ITV

Tag: Mahakumbh

  • Explurger Indian social media platform takes centre stage at MahaKumbh 2025

    Explurger Indian social media platform takes centre stage at MahaKumbh 2025

    MUMBAI:  Homegrown social media platform Explurger has emerged as the digital frontrunner at Digital MahaKumbh 2025, establishing itself as the sole social network with a significant physical presence at the world’s largest religious gathering.

    The platform, co-founded by Bollywood actor Sonu Sood in 2022, has set up a 2,000-square-foot creators’ lounge in partnership with AajTak, featuring podcast studios, an interactive stage, and a Formula One simulation zone sponsored by Red Bull. Notable performers including singers Shaan and Hariharan, alongside filmmaker Kabir Khan, have made appearances at the venue.

    Beyond its digital offerings, Explurger’s on-ground team has proved instrumental during emergencies, helping coordinate safety measures during stampedes and fires whilst amplifying urgent alerts across its network.
    Said  founder & CEO Jitin Bhatia:  “As a made-in-India app built for travellers and explorers, we’re reshaping how the world connects through culture and meaningful content.”

    The MahaKumbh festival has drawn an estimated 450 million visitors, including 30 million international tourists. While global social media platforms have maintained distance from the event, viewing it primarily through a religious lens, Explurger has embraced it as a cultural phenomenon.

    The platform, which boasts 12 million users worldwide, offers unique features including an automatic travelogue and personalised bucket lists. 

    Its presence at MahaKumbh 2025 forms part of its  campaign “One Event. One Billion Stories. One Lounge.”

  • Flipkart’s smartphone baba brings affordable phones to Mahakumbh grounds

    Flipkart’s smartphone baba brings affordable phones to Mahakumbh grounds

    MUMBAI: At Mahakumbh 2025, where millions gathered for spiritual enlightenment, Flipkart and SW Network orchestrated a marketing spectacle that blended tradition with technology. The ‘Flipkart Smartphone Baba’ campaign transformed the retailer’s smartphone presence into a viral sensation, reaching 40 crore attendees and turning budget phone shopping into a festival highlight.

    Draped in saffron and armed with unbeatable deals, Smartphone Baba wandered through the Mahakumbh, preaching the gospel of budget smartphones from brands like Vivo, Poco, Realme, and Samsung, all priced between Rs 8,000 and Rs 15,000. The character’s quirky charm, coupled with custom towel giveaways, had devotees queuing up for hours, eager to take home not just a blessing but a pocket-friendly smartphone.

    The campaign went beyond just selling phones, immersing itself fully in the Kumbh experience. Flipkart’s festival presence included interactive retail hubs, where trained representatives guided devotees through the purchase process. Additionally, the ‘SnapMySnaan’ initiative provided professional photography for those taking a dip in the holy Ganga, while influencer-led, real-time content creation amplified the campaign across digital platforms. To further engage the crowd, Flipkart also held free phone giveaways, ensuring their message of accessibility resonated widely and effectively.  

    “At SW Network, we believe in crafting campaigns that don’t just sell but connect with people in a meaningful way,” said SW Network co-founder Raghav Bagai. “Smartphone Baba was more than a mascot, it was a movement, making technology accessible and engaging.”

    Flipkart hailed the initiative as a game-changer in festival marketing. “This campaign seamlessly blended affordability, engagement, and cultural immersion, making phone buying effortless and fun,” said a Flipkart leadership team member.

    The campaign successfully bridged the gap between modern retail and the festival’s largely offline audience, addressing digital literacy barriers with personalised assistance and a culturally resonant approach.

  • ITC Mangaldeep distributes 100,000 jalbattis at Mahakumbh

    ITC Mangaldeep distributes 100,000 jalbattis at Mahakumbh

    MUMBAI: Incense sticks are a part of most Indian’s daily worship rituals. Whether in temples or at home, the beautiful perfume that permeates the place lends to a calmness of the spirit. ITC’s Mangaladeep has been among the more favoured national incense brands in the Maha Kumbh 2025.

    As part of its activities, ITC Mangaldeep has introduced a unique and innovative offering, Mangaldeep Jalbatti, an underwater incense stick designed to honor the sacred rivers while preserving their sanctity. The total number of jalbattis distributed has been increased to a whopping 100,000 from 10,000 after witnessing a huge demand among the devotees. 

    Crafted from alum (phitkari) powder, a traditional water purifier, Jalbatti dissolves in water upon contact, contributing positively to water quality. By incorporating Jalbatti into their offerings, devotees can now uphold their devotion while ensuring that the rivers remain as pure as their faith.

     As the world’s largest spiritual congregation, Maha Kumbh 2025 in Prayagraj continues to stand as a proud testament to India’s deep-rooted spiritual traditions.

    Millions of devotees have been gathering at the Triveni Sangam, the confluence of the sacred Ganga, Yamuna, and Saraswati rivers, to partake in rituals such as Ganga aartis, shahi nnaans, and deep daans, all symbolising their profound reverence for these ancient rivers. 

    ITC Mangaldeep has been an integral part of this devotion, enhancing spiritual experience through various initiatives. 

    Through this initiative, ITC Mangaldeep has  reinforced its commitment to enabling devotion and empowering devotees by blending tradition with meaningful impact. As millions take their holy dip at the Triveni Sangam, jalbatti serves as an emblem of devotion that not only honors but also safeguards the sacred waters

  • 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.

  • Chandrakanta VFX creator Nikhil Sinha steps into training, starts Vertex School

    MUMBAI: With the aim of upscaling the VFX standard in India, Triangle Films producer Nikhil Sinha has opened Vertex School of Visual Effects and Animation, a VFX institute. Known for the visual effects for shows such as — Mahakumbh, Chandrakanta, Shapath, Chandranandini, Devon Ke Dev Mahadev and Naagarjun, Nikhil Sinha owns a visual effects company titled Vertex Volt.

    Vertex School of Visual Effects and Animation will be located in Ahmedabad, where students can enrol in the course with a lot of practice on projects. “We have done a study and realised that, in cities like Mumbai and Delhi, there are lot of learning opportunities, but, in places like Ahmedabad, the institutes are not so well-equipped. This is why I wanted to start from there, and will expand to other cities in near future.”

    The institute will have a maximum 150 seats, with short-term courses (two months) to long-term courses of (two years) which will award a post-graduate diploma. The USP of institute is that — it is affiliated with universities and also has a secured job guarantee. The school will commence from 1 May. The fee structure of the institute depends on which course the students are taking.

    For short-term course (four months), the fees is Rs 35,000 and Rs 1,90,000 for the long-term course (two years). Approximately, an investment of Rs 2 crore has been done in the venture by the producer.

    Speaking about the venture with www.indiantelevision.com, Sinha said, “We launched this company in 2011 when we started work on Mahadev. As a technical person, I have been always inclined towards visual arts and effects. Also, I personally make shows which have a lot of VFX. I am someone who always tries to give something new to the industry. And when you work on shows which have loads of VFX, you understand your need more!”

    He further added, “ We are starting with our first branch and then we will move to second one which will be in Baroda.”

    Talking about his inspiration in the field of visual effects, Sinha asserted, “Peter Jackson and George Lucas are the people whom I look up to. Also, Lord of the Rings was the film which completely changed my views regarding special effects.” He adds, “When we started the company, channels must have thought that we are just another company which will say a lot and deliver little. But, with the success of Mahadev, people started believing in our vision. I can proudly say that Vertex Volt inspired the industry to make more VFX based shows. We made them believe that it is possible.”

  • Jagran Solutions executes launch of Life OK’s ‘Mahakumbh’ in Varanasi

    Jagran Solutions executes launch of Life OK’s ‘Mahakumbh’ in Varanasi

    MUMBAI: Jagran Solutions, India’s leading brand activation agency that provides marketing services & experiential marketing solutions launched Life Ok’s newest show ‘Mahakumbh’ in the holy city of Varanasi amid press & local people of the city.

     

    Having executed a large number of shows for leading entertainment channels, Jagran Solutions bagged this account on the merit of executing events of such stature numerous times.

     

    Serial Mahadev has been successfully running on Life OK for almost three years. For its replacement, the channel was looking for something related to “mythology” genre itself. That’s how ‘Mahakumbh’ came into existence. Keeping huge expectations out of the show that features Gautam Rode as Rudra, Life Ok wanted to launch the show in Varanasi as the city makes a perfect fit for launching such a show.

     

    Jagran Solutions took the onus of creating & executing the event & press conference at two different venues in the city. Press Conference was held at Hotel Clark while the event took place at the bank of holy Ganges. In the evening the entire star cast of the Mahakumbh visited the ‘Dashashwamedh Ghat’: main ghat in Varanasi on the banks of Ganges River. A ‘riverside set up’ structured with Mahakumbh branding on backdrop and panels complimented the look of the ghat which witnessed an hour long Ganga Puja and Ganga Aarti.

     

    Manoj Tiwari: one of the leading star of Bhojpuri films participated in singing some local folk songs at the stage. The entire star-cast of the show attended the ceremony from the stage. From Dashaswamedh the crew visited Raj Ghat to try some local food and addressed the local media. Attended by stars of television show, the event was covered by leading news channels like Aaj Tak, ABP News, India TV and Saharan News.

     

    Jagran Solutions COO Pawan Bansal said, “This is the second time we have launched a product at the ghats of Varanasi. A show like Mahakumbh is made to appeal to the core audience of tier 2 cities. The event witnessed holy performances via various artists including Actors & Crew members of the show. The highlight of the event was larger than life Ganga Arti which made the backdrop for launching Mahakumbh.”  The show teasers are already on air & company has received a very encouraging response from the launch.