Bengaluru, 28 January 2025: The Association of Mutual Funds in India (AMFI) is making its presence felt at the Maha Kumbh 2025, where over 40 crore Indians are expected to visit. With a vision to spread financial literacy and educate millions of visitors about the benefits of Mutual Funds, AMFI’s campaign integrates innovative on-ground activities to ensure deep engagement.

Two specially designed buses have been stationed at high footfall areas, offering a unique experience where Kumbh visitors can watch engaging videos on the basics of mutual funds, participate in interactive quizzes, while re-charging their mobile phone at charging stations. People answering questions correctly are gifted a 12-year Hindu calendar, the Nivesh Panchang, highlighting auspicious days to start SIPs, making it a cherished keepsake.

A visually striking installation in the shape of a ‘kalash’, providing warm filtered water to visitors serves as another touchpoint for engagement. The ‘kalash’ carries messaging around SIP and how small savings can help to achieve dreams. To further strengthen its connection and help the crowd brave the cold, AMFI is distributing branded blankets to pilgrims housed in government-constructed tents, ensuring warmth and comfort while reinforcing its messaging around SIP. The initiatives not only focus on financial literacy but also keep in mind the need of the visitors in the cold weather thus building a strong brand connect and bridge the trust deficit.

Speaking about AMFI’s initiative at Maha Kumbh 2025, Navneet Munot, Chairman, AMFI, commented: “At AMFI, we are committed to empowering individuals with financial literacy. Our participation in Maha Kumbh is a meaningful step toward merging the essence of tradition with the opportunities of financial inclusion. Just as Kumbh symbolizes the confluence of culture and spirituality, mutual funds represent the confluence of faith and discipline—especially SIPs, which enable individuals and families to achieve their financial aspirations. We are honoured to bring this message to one of the world’s most iconic gatherings.”

Adding further, Venkat N Chalasani, Chief Executive, AMFI, said: ” The Maha Kumbh Mela allows us to connect with millions of people and create trust and recall by helping them understand the importance of financial planning and the role of mutual funds in achieving their life goals. Through innovative activations and culturally relevant messaging, we aim to empower individuals to take charge of their financial futures.”

Adding to the vibrancy, the “Sahi Hai Mandli” troupe, dressed in ‘Mutual Funds Sahi Hai’ branded attire, which rewards positive acts like conserving water or maintaining cleanliness, while energizing the atmosphere with a live jingle sung by the troupe which talks about developing a new good habit of investing in mutual funds through SIP. The Sahi Hai Mandli gives the Nivesh Panchang as the reward, driving home the messaging of SIP.

The campaign also extends beyond the Kumbh grounds with a 30-day Out-of-Home (OOH) campaign covering key locations in Prayagraj and Varanasi, including railway stations and airports. The Ganga Gomti Express, which plies daily between Prayagraj and Lucknow has been branded with ‘Mutual Funds Sahi Hai’ messaging. Collaborations with local channels like UP Tak will amplify visibility through exclusive stage programming, nukkad natak on mutual funds, live streams, and strategic content placements.

Through these initiatives at the Maha Kumbh Mela, AMFI aims to create awareness about Mutual Funds and lead to financial inclusion by blending financial literacy with cultural significance at this grand event.

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Bengaluru, 27th January: In a pioneering initiative, IIT Kanpur is conducting a comprehensive 360-degree review of Mahakumbh 2025. The project is championed by the team led by Prof. Munmun Jha as the principal investigator. One of the key aspects of Mahakumbh is its comprehensive safety, security, and disaster management protocols for one of the world’s largest religious gatherings. The review team of the policing, safety, security, and disaster management consists of a distinguished team of experts and IIT Kanpur students led by Prof. Deepu Philip, Professor in Charge of the SIIC (Startup Incubation and Innovation Centre IITK).  The Mahakumbh Mela administration, police administration, and administrators of other stakeholders collaborated closely with the IITK team to ensure a safe and well-managed event.

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At the event, Ms Akanksha Rana praised the program, stating, “Vidya Kumbh is a commendable initiative that will inspire children from labourer families towards education and secure their future. This effort to prioritise education amidst a grand event like the Maha Kumbh Mela will bring a significant change in the lives of these children.”

The Maha Kumbh Mela is India’s largest religious and cultural gathering, attracting millions of devotees, pilgrims, and tourists. This once-in-12-year event generates significant economic activity, with over 90,000 workers across departments contributing to its preparations. Many of these workers, who travel from various parts of India, are accompanied by their families, including children whose education is disrupted in the process.

Vidya Kumbh is a response to this challenge, aiming to provide learning opportunities to children in and around the event. The school will run for four months, providing children access to foundational learning, quality education materials, and life skills-building activities.

“Educate Girls, in collaboration with the Basic Education Department, has launched the ‘Vidya Kumbh’ initiative to ensure that the children of labourers attending the Maha Kumbh Mela don’t miss out on their education. This transformative step towards ensuring no child’s education is disrupted due to socio-economic circumstances underscores the importance of taking education to where children are, rather than waiting for them to come to us,” added Vikram Solanki, Director of Operations, Educate Girls.

Notably, several girl children who were previously identified by Educate Girls as ‘out-of-school’ in other states, such as Uttar Pradesh, Madhya Pradesh, and Rajasthan, have been found at these camps, highlighting the critical need for ongoing educational outreach and the role Vidya Kumbh plays in keeping these children connected to education despite their transient circumstances.

“Through this camp, we are striving to promote education and connect children to foundational learning for a better future. I am confident that this initiative will be a success at the Kumbh Mela. My gratitude goes to all the organisations contributing to this effort,” added Praveen Kumar Tiwari, Basic Education Officer, Prayagraj.

Located in Sanitation Colony-2, Vidya Kumbh was inaugurated in December 2024. The event was also attended by Dr. Anand Singh, Additional Chief Medical Officer, Mr. Rajeev Tripathi, Deputy Commissioner, Basic Education Department, and representatives from Educate Girls. During the event, Educate Girls’ supplementary, remedial learning curriculum kits called ‘Gyan Ka Pitara’, which focus on Foundational Learning and Numeracy for Grades 3-5, were also distributed.

The program has garnered significant attention from dignitaries, including state education officers and NGO representatives.

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A 40,000-square-foot exhibition will offer a vivid portrayal of Uttar Pradesh’s progress, showcasing flagship initiatives like PM Awas Yojana, CM Awas Yojana, gram panchayat development, and village solar energy adoption. Designed for inclusivity, the exhibit will provide multilingual access in Hindi, English, Bengali, Telugu, and Marathi, ensuring it resonates with diverse audiences.

The 47-day event will feature rural women sharing personal stories of change, demonstrating how clean water access has transformed lives. Villages in Banda, Jhansi, and Chitrakoot now celebrate events like weddings, previously hindered by water shortages. Women from Lalitpur and Mahoba will describe health and lifestyle improvements, such as relief from carrying heavy water loads and its associated health risks.

A key attraction will be the ‘Jal Mandir’* (Water Temple), emphasizing water as a divine and essential resource. Symbolically featuring the holy Ganga flowing from Lord Shiva’s locks, it conveys the sacredness of water. Morning and evening Jal Aarti ceremonies will integrate the Jal Jeevan Mission’s conservation message with spiritual significance, creating a unique environmental and spiritual experience.

Visitors to the ‘Swachh Sujal Gaon’** pavilion will experience India’s ethos of ‘Atithi Devo Bhava’ (Guest is God). Guests will receive ‘Jal Prasad’: eco-friendly jute bags containing sacred water from the Sangam, a diary of the Jal Jeevan Mission, and educational materials detailing success stories of rural water transformation.

The pavilion will feature a Digital Corner, combining education with engagement. Visitors can access interactive games to learn about the importance of clean water and the dangers of contamination. Villagers will also benefit from real-time updates on water supply and tap connections in their areas, accessible with a single click.

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