All roads lead to the Mahakumbh Mela that begins on January 13. Brands too have scrambled on to the Mela highway with smart activations and innovative engagements. Dabur, Parle, Coca-Cola, Reliance Consumer Products, ITC Mangaldeep, Aditya Birla Sun Life AMC are just some of the companies out to woo the crores of devotees expected at the holy fair.

“We are seeing 3 to 4X times more brands than in the regular Kumbh,” says Rajesh Radhakrishnan, Co-founder and Chief Marketing Officer of Vritti Mindwave Media that has got the rights for the LED display ad spaces at the mela. Over 250 brands have booked space already, he says. BFSI and fintech brands have shown surprising interest, he says.

A. Balasubramanian, Managing Director, Aditya Birla Sun Life Asset Management Company, says the fund house has launched a special advertisement campaign in UP as the footfall will be very high during the Kumbh Mela time. Though the inflows into the mutual fund industry are not that high currently from the State, he added that expectations are that it can gain momentum as the State is increasingly working towards creating employment within the State.

Dabur India’s CEO Mohit Malhotra says, “Most of our key power brands like Dabur Chyawanprash, Dabur Honey, Dabur Red Paste, Dabur Amla Hair Oil, Vatika, Hajmola and Honitus will be undertaking consumer activations at the Kumbh Mela.”

Pampering Zones

From Dant Snan Zones (oral hygiene zones) sponsored by Dabur Red to Changing Rooms for women devotees set up by Dabur Amla and Vatika, the company will be omnipresent at the event. “We will also set up special hair dryers and pampering zones inside these changing rooms, besides offering them immunity shots to protect them from illnesses. Special babycare rooms are being set up by Dabur Lal Tail,” says Malhotra.

Dabur has also tied up with dhabas and eateries in the city and on the highways. Dabur is branding these dhabas with its key digestive brands like Hajmola and Lavanbhaskar Churna, besides undertaking extensive sampling of these products.”

ITC Mangaldeep is setting up unique 5 ft tall agarbatti installations at high traffic locations including Sangam Ghat. The brand is doing a host of activations including distributing alum battis to devotees and organising a maha hawan with larger-than-life sambrani cups.

Coca-Cola India is also promising immersive experiences. Says Greishma Singh, Vice-President Marketing, Coca-Cola India and South West Asia, “We are committed to creating social impact through multiple initiatives at the event that showcase the potential of repurposed packaging and raise awareness about recycling to inspire collective action.”

Meanwhile, Reliance Consumer Products is setting up Campa Ashram, a space that offers a safe and serene haven for pilgrims to rest. RCPL will also operate Aaram Sthals (Resting Areas) and is installing signage and directional boards to assist pilgrims.

Supply chain

Mayank Shah, Vice-President, Parle Products, says the brand is ramping up production and beefing up its supply chain to ensure an adequate supply of its products at the biggest fair on earth.

“Kumbh Mela is more than a spiritual gathering; it’s a rare opportunity to engage with millions of consumers in a culturally significant and meaningful way,” he sums up.

(With inputs from Suresh Iyengar)