Maha Kumbh ad offers for brands: Catch 40 cr eyes, rates starting Rs 5 lakh

Every 12 years, Hindus around the globe gather in Prayagraj to participate in the Maha Kumbh Mela, the world’s largest human congregation. This spiritual spectacle is also a prime opportunity for brands seeking visibility among a diverse and massive audience.

Starting January 13, 2025, millions of devotees will converge over 45 days at the confluence of the Ganga, Yamuna, and the mythical Saraswati rivers to take a sacred dip, and brands are gearing up to make the most of this opportunity, hoping to catch the attention of a staggering 40–45 crore eyes. 

This colossal gathering, with almost one-third of India’s total population, predominantly attracts middle- and lower-middle-class devotees; the audience also includes urban participants from metros (60%) and nearby tier-1 and tier-2 cities such as Lucknow, Kanpur, and Prayagraj. 

According to an ET report, at least Rs 3,000 crore will be spent on branding and marketing during the event. Brands can partner with two official advertising facilitators—Vritti Solutions and Crayons Advertising—to secure exclusive rights for visibility through LED displays, barricades, and hoardings. Collaborations with government authorities to provide infrastructure such as changing rooms, water ATMs, and boats can further enhance a brand’s presence. 

Boat branding at the ghats is also gaining momentum this year. Around 2,000 boats are being painted and prepared for branding. While it was done on a smaller scale previously, this time the government is actively supporting and facilitating the initiative.

According to Rajesh Radhakrishnan, CMO of Mindwave Media, brands can enter the fray with budgets ranging from Rs five lakh to one crore. 

“Affordability is key when targeting 40 crore people, with a cost per contact as low as 5 to 10 paise. Strategic placement of LED screens across all 25 sectors ensures comprehensive coverage,” says Rajesh Radhakrishnan, CMO of Mindwave Media.

For Rs 5 lakh, a brand can advertise a 10-second ad on LED screens 216 times over 45 days.

Emotional connections over transactions

The Maha Kumbh Mela isn’t about immediate sales conversions but fostering brand awareness and emotional connections. Radhakrishnan emphasises the importance of value-added services such as charging points or accommodations, which position brands as trusted partners. Collaborating with the government to deliver these services helps position the brand as a trusted provider, embedding it in the consumer’s mind as a life-enhancing partner,” he adds.

Creativity is crucial

Standing out amidst the clutter of brands requires innovative ideas, says Ravikant Banka, MD and founder, Eggfirst Advertising. He cites Lifebuoy’s roti campaign as an example of a creative strategy that deeply resonated with the event’s ethos.

“If you're spending at the event, the effectiveness depends entirely on the creative idea. While TV often provides a better cost per exposure, a strong creative concept at the Kumbh Mela can deliver more meaningful and impactful exposure at a lower cost. However, relying solely on outdoor branding makes it harder to achieve cost efficiency compared to other mediums,” says Ravikant Banka.

However, the event's broad audience may not suit all brands. Banka points out that brands with a nationwide footprint are best positioned to leverage the Kumbh Mela, while regional players may struggle to connect meaningfully. For instance, a tractor brand may find relevance, but an automobile brand targeting urban markets might not.

In the past, several brands have created interesting on-ground activations. For example, Godrej No. 1 created wash vans offering samples to devotees to wash their face at the Ujjain Kumbh Mela. Similarly, in the same Kumbh Mela, Navratan Oil offered head massages to devotees to relieve them of stress.

Challenges in execution

During the Kumbh Mela, crowd patterns fluctuate. Additionally, many routes are closed, which can limit the visibility of traditional branding in certain areas. Radhakrishnan says LED vans offer a flexible solution, allowing brands to move to high-traffic areas and maximise reach.

"Media strategies, business plans, and activations must adapt dynamically to these changing conditions," he says.

Another challenge in such locations is weak mobile networks, as the influx of millions of people often causes it to collapse, making it difficult to integrate tech. To address this, Vritti Solutions has implemented separate WiFi zones.

Shankar Shinde, co-founder of Aisles & Shelves, highlights the challenges of executing large-scale campaigns at such a diverse gathering. Measuring success is particularly difficult, given the event’s vast reach and the inability to directly link engagement to sales spikes.

“Maha Kumbh Mela is unparalleled in scale. It is significantly larger than any other religious or public gathering in the world. Kumbh Mela happens to be larger than the population of a few countries such as Maldives, Seychelles, Barbados, Malta, etc.,” says Shankar Shinde, co-founder of Aisles & Shelves.

Brands must allocate budgets judiciously, focusing on creativity to maximise impact. Without innovation, investments risk being lost in the massive crowd. Cultural sensitivity is also crucial, as a single misstep can lead to backlash, Shinde notes.

Despite economic pressures and declining urban demand, Shinde observes that brands are increasing their marketing efforts for the Kumbh Mela. Leading spenders include FMCG, BFSI, infrastructure (cement, pipes, steel), and auto sectors. Startups, especially fintech companies (e.g., NPCI and RBI initiatives), focus on educating audiences through financial literacy campaigns, while healthcare and technology brands use the event to build goodwill and test products.

Offline and digital synergy

Radhakrishnan says FMCG and BFSI brands, in particular, benefit from strong brand recall. While they handle transactions via digital marketing, offline activations create compelling stories. 

“These stories—of helping people with accommodations, services, or support—build a brand's image and provide rich content for digital amplification, driving conversions. Offline engagement lays the foundation for impactful storytelling and meaningful consumer connections,” he adds.

Banka agrees, emphasising the importance of integrating on-ground efforts with digital strategies. 

“Once the idea is created, it can be amplified digitally to reach a larger audience. By sharing engaging videos or influencer content online and targeting those attending or connected to the Kumbh Mela, brands can effectively tap into tier-2, tier-3, and rural audiences,” he adds.

The Maha Kumbh Mela is not just a spiritual gathering; it’s a massive platform for brands to establish deep connections with a diverse audience. With the right mix of creativity, strategic planning, and cultural sensitivity, brands can turn this unparalleled event into an opportunity to build lasting impressions and national visibility.

Vritti Solutions has been working with the government for Kumbh Mela for the last 15 years. Radhakrishnan says the agency was one of the first to demonstrate how brands could get involved to support the event.

"In the initial days of working on the Kumbh, we realised that the mela authorities lacked a model for corporate collaborations and know-how about event monetisation. Over time, this led to more organised processes, including tender systems to accommodate branding and logistical requirements," he says.

Another key shift has been in the audience demographic. The mela now not only attracts sadhus and people from the lower middle class but also the upper middle class, with many making plans well in advance to visit Prayagraj.

"This shift can be attributed to digital media and government-led campaigns that have reached broader audiences. Tourism around the Kumbh Mela has evolved too thanks to new hotels and better infrastructure and planning. What was once purely a cost center has now become a revenue-generating opportunity, drawing visitors from across India and the world," he adds.