SCHEDULED FROM JANUARY 13 to February 26 in Prayagraj, Uttar Pradesh, the Maha Kumbh 2025 is expected to draw a staggering 400 million devotees over 45 days. This year's gathering offers brands a once-in-12-years opportunity to connect with a diverse audience at both grassroots and digital levels. As per estimates, brands are expected to splurge a mammoth ₹3,000 crore during the weeks of festivities.
"This Kumbh holds special significance as this particular event occurs once in 144 years, encompassing 12 Purna Kumbh Melas," says Ashish Vohra, founder & CEO of Onora Hospitality, which is focusing on religious tourism. "We aim to leverage it through two of our camp sites, and expect revenues of ₹12-15 crore over two months."
Many tech brands have also seized the opportunity. Park+, for instance, is trying to sort some of the logistical challenges, enhancing brand visibility in the process. "With over 40 crore pilgrims in attendance, we expect over 25 lakh vehicles to converge into Prayagraj. Devotees will be able to discover, pre-book and pre-pay for a safe and secure parking spot on our app," says Amit Lakhotia, CEO & founder.
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Esta historia es de la edición January 06, 2025 de Financial Express Mumbai.
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