India is home to nearly 100 million diabetics, of whom over 60% remain undiagnosed.  Diabetes is also the leading cause of preventable blindness. Conceptualized by Godrej Creative Lab, the in-house creative studio of GCPL, ‘Naga Saint Eye Test’ took a bold and culturally rooted approach to spotlight this issue of diabetes-induced blindness.

Leveraging the spiritual aura and visibility of the Naga Sadhus, the health initiative transformed them into living eye vision testing charts, with bold Hindi letters painted on their bare backs in Devanagari script. Those unable to read the letters were guided to a free eye check-up camp. The initiative was conducted at the Triveni Sangam site during the Maha Kumbh Mela 2025 in Prayagraj, Uttar Pradesh.

Swati Bhattacharya, Global Head of Godrej Creative Lab, the in-house creative studio of GCPL, said, “The most complex human problems can have the simplest of solutions. Our first win was when the Naga Sadhu community said ‘yes’ to us. This win will now make the Eyebetes foundation get visibility all over the world. Our idea has travelled from the world’s biggest spiritual festival to the world’s biggest creative festival.”

Dr. Nishant Kumar, Founder, Eyebetes Foundation, said, “Preventable blindness due to diabetes is a cause close to my heart. In collaboration with Godrej Consumer Products and Godrej Creative Lab, we transformed awareness into action at the Maha Kumbh in a way that was both culturally resonant and emotionally powerful. Using Naga sadhus as live eye charts captured public imagination and sparked thousands of on-ground vision screenings. Winning a Silver Lion at Cannes not only validates the creativity and purpose behind this campaign but also puts a global spotlight on an Indian innovation that is saving sight and lives.” 

With 600 million people reached and 400,000 individuals received eye care, the ‘Naga Saint Eye Test’ became one of the largest public health interventions at Maha Kumbh 2025.

By introducing the social initiative at one of the world’s largest spiritual gatherings, GCPL and Eyebetes Foundation brought this urgent public health issue to the forefront—using tradition and faith to connect with people in a way that was both meaningful and memorable.

21^st Bengaluru, February 2025: Lauritz Knudsen Electrical and Automation (formerly known as L&T Switchgear), a leader in the Indian electrical and automation sector, has partnered with the Uttar Pradesh Jal Nigam (U) for Maha Kumbh 2025 in Prayagraj.

The company’s cutting-edge smart controllers have been deployed to ensure a reliable, remotely operated water supply system, enabling seamless distribution of water to millions of pilgrims at the Maha Kumbh without manual intervention in high-density areas. Additionally, the company has installed power quality improvement solutions to optimize efficiency. These controllers and products facilitate the extraction of clean water for the needs of pilgrims, including drinking and personal use. This innovative setup will be vital in maintaining a consistent and reliable water supply during the ongoing ‘Mela.’

In another development to bolster water infrastructure in the state, Lauritz Knudsen successfully showcased the reliability and advanced capabilities of its switchgear solutions to the Uttar Pradesh Irrigation Department.

Commenting on the partnership, Deepak Sharma, Zone President, Greater India and MD and CEO, Schneider Electric India said, “Lauritz Knudsen’s impact in Uttar Pradesh extends beyond the Maha Kumbh project. As India marches towards ‘Viksit Bharat 2047,’ Lauritz Knudsen remains at the forefront of the energy and automation revolution, strengthening the country’s infrastructure with cutting-edge technology. Through projects of this stature and strategic collaborations with key government departments, the company continues to play a pivotal role in India’s journey towards a smarter and more resilient future.”

Naresh Kumar, COO, Lauritz Knudsen Electrical and Automation, said “The UP-Irrigation Department, a key stakeholder with an installed base of over 34,000 submersible pump units across the state, has been leveraging Lauritz Knudsen’s smart solutions to enhance pump protection and reduce motor failures. This deployment has resulted in a 60% reduction in motor burnouts, significantly improving operational efficiency and prompting the department to plan further MCCB procurement in the first quarter of 2025.”

Vikrant Singh, Executive Engineer, UP Irrigation Department, Government of Uttar Pradesh, said, “We are happy to have partnered with Lauritz Knudsen Electrical & Automation, one of India’s leading electrical companies, which is a testament to our commitment to leveraging advanced technology for sustainable water management. Our endeavour was to enhance the infrastructure needed for irrigating farms and exemplify our focus towards improving operational efficiency across Uttar Pradesh’s irrigation systems. The significant reduction in motor burnouts underscores the impact of innovative solutions in safeguarding our resources and ensuring seamless service.”

Satish Kumar, Assistant Engineer, UP Jal Nigam (Urban), Prayagraj, said, “We are highly satisfied with the performance of Lauritz Knudsen Electrical and Automation’s products. Their products performance has led to the delivery of advanced technology for sustainable water management. The UP Jal Nigam team’s endeavour is to enhance the infrastructure required for such a monumental event while improving operational efficiency across Uttar Pradesh’s water supply systems.”

Lauritz Knudsen Electrical and Automation is a part of the Schneider Electric group in India.

Bengaluru, 4^th February 2025: Human Mobile Devices, HMD, announces the launch of one-of-a kind service initiatives at Maha Kumbh Mela 2025, demonstrating its commitment to enriching the pilgrim experience through innovative technology and support services. The company has established a comprehensive presence in Prayagraj with multiple programs designed to assist visitors during their spiritual journey

Key Highlights of HMD Initiatives at Maha Kumbh:

• Comprehensive Mobile Care: The HMD Care Camp offers diagnosis and repairs for HMD Smartphones, Feature Phones, and Nokia Feature Phones. The brand is also providing a replacement unit to the customers if their feature phones are under the 1-year replacement guarantee. As an additional service, the company is also running a unique loaner phone program providing temporary devices during the repair period
• local travel information feature: In collaboration with Radioline, HMD provides real-time access to essential Maha Kumbh information, including important dates with significance, local travel information feature, and extensive guides for pilgrims
• Tourism Partnership: In collaboration with the Ministry of Tourism and the Uttar Pradesh government, HMD advocates the ‘Dekho Apna Desh’ campaign, promoting domestic tourism through digital engagement and on-ground activities at the premises of the Maha Kumbh Mela
• Regional Integration: Working closely with the Uttar Pradesh Tourism Department, HMD has established branded touchpoints across Prayagraj, creating a network of support centers in retail stores and key locations throughout the procession grounds.

Along with these support initiatives, the company has also planned a 360-degree campaign spread across OOH, social media and digital as an extension of HMD’s Khoob Chalega Campaign of HMD 105 and HMD 110. The campaign resonates with the brand ethos of providing longer battery life, bigger screen and inventive UPI application, enabling secure financial transactions even without a smartphone.

Commenting on the new initiative, Ravi Kunwar, CEO & VP, India & APAC, HMD, said: “The Maha Kumbh Mela is a once-in-a-lifetime spiritual journey, and at HMD, we take pride in enhancing this profound experience through our strong regional presence and groundbreaking feature phone innovations. By collaborating with the UP Government under the ‘Dekho Apna Desh’ campaign, we’re not only celebrating India’s cultural heritage but also empowering pilgrims with reliable connectivity, disruptive technology like UPI application, and dedicated support services to ensure their journey is as seamless and fulfilling as possible”

The initiatives align with HMD’s mission to provide technology solutions that serve real human needs while supporting cultural and spiritual experiences.

Bengaluru, 15 January 2025: Air India today announced it will temporarily operate daily flights between Delhi and Prayagraj during the Maha Kumbh Mela 2025, the world’s largest spiritual gathering.

To meet the high travel demand, Air India will operate the route from 25 January to 28 February 2025. With these flights, Air India brings the only full-service flying option between the two cities for customers, offering them the choice of premium cabins in addition to Economy Class.

With convenient daytime departures in both directions, the flights enable seamless connections via Delhi to customers travelling to/from various parts of India as well as North America, Europe, Australia, and several countries in Southeast Asia.

Bookings for the flights are being progressively opened on all channels, including Air India’s website, mobile app, and through travel agents.

–          The  microsite is designed to empower pilgrims with hassle-free & seamless travel planning for the ongoing spiritual gathering 

Mumbai, 15^th January 2025: ixigo, India’s leading OTA for the Next Billion Users, has introduced a dedicated microsite to help devotees, pilgrims, and travellers plan for Maha Kumbh 2025, which is taking place in Prayagraj from January 13 to February 26, 2025. As the world’s largest spiritual gathering, Maha Kumbh draws millions of devotees and pilgrims from across the globe. ixigo’s microsite acts as a one-stop destination, providing a comprehensive guide to logistics, rituals, activities, and everything needed to navigate this extraordinary event seamlessly.

ixigo’s Maha Kumbh 2025 guide makes planning seamless by enabling travellers to book hotels, tents, flights, trains, and buses, all in one place. The microsite highlights key events like the auspicious bathing dates, ensuring you don’t miss the festival’s most significant moments. Powered by ixigo’s AI-driven tool PLAN, the guide offers tailored itineraries for every preference, including heritage walks, family-friendly activities, and photogenic spots. For a truly immersive experience, explore Prayagraj’s rich spiritual and cultural legacy through engaging videos showcasing iconic landmarks, must-visit temples, and local food trails.

As Maha Kumbh 2025 unfolds, ixigo has witnessed a 2.6x surge in flight and train bookings to Prayagraj and nearby areas. Flight bookings to Prayagraj have skyrocketed by 162% year-on-year, while Varanasi and Lucknow airports have seen growth of 127% and 42%, respectively. Train bookings have surged by 187% YoY, with solo travellers accounting for  57% of the total bookings, out of which 39% are women. Bus bookings have also seen a significant rise, with maximum traction seen from Delhi (27%), Nagpur (18%), and Jaipur (15%). Notably, Gen Z and millennials are driving the majority of bus bookings, reflecting their enthusiasm and active participation in this iconic spiritual gathering.

Speaking on this, Aloke Bajpai, Group CEO & Rajnish Kumar, Group Co-CEO, ixigo said, “Our Maha Kumbh 2025 micro-site is designed to empower millions of devotees and travellers with the essential tools and information to make their journey to the world’s largest spiritual gathering as smooth as possible. With an unprecedented surge in travel to Prayagraj, leading to significant growth in flight, train, and bus bookings, our platform offers a one-stop guide to help pilgrims plan every aspect of their journey. From travel logistics to rituals and activities, our goal is to ensure a seamless and stress-free experience for travellers from every corner of the world.”

The Maha Kumbh Mela 2025, a once in a lifetime event, is expected to draw approximately 400 million pilgrims this year. Given its sheer magnitude, it will be paramount for authorities including the Maha Kumbh Police to ensure a peaceful and transformative experience for all devotees at the event. To contribute to this objective, Eveready has stepped forward to present its latest innovation, the Siren Torch DL102, to the Maha Kumbh Police.

Eveready Ultima Batteries & Siren Torches will also be prominently visible across the Kumbh VIP Dome City and various parts of the holy city.

Commenting on the initiative, SSP Kumbh Mela, Shri. Rajesh Dwivedi, said, “We have made extensive arrangements for the safety and security of pilgrims. Eveready’s Siren torches will also be an important part of this arrangement. It will definitely help strengthen our efforts”.   

The Eveready Siren Torch, while serving as a traditional flashlight, transforms into a powerful and empowering safety device with a 100dbA sound alarm that can be activated by simply pulling an attached keychain. As part of this initiative, Eveready will undertake a practical demonstration for the Maha Kumbh Police to showcase the dual functionality and utility of the device.  This versatile and pocket-friendly flashlight which is more than just a product, is a symbol of safety, empowerment and the ability to raise one’s voice in critical moments.

Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights) at Eveready Industries India Ltd., said, “The Maha Kumbh Mela is one of the world’s largest congregations and this year the 44-day long spectacle is expected to draw unprecedented visitors. Over the years, police has consistently done a commendable job by efficiently managing large crowds thereby safeguarding millions of pilgrims during their spiritual journey. This year, we are proud to join forces with the Maha Kumbh Police equipping them with the powerful Siren Torch to assist them in effective crowd management and maintaining a safe environment.” 

Link to the teaser video: https://www.youtube.com/watch?v=FlC9rUFIC58

The Siren Torch will further help the police manage vast crowds while simultaneously enhancing surveillance and security measures at the venue. Furthermore, the Maha Kumbh Police and Eveready will also display emergency contact numbers, at prominent police posts, to help attendees reach out to relevant authorities in case of any crisis.

The revolutionary DL102 Siren Torch is an indispensable instrument and stands as a beacon of confidence, giving individuals especially women, the assurance to push boundaries and explore horizons without compromising on their safety. This powerful device empowers them to move forward boldly and carefree transforming moments of hesitation into opportunities for fearless advancement.

The ITDC Camp Site promises a seamless blend of spirituality, comfort, and modern amenities. It features Super Premium Suites, Premium Suites and Deluxe Suites, each tailored to provide a serene and comfortable environment. This ensures that visitors can fully immerse themselves in the spiritual essence of the Maha Kumbh Mela while enjoying world-class accommodations. In addition, ITDC has curated series of activities at campsite ranging from Yoga & Meditation, Ethnic food sessions to cultural delights and more. Celebrating India’s vibrant tangible and intangible heritage, further enriching the experience for all guests.

Speaking about the initiative, Mr. M.R. Synrem (IAS), Joint Secretary, Ministry of Tourism, GoI said, “The Maha Kumbh Mela is not just an event; it’s a spiritual awakening for millions. Our aim with the ITDC Camp Site is to elevate this pilgrimage by offering a safe, comfortable, and memorable experience for all our visitors. By merging spirituality with ITDC hospitality legacy, we are committed to making this Kumbh Mela an unforgettable journey.”

Adding to this, Mr. Lokesh Kumar Aggarwal, Director Finance, ITDC, stated, “At ITDC, we take immense pride in redefining hospitality. The ITDC Camp Site at the Maha Kumbh Mela 2025 is designed to cater to the needs of a diverse audience, from domestic pilgrims to international visitors. We are excited to welcome everyone to experience the grandeur of this event with the finest accommodations and unparalleled curated experiences.”

ITDC is offering amenities at the luxury camp including Airport transfers, Guided Mela Tours, Forex counter, Extensions to Varanasi and Ayodhya. The Maha Kumbh Mela 2025 is not only a profound spiritual journey but also a celebration of India’s vibrant heritage, culture, and hospitality, promising an unforgettable experience for every visitor.