Campaign India Team
Feb 16, 2013

Weekend fun: Innovations at the Kumbh Mela

Brands making their presence felt included Lifebuoy and Tata Swach

Weekend fun: Innovations at the Kumbh Mela

The Maha Kumbh Mela in Allahabad has been in the news over the last week for the fire that broke out earlier today and the stampede that took place earlier in the week. We’re stepping aside from those instances and showing our readers some of the innovations that brands have executed at the Mela.

Lifebuoy’s innovation hopes to remind the attendees of the importance of washing hands and protecting oneself from germs. The brandis spreading this message at key junctions throughout the city through street hoardings and banners. In addition to the hoardings, Lifebuoy engaged with a ‘roti’ activation created by Ogilvy Action to spread its message.


Tata Swach, Tata Chemicals’ low-cost water purifier has joined hands with the UP Jal Nigam to provide pure and safe drinking water free of cost, to all Maha Kumbh Mela pilgrims.

Tata Swach has stationed 300 water purifiers spread over 28 booths. The brand estimates that over one million litres of water will be consumed by the pilgrims at the mela.





Campaign India

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