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The sacred Maha Kumbh began on January 13 and will continue until February 26.
Maha Kumbh is taking place in Prayagraj, Uttar Pradesh. (Photo Credits: Instagram)
Maha Kumbh, the world’s largest spiritual gathering, is not just a sacred event but also a massive platform for brands to engage with audiences on a national scale. With millions of devotees coming from all corners of the world, the event offers marketing opportunities, transforming it into what marketers call a “cultural jackpot.”
The 2025 edition of Maha Kumbh has witnessed a dramatic rise in advertising and marketing spending. Compared to the 2013 edition, expenditure has surged by a staggering 300% and even against the 2019 Ardh Kumbh, there is a reported growth of 70-100%, Moneycontrol reported.
In 2013, marketing budgets ranged between Rs 1,200 crore and Rs 1,500 crore with a focus on traditional media — print, radio and outdoor ads. By 2019, the spending rose to Rs 2,000 crore – Rs 2,500 crore as the incorporation of digital campaigns and influencer marketing began. For Maha Kumbh 2025, the estimated spend is expected to exceed Rs 4,500 crore.
As per the report, top-tier brands are reportedly dedicating 15-25% of their annual marketing budgets to Maha Kumbh, while regional players are allocating 25-30%. FMCG companies like HUL and ITC are leading the pack with spending exceeding Rs 120 crore to enhance visibility through hoardings, on-ground activations and transit advertising.
Telecom brands like Airtel are reportedly spending Rs 80 crore-Rs 100 crore each on 5G promotions. Digital platforms, Paytm and Flipkart, are targeting rural consumers with budgets of Rs 50 crore-Rs 70 crore. Healthcare and wellness brands have allocated approximately Rs 30-Rs 50 crore towards kiosks, sponsorships and awareness initiatives.
Moneycontrol reported FMCG brands dominate the marketing landscape at Maha Kumbh 2025, contributing a significant 35% of the total spending. BFSI (banking, financial services and insurance) follows with 20% of the overall expenditure while telecom brands come in third with a contribution of 15%.
FMCG and telecom brands are spending between Rs 50-100 crore each to promote their products. Smaller regional brands and start-ups, however, are working with budgets of Rs 5-Rs 10 crore, targeting specific groups of people with their local campaigns.
The report citing experts mentioned that big brands were setting aside 15-25% of their yearly marketing budget for Maha Kumbh 2025 while regional brands are going even higher, spending 25-30%.
Both outdoor and digital platforms are playing their significant roles in Maha Kumbh. Outdoor advertising takes up around 25-40% of the marketing budget with rates soaring due to high demand. Key locations like the Sangam ghats and entry points now cost Rs 10-Rs 15 lakh per hoarding per month, compared to Rs 6-Rs 9 lakh in 2019. Premium spots such as billboards on the main ghats are priced between Rs 25-30 lakh per month.
Brands are allocating 40% of their budgets to online campaigns. For event-related campaigns, CPMs (cost per thousand impressions) are reaching Rs 600 to Rs 800.
Influencer marketing is also making a mark, taking up 10% of ad spends. Local influencers who connect with audiences through regional content are charging Rs 2-Rs 9 lakh per post while macro influencers demand Rs 10-Rs 30 lakh.
