial alignment of the sun, moon, and Jupiter, making it an extraordinary event. The grand mela, which began on January 13, will continue until February 26.