Last updated : January 21, 2025 3:41 pm
From Coke, Dettol and ITC, to Blinkit and Relaxo, brands from diverse categories are lining up at the Maha Kumbh Mela, establishing their presence in a variety of ways to consumer recall by catering to specific needs and creating hard to miss brand presence.
The Maha Kumbh Mela 2025, one of the world’s largest cultural and religious congregations, has commenced in Prayagraj, Uttar Pradesh, and is drawing brands to cash in on the mass presence and reinforce their brand presence in a variety of innovative new ways. Right from Coke to brands across other categories, there is a line-up of brands seeking to get closer to consumers.
Coca-Cola India, alongside its bottling partner SLMG Beverages, has just announced that it is all set to elevate the Maha Kumbh 2025 experience, one of the world’s largest cultural gatherings, through seamless integration of hydration, consumer convenience, and economic opportunities for local communities.
The company says that by deploying a robust retail and distribution network across the Maha Kumbh grounds, Coca-Cola India and SLMG Beverages are ensuring easy access to teh brand’ s diverse beverage portfolio. The company says that hydration carts operated by local vendors, strategically placed coolers, and partnerships with food courts and retail outlets support local vendors, waste workers, small businesses, and livelihoods, creating growth and employment opportunities while enhancing the overall experience.
Labanyendu Mishra, Zonal Vice President, South UP Zone, SLMG Beverages, said, "At SLMG Beverages, we are delighted to play a key role in refreshing millions during this iconic cultural celebration in Uttar Pradesh. We are providing consumers beverage options by creating touchpoints for visitors all through the mela. Whether through hydration carts, availability in the vibrant food court, or first time ever 100 door cooler wall, iconic 3-D OOH displays, selfie zones, and cooler walls, we’re bringing our diverse portfolio to life while connecting with local flavors. We are optimizing retail presence and ensuring supply chain efficiency, so consumers stay refreshed and hydrated, all while supporting local businesses and contributing to the overall success of this grand event.”
Coca-Cola India’s engagement at Maha Kumbh 2025, will include among other things, vibrant food court activations, iconic 3-D OOH displays, selfie zones, and cooler walls.
Other major brands setting up temporary shops and tochpoints at the Maha Kumbh Mela include ITC, Blinkit, Dabur and Dettol. Blinkit has reportedly set up a temporary 100 sq feet store to cater to the needs of pilgrims, while Dettol from Reckitt organises awareness camps and footwear brand Relaxo sets up stalls selling comfortable footwear to devotees.