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Tag: Maha Kumbh 2025

  • KDM wins Zee Bharat Ki Udaan Award for powering faith with 1080 charging points at Maha Kumbh

    KDM wins Zee Bharat Ki Udaan Award for powering faith with 1080 charging points at Maha Kumbh

    MUMBAI: In a country where missing a Whatsapp call from family during a spiritual pilgrimage could cause panic, KDM made sure that devotion met innovation. The lifestyle and mobile accessories brand has been conferred with the Zee Bharat Ki Udaan Award for its Bharat Ka Charger Maha Kumbh initiative—recognised for powering up millions of mobile phones at the world’s largest spiritual gathering.

    KDM was felicitated by Union minister of Road Transport and Highways Nitin Gadkari during Zee Bharat’s flagship programme ‘Bharat Ki Udaan’. The award highlighted KDM’s unique contribution at Maha Kumbh 2025, where it installed 1,080 mobile charging stations equipped with its indigenous KDM-T Technology. These stations helped over 23 lakh pilgrims keep their phones and connections alive through the 45-day religious congregation.

    The initiative seamlessly plugged into the government’s vision for a ‘divya and digital’ Maha Kumbh and aligned with the broader Digital India narrative. Beyond the buzzwords, KDM’s solution addressed a pressing need—connectivity for devotees, many from rural areas, who relied on their phones to stay in touch with their loved ones amid the chaos and crowds.

    ‘KDM Bharat Ka Charger’ employs Kinetic Dynamic Mobile Charging Testing Technology (KDM-T Technology), a fully Made-in-India solution designed to prevent overheating, overcharging, and voltage issues—ensuring safety alongside service.

    Acknowledging the honour, KDM founder N D Mali said, “Extremely honoured and privileged to receive the ’Zee Bharat Ki Udaan Award’ from the hands of Shri. Nitin Gadkari ji which is making me feel charged, inspired and motivated to take Bharat Ka Charger campaign ahead… This award motivates us to continue our efforts to charge both mobile and the economy with KDM Bharat Ka Charger”.

    Mali added that the company’s vision—“Har Ghar KDM” by 2030—targets reaching 10 crore households while creating direct and indirect employment for 50,000 women.

  • Himalaya Babycare champions shared parenting at Maha Kumbh 2025

    Himalaya Babycare champions shared parenting at Maha Kumbh 2025

    MUMBAI: Parenting is a two-player game, yet mothers often bear the brunt of it alone. Himalaya Babycare decided to change the rules at Maha Kumbh 2025, launching the ‘Prepare Your Baby Bag’ campaign to advocate for shared parenting and challenge outdated norms. With over 500 baby bags donated to orphanages, this initiative was more than just a fun challenge – it was a step toward redefining caregiving in India.

    At the heart of the campaign was an interactive booth where parents took on the ‘Prepare Your Baby Bag’ challenge – a timed activity where they raced to pack a baby bag with Himalaya Babycare essentials like baby soap, oil, wipes, lotion, and powder. The challenge wasn’t just about speed; it sparked conversations about equal parenting and the importance of fathers taking an active role in childcare.

    Those who completed the challenge didn’t just walk away with bragging rights; they received complimentary product samples, ensuring they experienced the trusted care of Himalaya Babycare firsthand. In a heartwarming extension of the initiative, these carefully packed baby bags were donated to orphanages, reinforcing Himalaya Babycare’s commitment to nurturing all children, regardless of circumstance.

    Commenting on the campaign, Himalaya Wellness Company director – babycare, Chakravarthi N V shared, “The Maha Kumbh Mela brought millions together, making it the perfect platform to inspire positive change in parenting dynamics. Parenting is a shared journey, yet in many households, childcare responsibilities are often seen as the primary responsibility of mothers. Through this campaign, we encouraged fathers to share the load and embrace equal parenting, thereby creating a supportive environment for families across India.”

    To spread the message further, Himalaya Babycare leveraged social media platforms like Instagram, Facebook, and Youtube, ensuring the campaign resonated across urban and rural India. With content available in Hindi, the initiative successfully reached diverse communities, reinforcing the message that parenting is not a solo act—it’s a duet.

    With a perfect mix of fun, education, and social impact, Himalaya Babycare’s ‘Prepare Your Baby Bag’ campaign proved that changing the world starts at home – one shared responsibility at a time.

  • AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign

    AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign

    MUMBAI- As millions gather for spiritual renewal at Maha Kumbh 2025, another powerful message is flowing alongside the sacred rivers’ financial literacy. The Association of Mutual Funds in India (AMFI), in collaboration with Laqshya Media Group, has launched a high-impact out-of-home (OOH) campaign to bring its ‘Mutual Funds Sahi Hai’ message to over 40 crore attendees.

    Leading the campaign is the fully branded Ganga Gomti Express, a train that connects Prayagraj and Lucknow, turning daily commutes into a moving billboard for mutual funds. At Varanasi Airport, AMFI’s branding dominates departure halls, boarding gates, and arrival exits, ensuring high visibility among domestic and international travellers. Along major pilgrimage routes, billboards at Lahurabeer Crossing, Pandeypur Flyover, and Lohta Highway reinforce the message, integrating financial awareness with the event’s cultural and spiritual essence.

    AMFI chairman Navneet Munot, stated, “Maha Kumbh is a confluence of tradition and spirituality, much like mutual funds represent the confluence of faith and discipline in financial planning. Through this campaign, we aim to empower individuals with financial literacy, helping them understand the long-term benefits of investing.”

    AMFI chief executive Venkat N Chalasani said, “Our goal is to make financial planning as accessible and relatable as possible. Through culturally relevant messaging and strategic activations, we want to inspire people to take charge of their financial future.”

    Laqshya Media Limited COO Amarjeet Hudda said, “We’ve deployed a mix of static and mobile OOH formats at key transit points and city landmarks, ensuring AMFI’s message seamlessly integrates with the Maha Kumbh experience. This is not just branding—it’s about meaningful engagement.”

    By blending storytelling with strategic media placement, AMFI is setting a new benchmark in experiential OOH marketing. With the Maha Kumbh drawing millions seeking enlightenment, this campaign ensures that attendees leave not just with spiritual fulfilment, but also with practical financial insights to shape a more secure future.
     

  • Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition

    Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition

    MUMBAI: The Maha Kumbh, a grand spectacle of devotion and spirituality, witnessed a marketing marvel as Laqshya Media Group rolled out a meticulously planned Out-of-Home (OOH) campaign for Santoor. Over a period of three months, the campaign seamlessly merged spiritual tradition with modern branding, ensuring that millions of devotees and travellers were immersed in Santoor’s message of purity and nourishment.

    Santoor’s ‘Sangam’ campaign, rooted in the essence of haldi-chandan, resonated deeply with attendees, aligning perfectly with the sacred confluence of the Ganga, Yamuna, and Saraswati rivers at Prayagraj.

    Executing an OOH campaign at the Maha Kumbh isn’t just about putting up billboards; it’s about understanding human movement, behaviour, and engagement patterns. With precision planning, Laqshya Media positioned Santoor’s branding at high-impact locations, ensuring unmatched visibility. The larger-than-life billboards, adorned with vibrant Santoor imagery, not only enhanced brand recall but also mirrored the spiritual sanctity of the event.

    As the Kumbh unfolded, the campaign became an omnipresent visual experience, embedding itself into the consciousness of millions. Whether it was pilgrims seeking divine blessings or first-time travellers navigating the grandeur of the event, Santoor’s presence was felt everywhere.

    Wipro Consumer Care & Lighting SVP, S. Prasanna Rai expressed his excitement, stating, “The Kumbh Mela offers unparalleled reach, and with the right messaging, can significantly enhance brand perception. Our Santoor Kumbh campaign, which integrated our ingredient messaging with the concept of ‘Sangam,’ aligned perfectly with the event. Laqshya, our strategic media partner, helped amplify the Santoor message manifold by plugging the contextual message at the relevant places, touching millions of consumers.”

    On the execution front, Laqshya Media Ltd COO Amarjeet Hudda remarked, “Executing an OOH campaign at the Maha Kumbh requires a deep understanding of audience flow, contextual messaging, and strategic placement. We took on this challenge with a mission to ensure Santoor’s presence was not just seen but truly experienced. The overwhelming response reaffirms our belief in the power of impactful outdoor advertising in a cultural spectacle of this magnitude.”

    The campaign seamlessly blended age-old rituals with modern marketing, proving that outdoor advertising, when executed with purpose and precision, can leave an indelible mark—even in the most spiritually charged settings. 

  • Navbharat Ka Mahakumbh charts India’s cultural & economic roadmap

    Navbharat Ka Mahakumbh charts India’s cultural & economic roadmap

    MUMBAI: If spirituality meets strategy, and tradition fuels transformation, then ‘Navbharat Ka Mahakumbh’ was the place to be. Hosted by Times Now Navbharat, the conclave turned Lucknow into the epicentre of discussions on culture, economy, and governance, proving once again that India’s past and future walk hand in hand. With a power-packed lineup of political leaders, industry stalwarts, and spiritual icons, the event placed the Mahakumbh’s global significance under the spotlight while outlining a vision for India’s growth.

    From policy and infrastructure to tourism and faith, the conclave unpacked the synergy between tradition and modernity. The event featured Uttar Pradesh chief minister Yogi Adityanath, deputy chief minister Keshav Prasad Maurya, tourism minister Jaiveer Singh, and spiritual leader Dhirendra Krishna Shastri, among other dignitaries. With high-impact discussions, the conclave provided a blueprint for cultural diplomacy, economic advancement, and sustainable development.

    Addressing the audience, Adityanath emphasised how India’s rise as a global power is deeply tied to its cultural and spiritual strength. He pointed to the Mahakumbh’s economic impact and the state’s commitment to reviving sacred sites, stating, “Sambhal, once plagued by power theft, now stands as a beacon of historical and religious significance. Our government is dedicated to reviving these sacred sites—not just as places of worship but as symbols of India’s rich legacy.”

    On India’s global cultural influence, he remarked, “The President of Indonesia, the world’s largest Muslim-majority country, proudly acknowledges his Indian ancestry. Indian leaders should take inspiration from this rather than dividing communities through appeasement politics. The Indian Constitution ensures justice and equality, and our government upholds ‘Sabka Saath, Sabka Vikas’ as its guiding principle.”

    Discussing infrastructure advancements, Adityanath highlighted major developments ahead of Mahakumbh 2025, including 14 new underpasses and flyovers, expansion of the civil terminal, and 5,000 additional acres allocated for parking.

    With 16 crore devotees already taking the sacred dip at the Sangam, he called it a “moment of global faith and unity”—even adding a cheeky political jab, “Even those who once dismissed India’s traditions are now taking the holy dip. Congress president Mallikarjun Kharge may not be here yet, but he will come sooner or later.”

    Maurya dismissed claims that the Mahakumbh was a political spectacle, emphasising its centuries-old spiritual significance. He criticised past administrations, stating, “The Kumbh is not a BJP event—it is an event of faith. Unlike in 2013, when mismanagement plagued the festival, this government has ensured its smooth execution under PM Modi and CM Yogi’s leadership.”

    Singh highlighted Uttar Pradesh’s rise as a global spiritual tourism hub, stating, “What was once a gathering of saints is now a global celebration. The world is watching how Uttar Pradesh manages this massive event with precision and peace. Our vision goes beyond Mahakumbh—we are driving long-term investments in eco-tourism, spiritual tourism, and rural tourism to create sustainable growth.”

    The event wrapped up with discussions on how governance, spirituality, and industry can fuel India’s economic and cultural aspirations. As Uttar Pradesh cements its position as a spiritual and economic powerhouse, the Mahakumbh is proving to be more than a festival—it is a movement redefining India’s identity on the world stage.

  • CM Yogi Adityanath showcases Uttar Pradesh’s growth and Mahakumbh legacy

    CM Yogi Adityanath showcases Uttar Pradesh’s growth and Mahakumbh legacy

    MUMBAI: The Mahakumbh 2025 is not just a religious gathering; it is a grand celebration of unity, tradition, and progress. Uttar Pradesh chief minister Yogi Adityanath, in an exclusive interview with Ndtv editor-in-chief Sanjay Pugalia during the Mahakumbh Samvaad, eloquently shared how the state has emerged as India’s growth engine, with Mahakumbh reflecting a perfect blend of cultural heritage and sustainable development.

    Speaking from Lucknow, Adityanath’s words carried a mix of pride and purpose. He declared, “Uttar Pradesh has become the growth engine for India.” From empowering the youth through seven lakh government jobs to enhancing Mahakumbh’s grandeur with modern infrastructure, the chief minister painted a picture of a state transforming its legacy into a progressive powerhouse.

    The ongoing Mahakumbh in Prayagraj, which began on 13 January and runs until 26 February, has already drawn over 12 crore devotees from across the country to the sacred ‘Triveni Sangam’. Reflecting on the lessons from Ardha Kumbh 2019, Adityanath detailed his government’s meticulous preparations, “We reviewed hygiene, river cleanliness, and infrastructure gaps and worked systematically to improve them. This year, we built 14 underpasses, expanded the civil terminal, and added 5,000 acres of parking to the 10,000-acre mela area.”

    Adityanath highlighted the event’s inclusivity, noting, “This is a Maha Parv. On January 14, nearly six crore devotees took a dip in the Sangam. There was no discrimination, and even critics of Sanatana Dharma came to witness the event.”

    The Ndtv program also hosted prominent figures like Gurudev Sri Sri Ravi Shankar, who shared the spiritual essence of the Mahakumbh, “Spirituality is an integral part of life. Consciousness is eternal, and with peace and patience, we can transcend stress and embrace life fully.”

    The chief minister applauded Ndtv’s comprehensive coverage, stating, “The media has worked positively to bring this message of inclusivity and spirituality to the world.” Pugalia reflected on the event’s scale, calling it, “an unprecedented spectacle of grandeur, meticulously planned and executed.”

    The Mahakumbh Samvaad demonstrated how the Mahakumbh has become a symbol of unity, tradition, and development under Adityanath’s leadership. With initiatives like clean rivers, expanded facilities, and a focus on inclusivity, the event has set new benchmarks for organising large-scale spiritual gatherings.

    The Mahakumbh 2025 not only connects people through spirituality but also redefines Uttar Pradesh’s role on the national stage. As Yogi Adityanath aptly said, “Pickleball isn’t just a sport; it’s a movement.” Wait… wrong quote. But hey, the essence is the same—it’s not just an event; it’s a legacy.

  • ITC Mangaldeep Integrates Augmented Reality for Maha Kumbh 2025 Experience

    ITC Mangaldeep Integrates Augmented Reality for Maha Kumbh 2025 Experience

    MUMBAI: It’s taking reality into another fragrant and spiritual dimension. ITC’s incense brand Mangaldeep has introduced 3D augmented reality to coincide with Maha Kumbh 2025. This innovative initiative allows devotees to immerse themselves in sacred rituals such as Shahi Snaan (royal bath), Deep Daan (lamp offering), and Aarti (prayer ceremony) from the comfort of their homes. You too can do so from where you are right now by clicking here.

    As the largest spiritual gathering on earth, occurring once every 12 years, the Maha Kumbh is expected to attract over 400 million devotees in 2025. Recognizing that many may be unable to attend in person, ITC Mangaldeep’s AR technology ensures that the transformative spirit of the event reaches a global audience.

    Through an exclusive AR experience, users can create personalised Maha Kumbh souvenirs and participate in virtual rituals while sharing their spiritual moments with loved ones. In addition, a hybrid Deep Daan ceremony will be held, where virtual offerings made by users will be physically taken to the Ganges each week, fostering a unique connection between the digital and physical realms.

    ITC matches & agarbatti division CEO  Gaurav Tayal stated, “The Maha Kumbh is a profound confluence of faith and tradition. Our AR initiative brings this sacred experience closer to millions, deepening the connection between innovation and spirituality.”

    ITC Mangaldeep’s commitment to integrating modern technology with ancient traditions positions it as a leader in transformative spiritual experiences, making access to the Maha Kumbh more inclusive than ever.

  • Network18’s Maha Kumbh Coverage draws over 200 million views

    Network18’s Maha Kumbh Coverage draws over 200 million views

    MUMBAI: If you thought spirituality couldn’t trend, think again!

    Network18 has hit it out of the park with its power-packed Maha Kumbh 2025 coverage, already garnering over 200 million views across its platforms. With jaw-dropping visuals, insightful stories, and tech-powered reporting, Network18 has turned the world’s largest spiritual gathering into a binge-worthy spectacle.

    Launched a month before the festival, News18 Kumbh is the new superstar of digital-first channels. Streaming 24×7 on YouTube and DTH platforms like Den and Hathway, it has become the go-to destination for all things Kumbh. From live streams and ground reports to exclusive documentaries and explainers, this channel does it all.

    And let’s talk about the IIT Baba interview. This viral sensation blended faith and modernity like no one else, pulling in 50 million views across social platforms. Who knew wisdom could go viral?

    The flagship show Bhaiyaji Kahin will broadcast live from the Kumbh grounds in February, engaging viewers with spirited discussions featuring devotees, thought leaders, and spiritual luminaries. Add to that the six auspicious ‘snan’ days, where 25 live streams across 15 YouTube channels will showcase sacred bathing rituals to an expected audience of 5 million.

    Feeling FOMO yet?

    Network18 isn’t just reporting on the Kumbh; they’re living it. With a dedicated Kumbh bureau comprising 15 reporters and 15 camera teams, the network ensures round-the-clock coverage in English, Hindi, and eight regional languages. From a fully equipped camp office at the Mela grounds, the team captures everything from the rituals of the ‘13 akhadas’ to the vibrant stories of devotees.

    Oh, and did we mention the drone feeds and 360-degree video coverage? That’s right, they’re taking you above and beyond—literally!

    As the Maha Kumbh 2025 unfolds, expect Network18 to serve up even more spectacular coverage. From diving into the lives of saints to exploring the rich history of this spiritual event, the network is committed to bridging tradition and modernity like never before.

    Don’t Miss Out! Dive into exclusive live streams, stories, and more at: News18 Kumbh on YouTube

    Who knew the Kumbh could trend harder than your favourite web series?

  • Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025

    Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025

    MUMBAI: Move over plain chips; Bingo! Tedhe Medhe is here to add some “Bhaukaal” (swagger) to your Mahakumbh 2025 experience. The brand’s Bhaukaal Lok experiential zone is set to dazzle the crowds with bold flavours, quirky vibes, and unforgettable fun.

    Designed to celebrate the essence of Uttar Pradesh—its vibrant culture, flavours, and spirit—this campaign positions Bingo! Tedhe Medhe as the ultimate “Son of the Soil” snack, connecting with consumers at a deeply regional level.

    What’s cooking at Bhaukaal Lok?

    Curious? You should be! Here’s what awaits you:

    BYOB (Bring Your Own Bingo!) Chaat Zone

    Get ready to redefine your snack time with a fusion of UP’s iconic chaat flavours and Bingo!’s signature variants—Masala Tadka, Chatpata Twist, and the brand-new Xtraa Teekha. Visitors can customise their chaat creations, served innovatively in Bingo! packs. Pro tip: Don’t forget to take a selfie before devouring it!

    Interactive content zone

    Ever wanted to create viral content? Now’s your chance. With quirky UP-themed props like gamchhas (towel), funky sunglasses, and cheeky dialogues, visitors can craft the perfect Instagram reel or TikTok moment. Just tag it with #BhaukaalLok to make sure your swagger reaches beyond the festival grounds.

    Bingo! bonfire

    Feel the heat—literally! Groove to the Bawaal Dhun, snack on fiery Xtraa Teekha flavours, and join the Tedhe Medhe Mandali for a night of epic fun. It’s a party where snacks meet swag.

    Speaking about the campaign, ITC Foods vice president & head of marketing – snacks, noodles and pasta, Suresh Chand said, “We are thrilled to be a part of Maha Kumbh 2025—a confluence of tradition, culture, and community. Through our unique experiential zone, we aim to bring an exciting twist to the festivities, blending the flavours and vibrancy of Uttar Pradesh with the boldness of Bingo! Tedhe Medhe.”

    Translation? They’re here to ensure your Kumbh experience is as fun and flavourful as their snacks.

    Where else will you find a bonfire dedicated to snacks, the chance to create viral content with gamchhas, and customised chaat that screams UP swagger?

    The campaign kicked off on 14 January and promises to run throughout the Kumbh festivities. Whether you’re a foodie, a social media buff, or just someone looking to soak in the festive vibes, Bhaukaal Lok has something for everyone.

    So, why settle for boring snacks when you can have Bhaukaal snacks? Head to Bingo! Tedhe Medhe’s Bhaukaal Lok at Mahakumbh 2025 and let your taste buds—and your Instagram feed—thank you later.

  • Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    MUMBAI: The Maha Kumbh 2025 in Prayagraj, a historic gathering of millions, isn’t just about spirituality this year—it’s also taking a giant leap towards sustainability.

    Enter Coca-Cola India, whose ‘Maidaan Saaf’ initiative is not only cleaning up the grounds but also cleaning up its image (quite literally).

    Swachh Kumbh initiative

    In partnership with PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), Coca-Cola India is turning waste into wonders, proving that recycling is more than just a buzzword.

    From 21,500 jackets made of recycled PET bottles to women’s changing rooms crafted entirely from multi-layered plastic waste, they’ve taken trash and turned it into treasure.

    When was the last time your jacket had a backstory?

    At this year’s Kumbh:

    . 21,500 recycled PET jackets were handed out to sanitation workers, boatmen, and waste volunteers.

    .10,000 jackets for sanitation workers championing the Swachh Kumbh initiative.

    . 10,000 life jackets for boatmen ferrying devotees across the river.

    . 1,500 jackets for waste management volunteers.

    Swachh Kumbh initiative

    These jackets don’t just look cool—they’re a walking billboard for the potential of recycling.

    Who knew trash could look so chic?

    Privacy is golden, especially at an event hosting millions. Coca-Cola has installed 1,000 changing rooms made entirely from recycled plastic along a 12 km stretch of the river ghats. But these aren’t your average cabins—each room is a work of art, featuring designs by Aravani Art Project, Gaysi Family, and Priyankar Gupta.

    The aim? To make visitors rethink waste, one colourful illustration at a time. Plus, let’s not forget—these rooms are designed to be ventilated and, of course, Instagram-worthy.

    What’s more innovative than a regular dustbin? A Reverse Vending Machine (RVM). Coca-Cola has installed these at railway stations, food courts, and hotspots around the city. Toss your PET bottle in, and voila, you’ve contributed to recycling on the go.

    And for those needing hydration on their spiritual journey, hydration carts are placed every 400 metres, complete with waste bins and creative artwork that screams, “Recycle Me!”

    PHDRDF CEO Vivek Vyas summed it up perfectly, “This partnership with Coca-Cola India embeds sustainable practices into the heart of the Kumbh. It’s a benchmark for a cleaner, safer, and eco-conscious future.”

    Meanwhile, Coca-Cola India VP Devyani Rana added, “With Maidaan Saaf, we aim to show that discarded items can be transformed into valuable resources, uniting millions of visitors in a collective mission to reduce waste.”

    If faith can move mountains, can it also move trash? Coca-Cola India, alongside its collaborators, is making a bold statement: sustainability isn’t a side gig—it’s the main act. By turning one of the world’s largest gatherings into an eco-friendly wonderland, they’re setting a benchmark for future events.

    If Coca-Cola can turn its packaging into life jackets and changing rooms, what can you do with your waste?