Mahakumbh: Innovation welcome, but ensure brand connect, pilgrim welfare

I have no quarrel with all the innovative thinking that guides many brands' Kumbh initiatives -- just that the motive should be brand connect and pilgrim welfare

Over the past few weeks, most creative agencies have been kept busy by clients asking for innovative ideas for the Mahakumbh. After all, an estimated 400 million pilgrims and tourists are expected (up from 250 million last time) between January 13 (Paush Poornima) and February 26 (Maha Shivratri) at Prayagraj this year. India Inc, it is said, is set to splurge at least Rs 3,000 crore only on branding and marketing.

 

Over the years, the Kumbh has become a huge platform for brands to showcase innovative ideas. Fast-moving consumer goods majors (Dabur, Reckitt’s and Lever) have been consistent do-gooders at