The Maha Kumbh Mela, known as one of the largest gatherings in the world, has become a hotspot for brands to showcase their creativity and purpose-driven marketing. This year, several companies have introduced groundbreaking initiatives that not only enhance the attendee experience but also leave a lasting impression. Here’s a roundup of the most innovative campaigns:
1. Coca-Cola’s 100-Door Cooler Wall
Coca-Cola is taking hydration to the next level with a never-before-seen 100-door cooler wall. This massive installation offers easy access to a wide variety of beverages, ensuring festival-goers stay refreshed while making a bold brand statement.
2. Dettol’s Empowerment of Sanitation Workers
Dettol has launched a remarkable initiative to train 15,000 sanitation workers and provide them with access to essential hygiene products like soaps. This campaign promotes cleanliness and creates a healthier environment for everyone attending the Mela.
3. ITC Bingo Tedhe Medhe Bhaukaal Lok Campaign
ITC’s experiential zone celebrates the rich culture and cuisine of Uttar Pradesh. The Tedhe Medhe Bhaukaal Lok campaign is designed to engage attendees with fun activities, while highlighting the unique flavors of the brand’s offerings.
4. Eveready’s Siren Torches for Security
To support the police in maintaining safety and order, Eveready has provided 5,000 siren torches equipped with a powerful 100dB alarm. This innovative solution enhances security measures, ensuring a safer experience for all visitors.
5. IIFL Foundation’s 15 Boat Ambulances
In a first-of-its-kind initiative, IIFL Foundation has introduced boat ambulances to provide emergency medical care during the event. This thoughtful campaign emphasizes safety and accessibility, addressing the unique challenges of the festival’s scale.
6. Airtel Payments Bank’s Digital Strategy
Airtel Payments Bank is simplifying transactions at the Mela with strategically placed kiosks that enable seamless digital payments. By promoting a cashless experience, the brand is helping attendees focus on their spiritual journey without worrying about carrying cash.
