Brands that Made a Mark at Maha Kumbh

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Brands that Made a Mark at Maha Kumbh

September 19, 2025

Every 12 years, the ancient city of Prayagraj, India, awakens to a spectacle of faith, art, and human connection. The ongoing Maha Kumbh festival converges millions of free-spirited travelers, spiritual seekers, and minds.

As the world's largest cultural gathering, Maha Kumbh 2025 presents a unique canvas for brands to their creativity, values, and innovations.

Let's take a look at the brands that dared to dream big and make a lasting impression.

Dettol

There’s a lot of health and hygiene calls. But Dettol just stopped the skip button and made it that “90s awareness” programme. Full fledged, multi-faceted approach to deploy mobile sanitation units throughout the grounds, providing clean water and handwashing facilities to countless devotees.

This simple step made a difference in preventing the spread of diseases.

But Dettol didn't rest on its laurels. They raised their impact with health and hygiene awareness campaigns, schooling pilgrims on the ABCs of handwashing, sanitation, and safe food handling. Interactive workshops and public service announcements helped spread the message far and wide, rather than being on just surface level.

In a gesture that truly cleaned up, Dettol paid its tribute to the sanitation workers. They equipped these dedicated individuals with the essentials: protective gear, hygiene kits, and access to healthcare facilities. Dettol is an epitome of corporate social responsibility, proving that even the smallest actions can make a giant leap in promoting public health and hygiene.

Lifebuoy

Lifebuoy served up a memorable moment at the Kumbh Mela, dishing out 2.5 million rotis with a side of savvy: 'Did you wash your hands with Lifebuoy?' It was a masterstroke, turning a routine ritual into a brand buzzworth remembering.

Dabur

Dabur's presence at the Maha Kumbh was a breath of fresh air.

The Indian Ayurvedic giant captured the essence of the event, showcasing the ancient wisdom of Ayurveda in a way that resonated deeply with the pilgrims.

Their approach was simple yet effective.

By highlighting the natural origins and therapeutic benefits of their flagship products like Chyawanprash, Honey, and herbal oils, Dabur struck a chord with the spiritually inclined crowd. But what really stood out was their commitment to spreading awareness about Ayurvedic principles. Through engaging workshops and seminars, Dabur shared valuable insights into traditional healing practices, empowering pilgrims to take charge of their health and wellbeing.

Coca-Cola

When Coca-Cola showed up at the Maha Kumbh, some people raised an eyebrow. Was this iconic brand just trying to cash in on a sacred event?

But Coca-Cola had a surprise in store.

Instead of pushing products, the brand focused on what really mattered: helping the millions of pilgrims stay hydrated in the scorching summer heat. They set up hydration stations all over the grounds, offering free water and refreshing drinks to anyone who needed them.

But that was just the beginning. Coca-Cola also launched a major sustainability push, encouraging people to use reusable bottles and recycling tons of plastic waste.

And to uplift the community spirit, they partnered with local NGOs to bring clean drinking water to families in need and support education programs for underprivileged kids.

They flipped the same old script of being seen just as a ‘commercializer’ of a sacred event. It was a powerful reminder that even the biggest brands can make a positive impact when they prioritize what really matters.

ITC

ITC did something really cool at the Maha Kumbh. They skipped the usual ads and went for a fun hands-on approach instead. Picture this: you’re at the Kumbh Mela and you find a spot where you can play games, win freebies, and enjoy ITC's popular Bingo snacks. That’s what they set up. It was a blast and people loved it!

They’ve also sponsored shows that highlighted India's rich culture.

There was music, dancing, and theater. It gave everyone a break from the spiritual stuff and showed off India’s lively culture. They went a step further and helped local artisans show off their work too. This not only helped these artists make some money but also kept India’s traditions alive. Through all this, ITC really connected with the crowd. They showed that big companies can care about culture and support local folks.

Reliance

Instead of just showing off their brand, they focused on helping the community. Reliance also held workshops and training sessions to help people get comfortable using digital tools. By putting community needs first, Reliance matched the spirit of the Maha Kumbh. Their actions not only improved their reputation but also showed they really care about making a difference.

The Brand Engagement at Religious Events

The Maha Kumbh 2025 was a balancing act for brands.

They had to mix business goals with the event’s spiritual vibe. With a ₹2000 CRORE marketing budget, top brands are pulling out all the stops to so called online branding. Physical branding or marketing will still be effective with or without social media.

All you need is a purpose for your brand to connect with the audience.

Stay tuned for more insights at Brown Men Marketing