We were recently at the Maha Kumbh. By “we,” I mean “A devotee” and “An entrepreneur” within me.
On one hand, I was super excited and felt incredibly lucky to take the holy dip in this once-in-a-few-generations celestial event. On the other hand, I was amazed at how brands seized this occasion to create visibility and market for themselves.
Maha Kumbh is not just a congregation of faith but also a pitching ground for brands”, a ₹3000 crore opportunity.
But one brand grabbed my ‘disproportionate attention‘, Campa Cola. Yes, the brand that Reliance bought and relaunched in 2023. Despite the might of Reliance, Campa Cola’s market share is just 2% of India’s non-alcoholic beverages segment.
“How Campa Spent Money at Maha Kumbh 2025”
- Campa Ashram : RCPL set up a resting zone for pilgrims to enhance its brand presence.
- Advertising: RCPL heavily advertised its Campa brand across the event.
- Refreshments: RCPL provided essential refreshments to ensure pilgrims remained hydrated and energized.
- Huge Signboards & Availability: From massive hoardings to product availability at almost every counter, Campa Cola was everywhere—almost as if it had formed a partnership with Maha Kumbh itself.
Campa Cola was not just visible, but it managed to capture over 35 to 40 crore taste buds, including mine, for the first time since its relaunch.
I am not a cola or soft drink person, yet its presence intimidated me. Also, after walking for over 17 Kms, I felt I deserved one soft drink—oops, Campa Cola.
But it wasn’t just Campa Cola. Brands from every sphere made their presence felt.
From banks to UPI services, mobile electronics to Fevicol, from national brands like Bikaji to regional brands like Vikram Tea, companies spent anywhere between a few lakhs to several crores to be a part of this event.
And why not?
According to the Confederation of Indian Industry (CII), Maha Kumbh 2025 is projected to contribute nearly ₹2 lakh crore to Uttar Pradesh’s economy.
This makes me wonder, what is Maha Kumbh? A spiritual event or a commerce opportunity?
To sum this up:….. It’s a Prayag.
कहने को मैं भगवान हूँ, फिर भी बिकता हूँ मैं बाज़ार में
हूँ मैं अनमोल, पर भाव तय करें हाट के बोल।
कभी मूर्ति, कभी चित्र, कभी फूल, कभी धूप
जो भी हो आस्था, बिक जाऊँ हर रूप।
कभी पत्थर, कभी मिट्टी, कभी धातु में ढल जाता हूँ,
भक्त के मन में श्रद्धा बन, हर घर में पूजा जाता हूँ।
कहीं मेले में सजता हूँ, कहीं मंदिरों में विराजमान हूँ,
पर भूखे कारीगर के घर, मैं ही रोटी बन जाता हूँ।
भक्ति भी हूँ, व्यापार भी हूँ, आस्था और रोज़गार भी हूँ,
कहने को मैं भगवान हूँ, फिर भी……….!!!! 🙏
– Mr. Dhaval Radia , Founder & CEO , RUPYZ