Beyond the Dip: How Brands Leveraged the Maha Kumbh Mela for Impact

The Mahakumbh, one of the world's largest religious gatherings, serves as a dynamic intersection between tradition, spirituality, and modern commerce. This research examines the evolving role of marketing within the Mahakumbh, where brands strategically integrate their presence into the festival's cultural and spiritual essence. As millions of devotees assemble in pursuit of religious fulfillment, businesses leverage this unparalleled congregation to enhance brand visibility, create immersive consumer engagements, and align their marketing narratives with themes of devotion and communal experience. This study employs a qualitative research approach, relying on secondary sources to analyze brand engagement and marketing strategies at the Mahakumbh. Data has been gathered from a diverse range of digital resources, including websites, blogs, news articles, and social media posts by individuals who have documented their experiences and observations during the event. By synthesizing existing literature and online discourse, the research aims to construct a comprehensive understanding of how brands leverage cultural and religious sentiments to shape consumer perception and engagement. By analyzing marketing strategies implemented at the Mahakumbh, this paper highlights the impact of cultural values and faith on consumer perception, demonstrating that successful brand engagement requires a nuanced understanding of the event’s historical significance and emotional resonance. Through this lens, the research provides insights into how companies may harness the power of tradition and spirituality.

@article{ijter2025212507230318,
  author = {Dr. Ruchika Dawar and Ms. Tanisha Gupta and Ms. Bakul Kolekar},
  title = {Beyond the Dip: How Brands Leveraged the Maha Kumbh Mela for Impact},
  journal = {International Journal of Technology &  Emerging Research },
  year = {2025},
  volume = {1},
  number = {3},
  pages = {127-151},
  issn = {3068-109X},
  url = {https://www.ijter.org/article/212507230318/beyond-the-dip-how-brands-leveraged-the-maha-kumbh-mela-for-impact},
  abstract = {The Mahakumbh, one of the world's largest religious gatherings, serves as a dynamic intersection between tradition, spirituality, and modern commerce. This research examines the evolving role of marketing within the Mahakumbh, where brands strategically integrate their presence into the festival's cultural and spiritual essence. As millions of devotees assemble in pursuit of religious fulfillment, businesses leverage this unparalleled congregation to enhance brand visibility, create immersive consumer engagements, and align their marketing narratives with themes of devotion and communal experience.
  This study employs a qualitative research approach, relying on secondary sources to analyze brand engagement and marketing strategies at the Mahakumbh. Data has been gathered from a diverse range of digital resources, including websites, blogs, news articles, and social media posts by individuals who have documented their experiences and observations during the event. By synthesizing existing literature and online discourse, the research aims to construct a comprehensive understanding of how brands leverage cultural and religious sentiments to shape consumer perception and engagement.
  By analyzing marketing strategies implemented at the Mahakumbh, this paper highlights the impact of cultural values and faith on consumer perception, demonstrating that successful brand engagement requires a nuanced understanding of the event’s historical significance and emotional resonance. Through this lens, the research provides insights into how companies may harness the power of tradition and spirituality.},
  keywords = {Modern Marketing methods, Power of culture, Emotional marketing, Experiential initiatives and engagement, Technological integration},
  month = {Jul},
}

Copyright © 2025 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.