Prayagraj, Jan 22 : Corporate entities are expected to spend an estimated ₹5,000 crore on corporate social responsibility (CSR) and branding efforts at the 45-day-long Maha Kumbh Mela in Prayagraj, according to a senior Uttar Pradesh government official.
The event, which is projected to host over 400 million pilgrims, offers a massive platform for companies to engage in branding and promotional activities.
Corporate Participation
Leading companies such as Adani Group, Reliance Industries, Coca-Cola, ITC, SpiceJet, Dabur, Emami, Bank of Baroda, Hindustan Unilever, and PepsiCo are actively participating. These corporates represent diverse sectors, including FMCG, consumer products, travel, financial services, grooming, healthcare, and aerated beverages.
Adani Group, in partnership with the International Society for Krishna Consciousness (ISKCON), is organizing a large community kitchen and distributing 10 million copies of the Gita, published by Gorakhpur-based Gita Press.
Most branding and promotional activities are planned around major holy bathing days at the Mela, which spans nearly 4,000 hectares around the Sangam, the confluence of the Ganga, Yamuna, and Saraswati rivers.
Economic and Employment Impact
Uttar Pradesh Chief Minister Yogi Adityanath noted that the Maha Kumbh is expected to generate more than ₹2 trillion in revenue and create nearly a million temporary jobs. He also mentioned that companies have sought permission to operate community kitchens at the Mela and extend their services to other religious destinations such as Ayodhya.
Innovative Branding Efforts
Top companies are utilizing a range of promotional mediums, including hoardings, unipoles, boats, watchtowers, water ATMs, barricades, and arched gates to enhance their visibility. Many firms plan to launch new products, conduct marketing experiments, and gather consumer feedback during the event.
NGO Participation and Rural Empowerment
Several NGOs are also leveraging the Maha Kumbh to showcase their efforts and products. The **Manjari Foundation** is presenting handmade products by women artisans and items from their micro-enterprises, emphasizing their role in uplifting the rural economy.
Focus on Startups and Collaboration
Adding to the vibrancy of the Mela, Abdul Kalam Technical University (AKTU) will feature startups and their products. The university aims to attract angel investors and foster collaborations for innovative projects.
The Maha Kumbh Mela serves as a unique confluence of spiritual devotion, cultural heritage, and economic opportunity, drawing contributions from corporates, NGOs, and entrepreneurs alike.
