Maha Kumbh: Rs 2,000 crore advertising plank for brands

As the Maha Kumbh Mela 2025 begins on 13 January, Monday, companies across the spectrum are trying to capitalise on a huge opportunity to reach at least 45 crore people and are likely to pour thousands of crores into marketing campaigns and activities on the ground.

From 13 January to 26 February, the world’s largest spiritual congregation is offering companies — especially those in the business of fast-moving consumer goods (FMCG), automobiles and electronics — a chance to tap into millions of consumers.

According to industry estimates, brands are projected to invest Rs 1,800–2,000 crore in advertising campaigns across platforms, utilising artificial intelligence (AI)-driven themes, LED outdoor screens, virtual assistants and mobile apps.

The mega event, once an exercise in asceticism and self-denial, even self-flagellation, now also offers luxury tents that cost up to Rs 1 lakh a night for 'budget homestays'.

As per the Confederation of Indian Industry (CII) estimates, the event is expected to generate revenues worth Rs 1.2 lakh crore for the state of Uttar Pradesh.

Other industry estimates project that the Maha Kumbh is likely to generate over Rs 4 lakh crore in trade alone, giving a boost of over 1 per cent to both the nominal and the real GDP.

According to the more modest government estimates, the Maha Kumbh may generate Rs 2 lakh crore in trade if each of the 40 crore-odd visitors spends an average of Rs 5,000. Industry estimates, however, suggest that the average expenditure per person could rise to even Rs 10,000 at the mega event, making up the total economic impact of Rs 4 lakh crore.

Companies from India as well as abroad are jostling for space to showcase their presence during the 45-day event.

The Steel Authority of India Limited (SAIL), a public-sector giant, has supplied approximately 45,000 tonnes of steel for the construction of various structures at the Maha Kumbh Mela 2025.

Prayagraj has undergone a major makeover ahead of the biggest congregation of Hindu pilgrims. More than 200 roads have reportedly been constructed and upgraded, with millions of devotees likely to attend the grand spiritual gathering. Roads have been beautified with over 3 lakh plants and 1 lakh horticultural saplings.

To ensure the safety of crores of devotees along the Ganga and Yamuna rivers, especially in the Sangam area, the Uttar Pradesh government has deployed a large contingent of water police personnel as well, equipped with state-of-the-art technology.