How Brands Leverage Maha Kumbh 2025 for Better Engagement

Maha Kumbh 2025 has become a hub for innovative brand activations, with several companies contributing to the event's for social impact and enhancing the experience for millions of visitors. From promoting sustainability and waste management to supporting pilgrims and frontline workers, brands like Nestlé India, Coca-Cola, Swiggy Instamart, and many are creating memorable moments while addressing vital community needs.

1. Nestle India

Nestle India is hosting activities at Maha Kumbh 2025 with MAGGI and KITKAT. MAGGI's "2 Minute Apno Ke Liye" campaign features branded zones, selfie points, and MAGGI meals. They also distributed 12,000 blankets and MAGGI meals to Safai Karamcharis. The KITKAT Break Zone provides resting areas with recycled benches in Raen Basera shelters, promoting the "Take a Break" message.

Commenting on the initiatives, Rupali Rattan, director, prepared dishes and cooking aid, Nestlé India said, “This Maha Kumbh, Nestlé MAGGI has brought people together with its campaign, ‘2 Minutes Apno Ke Liye.’ A beloved part of Indian households for over four decades, MAGGI has always been a symbol of togetherness. Through this campaign, MAGGI has set up MAGGI Corners—resting pods for people at the Kumbh Mela to create spaces where people can connect, share stories, and make meaningful memories. In addition, MAGGI has also reaffirmed its commitment to responsible waste management. Honoring the community of waste management professionals (safai karamchari) who work tirelessly to keep the Kumbh Mela clean, MAGGI will provide them with MAGGI meals and blankets to help them stay warm during the winter.”

2. Coca-Cola India

At Maha Kumbh 2025, Coca-Cola India, Anandana, and Gaysi Family are promoting waste segregation and honoring sanitation workers through the Maidaan Saaf campaign. Illustrated comics by artists like Aravani Art Project and Priyankar Gupta are displayed along a 12-kilometer stretch of river ghats and women's changing rooms made from recycled plastic, spreading messages on waste management and sustainability to millions of attendees.

"The idea was to bring together artists from different parts of the country to identify this moment as an opportunity for communicating the need for and the path to change. It was also important for us to ensure that the process of waste segregation and recycling was explained using visual storytelling and minimal, simple copy that would be easily accessible to people from diverse backgrounds," said Priya Dali, creative director of Gaysi Family. "We hope the way these comics are positioned at Maha Kumbh allows people to think about them long after they return home."

Commenting on the initiative, Saloni Goel, senior director, ESG value creation, Coca-Cola India said, "As one of the largest human gatherings in the world, Maha Kumbh presents a unique opportunity to inspire large-scale behavioural change. Its deeply rooted local cultural ethos creates the ideal space for creative interventions that can drive lasting shifts in attitudes toward recycling and responsible waste segregation. By harnessing the power of art, culture, and storytelling, this initiative aims to foster ongoing environmental awareness."

3. Centerfruit

Centerfruit has launched an activation at Maha Kumbh 2025 to enhance the street food experience. The brand placed banners at 200+ food stalls and used ‘Kaisi Jeebh Laplapaye’ billboards and branded local cabs to guide visitors to key food hotspots, turning street food stops into fun and engaging brand moments.

Commenting on this exciting initiative, Gunjan Khetan, marketing director, Perfetti Van Melle India, shared, “Food is at the heart of the Kumbh experience, bringing people together to share and create lasting memories. With ‘Kaisi Jeebh Laplapayee,’ we are enhancing this experience by adding a fun and  flavourful twist —guiding visitors to the best food spots while ensuring that every bite is followed by a burst of fruity delight of Centerfruit.”

4. Swiggy Instamart

Swiggy Instamart has set up a stall at Triveni Sangam during Maha Kumbh Mela, offering essentials like power banks, torches, batteries, and towels. The brand also installed a life-sized S-pin logo with a QR code for easy navigation. A playful sign saying, "Bichhad gaye toh Swiggy par milte hain" adds fun, making it both a functional and engaging spot for visitors.

Speaking about the initiative, Amitesh Jha, CEO of Swiggy Instamart, said "At Swiggy Instamart, we’re always looking for ways to make everyday moments easier for our users. The Maha Kumbh Mela is a deeply significant event, and we wanted to add meaningful value to the experience. By creating a reliable meeting point and ensuring access to essential supplies, we’re making it simpler for visitors to navigate the massive gathering with peace of mind."

5. Amazon India

Amazon India has set up a ‘Suvidha Kiosk’ at Maha Kumbh 2025 in Prayagraj, allowing pilgrims to order essentials like chargers, garments, pooja samagri, and blankets for pickup or delivery within 3km. Located at Kumbh Kutir, sector 24, Arail, the kiosk also offers resting areas, drinking water, charging stations, and first aid kits, along with easy returns through the Amazon app.

"The Maha Kumbh Mela brings millions of attendees to Prayagraj who spend most of their day at the festival grounds, away from their local accommodations. Our Suvidha Kiosk addresses this unique situation by providing a convenient option for them to pick up or return their Amazon orders right within the Maha Kumbh Mela grounds. This initiative reflects Amazon's commitment to innovation and customer-centric solutions, even in unique circumstances." said Dr. Karuna Shankar Pande, vice president, Amazon Logistics, India.

6. BharatPe

BharatPe has launched the ‘Maha Kumbh Shield’ at Maha Kumbh 2025, offering free UPI payment protection of up to Rs 25,000 for 30 days to safeguard pilgrims from fraud. Pilgrims can activate it by downloading the BharatPe app and completing their first UPI transaction. After the free trial, the plan costs Rs 19 per month, with fraud claims resolved within 10 days and 24/7 support via app, chatbot, and helpline.

Commenting on the launch, Nalin Negi, chief executive officer (CEO) of BharatPe, said, "The Maha Kumbh is one of the largest spiritual gatherings in the world. With Maha Kumbh Shield, we aim to ensure that every pilgrim can make transactions with complete peace of mind. Our goal is simple—to make digital payments not just seamless, but also safe, so devotees can focus on their spiritual journey without worry. We will continue to bring forth such holistic solutions that help our users experience a convenient and secure digital transaction."

7. Niine Sanitary Pads

Maha Kumbh was the venue for an initiative on menstrual hygiene launched by Niine Sanitary Pads, wherein pads were distributed in plenty, and awareness was created regarding menstrual health. The initiative, in collaboration with Vatsalya Seva Samiti and local authorities, reinforces factors of women's empowerment and social responsibility.

“We believe that menstrual hygiene is essential to women's health and dignity. By being present at the Maha Kumbh Mela, we are not just providing sanitary pads but fostering an environment where women feel empowered and supported. Our mission is to break the silence surrounding menstruation and promote awareness, ensuring every woman has the resources to participate fully in her community. This initiative is a testament to our commitment to social change and the importance of coming together to address the challenges women face everywhere. We hope this empowers women and encourages them to speak up about their needs,” says Gaurav Bathwal, co-founder of Niine.

 8. Deconstruct

Deconstruct, a skincare startup, is supporting frontline workers at Maha Kumbh by distributing "Deconstruct Potli" protection kits. These kits include sunscreen, juice/ORS, and glucose biscuits to help police officers, boat riders, and volunteers combat long hours under the sun. With the message “Kumbh ko aap protect karo, aapko hum”, the initiative focuses on the well-being of those ensuring the safety and smooth functioning of the event.

Speaking on the initiative, Ambika Singh, VP, brand marketing, Deconstruct, said, “With this initiative, we aim to protect those who protect us. The dedication and resilience of the police and volunteers at the Maha Kumbh often go unnoticed, and we wanted to do our part in ensuring their well-being. Beyond just skincare, this effort is rooted in care and gratitude. By providing essential sun protection, hydration, and nourishment, we hope to offer a small yet meaningful gesture of appreciation for their hard work, staying true to our philosophy of - Skincare is not a vanity, it is as essential as brushing teeth.”

Conclusion

The diverse brand activations at Maha Kumbh 2025 showcase the power of corporate social responsibility, combining creativity with meaningful contributions. By focusing on sustainability, health, safety, and convenience, these initiatives not only elevate the event experience but also drive lasting change, fostering a sense of community and responsibility among the attendees.