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Kumbh Brand Buzz: 52% Noticed Campaigns, Redefining Reach

Brand Buzz at Kumbh Mela: 52% Attendees Noticed Campaigns, Redefining Engagement

The Kumbh Mela, one of the largest religious gatherings in the world, presents a unique opportunity for brands to reach a vast and diverse audience. With millions of attendees flocking to sacred sites, it’s crucial to understand how effective brand campaigns are at such a massive scale. Replaced with- To explore this, InsightCrunch conducted a research gathering insights from previous 750+ attendees (2019 – Prayagraj and 2021 – Haridwar), aged 18+, from 20 cities across Uttar Pradesh, Uttarakhand, Haryana, and Himachal Pradesh, to ensure a comprehensive view. Pradesh, Uttarakhand, Haryana, and Himachal Pradesh to ensure a comprehensive view. This article offers valuable insights into brand awareness, the types of products that captured attention, and the factors influencing the perceptions of attendees at Kumbh.

Amid the massive footfall and diverse brand campaigns, 52% of attendees reported noticing the campaigns. However, a large proportion of the audience either did not notice any campaigns (20%) or were unsure (28%). This highlights the challenge brands face in standing out amidst such a vast crowd at large-scale events like the Kumbh Mela.

Top-Noticed Campaigns: Fashion & Lifestyle Lead the Pack

Among the various brand categories, Fashion and Lifestyle brands led the charge, with 25% of attendees noticing their campaigns. They were followed by Spiritual and Religious Products and Food & Beverages, both of which captured 19% of the attention. While sectors like Telecom & Internet Services (9%) and Environmental & Social Awareness campaigns (5%) were present, their impact was more limited compared to the top categories.

“Kumbh Mela is not just a cultural phenomenon; it’s a unique opportunity for brands to connect with audiences on a deeply personal level. Our research reveals how the right message can cut through the crowd to leave a lasting impact”, says Deekshith Vemuganti, CEO of InsightCrunch.

How Income Groups Responded to Ad Campaigns

Brand appeal varied across different income groups. Fashion & Lifestyle campaigns were most noticed by the middle-income group (26%) and upper-income group (22%). Similarly, Food & Beverages campaigns caught the attention of 21% of middle-income and 19% of upper-income attendees. Spiritual & Religious Brands had a slightly higher appeal to the upper-income group (22%), while Telecom ads were more popular among the middle-income group (10%).

Top-Performing Brands at Kumbh Mela

Several brands excelled at capturing the attention of Kumbh Mela attendees. In the Automotive sector, Maruti Suzuki (31%) and Honda (23%) stood out. In Banking & Financial Services, HDFC (45%) and Union Bank (27%) were recognized the most. The E-commerce & Delivery Services sector saw Zomato and Swiggy each with 40% awareness. In Fashion & Footwear, Khadi India (35%) and Jockey (18%) led the pack. Similarly, Amul (31%) and Haldiram (15%) topped the Food & Beverages sector. Telecom giants Airtel (50%) and Jio (38%) were also among the most noticed, while Patanjali (27%) and Unilever (18%) stood out in the Personal Care category.

“This study underscores the importance of aligning brand narratives with the emotions and values of the audience. The results showcase the power of meaningful connections in achieving memorable campaigns”, adds Sudhanshu Gupta, VP of Insight Crunch.

Conclusion: The Power of Relevance and Visibility at Kumbh

The findings from the Kumbh Mela survey reveal that while many brands struggle to gain significant attention, those that manage to align with the audience’s values and needs are more likely to succeed. Fashion & Lifestyle, Food & Beverages, and Spiritual or Religious Brands were especially successful in engaging with the Kumbh Mela audience. Ultimately, standing out at such a massive event requires more than just visibility — it requires resonance with the values and interests of the attendees. Brands that managed to capture these connections saw a strong return on their investments, underscoring the importance of targeted and meaningful advertising at cultural gatherings.

Uncover the secrets behind effective brand engagement at India’s largest spiritual gatherings—Kumbh Mela 2025 Report. For more information, contact us at +91-9160638589 or hello@infocrunch.in