The Maha Kumbh, a major religious congregation held once every 12 years in Prayagraj, northern India, is likely to draw around 45 crore people over six weeks.
The event has piqued the interest of global consumer goods behemoths, including Nestle, PepsiCo, Coca-Cola, Reliance Industries Ltd., Hindustan Unilever Ltd., and Reckitt Benckiser Group Plc.
The firms are leveraging the massive marketing opportunity to combat India’s ongoing economic slowdown.
Companies are likely to spend around $310 million on advertising and promotions, independent brand consultant Harish Bijoor predicted.
The Indian government expects the Mahakumbh to add $23 billion to the slowing economy.
