Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

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As the Indian Premier League (IPL) continues to command attention across the nation, marketing experts are advocating for an omnichannel approach to advertising, urging brands to expand their presence beyond traditional platforms.

<a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

"Since IPL is omnipresent - with consumers simultaneously scrolling, tweeting, and shopping during matches—leveraging a cross-channel strategy is crucial to capturing fragmented attention across the open web, social media, and mobile platforms," said Saurabh Khattar, Country Manager at IAS India. "Brands should move beyond a single-screen focus and adopt a multichannel approach."

Speaking at the Storyboard18 Global Pioneers Summit 2025, Khattar emphasized the importance of contextual advertising, advising brands to align their campaigns with key IPL moments. "Beyond brand safety, marketers must prioritize measuring audience attention and optimizing ad spend to maximize returns on advertising investment (ROAS)," he noted.

<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

The shifting dynamics of media consumption were also a focal point of discussion. Tushar Malhotra, Director of Sales and Marketing at Bisleri India, highlighted the growing influence of younger consumers. "The digital landscape has evolved rapidly. Traditional metrics like Share of Voice (SOV) and Gross Rating Points (GRP) once dominated advertising budgets, but Gen Z audiences are moving away from television in favor of digital platforms. To engage this demographic effectively, brands must cultivate a strong digital presence," Malhotra said.

He further emphasized the need for an integrated marketing approach, in which messaging is seamlessly distributed across multiple channels to reach a diverse consumer base.

MVS Murthy, Chief Marketing Officer at Federal Bank, acknowledged the challenges of engaging an increasingly fragmented audience. "My concern is whether a narrative designed for a 45-second television spot can be effectively translated into an Instagram Reel," he said. With consumers engaging with media content around the clock, brands must find innovative ways to remain relevant and sustain audience engagement, he added.

<a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a>

Looking ahead, Murthy predicted that global brands will prioritize measurable advertising performance, while mid-sized companies may continue to allocate resources to non-digital channels. "We are witnessing a significant shift in above-the-line (ATL) advertising as mid-market and mid-tier segments in India experience growth," he observed.

Khattar also highlighted the growing role of Connected TV (CTV) in digital marketing. "Digital and video marketing are expanding rapidly, and within this space, CTV has emerged as a premium channel," he said. "In 2023, India had nearly 28 million CTV households, a number expected to reach 50 million by the end of 2025. As a result, ad-supported streaming is on the rise, offering brands enhanced measurability and real-time optimization capabilities."

As digital media consumption patterns continue to evolve, marketers remain focused on devising innovative strategies to keep pace with an ever-changing landscape.

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11's IPL campaign creators unveil behind-the-scenes insights at Storyboard18's Global Pioneers Summit</a>


More about the Storyboard18 Global Pioneers Summit

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

Watch here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/feussUiVNDM?si=YcA81JZiESDvendD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Cricket, commerce, connectivity: Top marketers on how brands can win big in IPL

India is one of the most coveted markets for the global advertisers and marketeers. The advertising and marketing industry is on the verge of massive changes coming in the future. Speaking about this aspect, Sir Martin Sorrell, S4 Capital Chairman addressed the audience at Amazon MX Player's Streamnext revealed his thoughts on how powerful leadership can change the way a country is perceived globally by businesses.

Speaking about India's future, he said, "By 2050, 3 of the world's largest economies, China, India, and Indonesia will be in the top five. The other 2 will be Germany, and and probably Japan. So those will that will be the way that it sort sorts out and Asia will be pretty important. One caveat about Asia, if you're big as a client in China, defined as 15 to 20% or more of yourselves in China, do you really wanna be bigger given the Taiwan and security risk?"

<a href="https://www.storyboard18.com/brand-marketing/businesses-must-take-back-control-in-an-ai-driven-future-s4s-martin-sorrell-55132.htm">Also read: Businesses must take back control in an AI-driven future: S4's Martin Sorrell</a>

Continuing his explanation, he said, "That's where India comes to play because India is the alternative. So China, India, Indonesia, Vietnam, Thailand, the Philippines, Singapore, Malaysia, all offer huge opportunities for our clients in terms of growth. A on a micro, basis, and then Europe is very troubled at the moment. I come from the UK."

Earlier, Sir Martin Sorrell has spoken about Prime Minister Narendra Modi and praised his keen sense of marketing and branding. Elaborating on the same, he said, "UK has a huge economic pressure along with France and Germany, and I don't think that those three economies here in India under Prime Minister Modi, who clearly understands the importance of leadership, the importance of branding, and the importance of strength and direction and vision."

<a href="https://cms.storyboard18.com/brand-marketing/india-to-emerge-as-the-top-alternative-to-china-for-global-advertisers-says-sir-martin-sorrell-55121.html">Also Read: India emerges as top alternative to China for global advertisers, says Sir Martin Sorrell</a>

PM Modi understands importance of strength, direction and vision, says Sir Martin Sorrell

India is one of the most coveted markets for the global advertisers and marketeers. The advertising and marketing industry is on the verge of massive changes coming in the future. Speaking about this aspect, Sir Martin Sorrell, S4 Capital Chairman addressed the audience at Amazon MX Player's Streamnext revealed three things agencies and marketeers should think about.

He spoke about how important these factors are and said, "The first is agility. Easy to say, every CEO standing on a stage like this of an agency or of a client says their organisation is agile. And in a world where there is so much volatility and so many challenges, Agility is absolutely key. So speaking about it is one thing, but actually doing it in it, fermenting it is critical. 

He spoke about how taking back control is integral to any agency. "You may find that odd coming from an agency man. But the reason I think is quite clear. In the great financial crisis in 2008 and after it, the financial function inside clients said, outsource. Let's get the headcount out. That's totally wrong in an an AI technologically driven world. Businesses and clients have to take back control. And they have to internalise more and more of their functions. That's because control of content and ideation is critically important. 

The third thing that he revealed was how and why first party data is critically important. "Having an understanding on a detailed basis, particularly in areas such as visualization, copywriting, and personalization of scale and media planning buying is pretty important. So what we are seeing, for example, at the work that we're doing with General Motors, who are the first company on a global basis to really look at AI in a truly analytical way and change their organization as a result. The sort of things we're doing are very much about changing the nature of control by client and agency. There are 3 models. There's an embedded model where we put our people into the client. There's the in house model and there's the outsource model to us. So take back control is also model to us. And the third thing is first party, and the final thing is first party data."

<a href="https://www.storyboard18.com/brand-marketing/india-to-emerge-as-the-top-alternative-to-china-for-global-advertisers-says-sir-martin-sorrell-55121.htm">Also Read: India emerges as top alternative to China for global advertisers, says Sir Martin Sorrell</a>

Data for control of first party data together with the signals, for example, on Amazon, is critically important. So in summary, a difficult world, but a world where picking geographies and using technology to drive efficiency is pretty important. "A world where digital dominates and the platforms, the key platforms, the 6 in particular that I mentioned, along with Nvidia and Microsoft and Apple and Salesforce and Oracle and Adobe, I think in particular will become increasingly important in an AI driven, energy driven, capital investment driven world," he concluded.


<a href="https://www.storyboard18.com/brand-marketing/modi-a-master-marketer-martin-sorrell-praises-indias-strong-global-presence-53977.htm">Also Read: Modi, a master marketer: Martin Sorrell praises India's strong global presence</a>

Businesses must take back control in an AI-driven future: S4's Martin Sorrell

The Madras High Court has temporarily restrained Shaadi.com from airing its widely publicized advertisement that guarantees users a bride or groom within 30 days or offers a money-back guarantee on the user fee, as per media reports. 

The court observed that the claim was misleading and amounted to unfair trade practices.

Justice RMT Teekaa Raman passed the interim injunction order while allowing an application filed by Matrimony.com Limited, which operates BharatMatrimony.com, seeking to block the airing of Shaadi.com's advertisement.

The court noted that Shaadi.com had violated the Code for Self-regulation of Advertising Content in India by employing misleading claims. "This Court finds that the respondent by employing a misleading advertisement with falsehood has contravened the Code for Self-regulation of Advertising Content in India and indulged in unfair trade practice and he has made a false assertion that utilizing their service comes with a guarantee that the user will find a bride/bridegroom within a period of thirty days and also made a false assertion that the user shall be guaranteed money back in the event they fail to secure a bride/bridegroom," the judge said in the report.

Further, the court observed that the advertisement was in contravention of the Cable Television Networks Rules, 1994, and posed a significant risk of misleading the public. "The 'money-back guarantee' advertisement appears to be highly misleading and deceptive, and the general public, in all probability, will fall prey to it," Justice Teekaa Raman remarked.

"In the larger interest of the general public, since a prima facie case has been made out, this Court is inclined to allow this application and grant an ad interim injunction as prayed for," the order read.

Matrimony.com had argued that Shaadi.com was using dishonest and deceitful advertising tactics to promote its services across broadcasting and online platforms. 

However, Shaadi.com defended itself, claiming that the lawsuit was a result of business rivalry and an attempt to undermine its market position.

Madras HC restrains Shaadi.com's ad over "30-day money back guarantee" misleading claims

The Advertising Standards Council of India (ASCI) Academy, in collaboration with PSA Legal and Tsaaro Consulting, has launched a white paper titled "Navigating Cookies: Recalibrating Your Cookie Strategy in Light of the DPDPA."

The paper delved into how businesses can align their cookie usage with India's Digital Personal Data Protection Act (DPDPA) while maintaining a balance between user privacy and effective advertising.

Read more: <a href="https://www.storyboard18.com/digital/asci-academy-releases-white-paper-on-navigating-cookies-in-the-age-of-dpdpa-54761.htm">ASCI Academy releases white paper on navigating cookies in the age of DPDPA</a>

Cookies play a crucial role in digital advertising, helping advertisers track user behaviour, preference, and browsing history. For brands, cookies facilitate targeted ads, better engagement, and improved ROI. Meanwhile, users benefits from a personalized browsing experience, with websites remembering their preferences and streamlining interactions.

Read more: <a href="https://www.storyboard18.com/digital/how-india-is-catching-up-on-user-data-protection-with-dpdpa-54779.htm">How India is catching up on user data protection with DPDPA</a>

But not all cookies are the same! Here's a breakdown of six types of cookies used in digital advertising:

1. Essential/Strictly Necessary Cookies

These cookies are indispensable for websites to function correctly. They enable basic navigation, secure access, and seamless transactions—without them, many sites wouldn't work as expected.

Example:

- Session cookies – Keep users logged in while browsing an e-commerce site (e.g., maintaining shopping cart contents).

2. Performance/Analytics Cookies

These cookies collect anonymized data on user interactions, helping brands optimize website performance and enhance user experience. They track metrics like page views, time spent, and click-through rates.

Examples:

- Google Analytics Cookies (_ga, gid) - Track user interactions and website traffic.
- Facebook Analytics Cookies - Analyze engagement and ad performance.

3. Functionality Cookies

These cookies remember user settings and preferences, ensuring a tailored experience across different visits. 

Examples: 

- YouTube Cookies (PREF, VISITOR_INFO1_LIVE) - Store video playback preferences like resolution and autoplay settings.
- Spotify Cookies - Save volume settings and curated playlist preferences.

4. Targeting/Advertising Cookies

These cookies track browsing behaviour to deliver highly relevant ads to users.

Examples:

- Google Ads Cookies (IDE, ANID) - Personalize ads and manage remarketing campaigns.
- Facebook Pixel Cookies (fbp, c_user) - Track conversions and user activity for better ad targeting.

5. Social Media Cookies

Used by social media platforms, these cookies facilitate content sharing and personalized advertising based on user interactions within their networks.

Examples:

- Twitter Cookies (personalization_id) - Track engagement and recommend tailored content.
- LinkedIn Cookies (bcookie, liap) - Authenticate users and analyze ad performance.

6. Security Cookies

Designed to safeguard online accounts and prevent cyber threats, these cookies help websites verify authenticity and detect fraudulent activities.

Examples:

- Google Security Cookies (SID, HSID) - Prevent unauthorized access and secure user sessions.
- Cloudflare Cookies (cfduid) - Identify trusted traffic and protect against cyberattacks.

As data privacy regulations evolve, businesses must recalibrate their cookie strategies to comply with laws like DPDPA while maintaining effective digital advertising practices. 

Read more: <a href="https://www.storyboard18.com/advertising/navigating-cookies-global-enforcement-cases-and-key-judgments-54812.htm">Navigating cookies: Global enforcement cases and key judgments</a>

Decoding 6 types of cookies in digital advertising

The Maha Kumbh Mela 2025 has arrived in grand fashion, pulling in an estimated 40 crore attendees to Prayagraj's Sangam area over 45 days.

The epic convergence of faith, culture and tradition that occurs every 12 years — officially kicked off on January 13 and will run through February 26, 2025. Recognized as on the largest gatherings in the world, it serves as an unmatched stage for brands to connect with a broad and diverse audience.

Read more: <a href="https://www.storyboard18.com/how-it-works/maha-kumbh-mela-2025-begins-in-prayagraj-drawing-millions-to-the-sacred-triveni-sangam-53123.htm">Maha Kumbh Mela 2025 begins in Prayagraj, drawing millions to the sacred Triveni Sangam</a>

Read more: <a href="https://www.storyboard18.com/brand-marketing/maha-kumbh-2025-brands-pour-in-rs-2000-crore-to-engage-record-45-crore-devotees-53334.htm">Maha Kumbh 2025: Brands pour in Rs 2,000 crore to engage record 45 crore devotees</a>

Alongside spiritual activities, brands are seizing this mammoth gathering to connect with consumers—particularly from rural areas—through thoughtful initiatives and services. 

Below, we spotlight standout campaigns that are blending faith with purpose-led marketing at the world’s largest religious congregation.

Dettol

Reckitt’s iconic hygiene brand, Dettol, is backing nearly 15,000 sanitation workers with training programs and easy access to soaps. By deploying health and hygiene volunteers across the Mela’s 25 sectors, Dettol is ensuring pilgrims stay safe and informed—underscoring the brand’s commitment to public health.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Press-Release-Dettol-Banega-Swasth-India-Leads-the-Way-for-a-Swachh-and-Swasth-Maha-Kumbh-Mela-2025-2025-01-f76b5c1303ba66f3345228aba675e074.jpeg" alt="" width="1600" height="1040" class="alignnone size-full wp-image-53186" />

Blinkit

Blinkit opened a temporary 100 sq ft store at the Maha Kumbh Mela in Prayagraj to serve pilgrims and tourists. This store caters to Arail Tent City, Dome City, ITDC Luxury Camp, Devrakh, and other key areas around the mela. There is also a specially curated assortment of essentials, including pooja needs, milk, curd, fruits, and vegetables (both for personal consumption and for daan), as well as chargers, power banks, towels, blankets, bedsheets, and more. Moreover, Blinkit has also stocked Triveni Sangam Jal bottles, ensuring that all visitors can conveniently access both spiritual and daily necessities.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Blinkit-Maha-Kumbh1-2025-01-a6d6d3be8dbe8a7aaf2f3d671b5bd500.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54385" />

Dabur

Homegrown FMCG giant Dabur is rolling out consumer activations led by signature products like Dabur Chyawanprash, Dabur Honey, Dabur Red Paste, and more. These immersive experiences help Dabur reinforce its health and wellness ethos among a massive gathering, forging stronger connections with pilgrims from all walks of life.

Eveready

Eveready Industries is providing 5,000 Siren Torches (DL102) with powerful safety alarms to the Maha Kumbh Police, along with Ultima batteries. Crowd management is paramount at an event of this scale. Eveready's torches not only illuminate the way but also help ensure a safer environment for millions of attendees.

Additionally, it enhanced the spiritual experience by installing 13,000 advanced LED lights, including 150W streetlights and 250W floodlights, across the expansive grounds to ensure safety and vibrancy for millions of attendees. Complemented by extensive branding across Prayagraj and the Mela grounds, the initiative highlights Eveready’s commitment to innovation, community empowerment, and cultural integration, while leveraging social media to amplify its impact and inspire a brighter India.

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Omnigel

Omnigel, is advancing its commitment to care and comfort at Maha Kumbh devotees by setting up dedicated "Rahat Seva Kendra" to support pilgrims in managing the physical strain of the event. With long walks and crowded areas causing discomfort, particularly in the form of foot, back, and shoulder pain, the Rahat Seva Kendra will offer massages to help alleviate these aches, allowing pilgrims to feel refreshed and re-energized.

ITC Mangaldeep

ITC Mangaldeep is using 3D Augmented Reality (AR) technology to reshape spiritual experiences for Maha Kumbh 2025 attendees. The initiative lets devotees virtually participate in key rituals like the Shahi Snaan, Deep Daan, and Aarti from the comfort of their homes. Through a personalized AR filter, users can create unique souvenirs and share their spiritual moments with others. Additionally, Mangaldeep is organizing a hybrid Deep Daan ceremony, where virtual offerings made via AR will be physically carried to the Ganges each week.

<img src="https://images.storyboard18.com/storyboard18/2025/01/ITC-Mangaldeep-2025-01-19e48d132c65fc0ad7e23923eee2b358-1024x1024.jpeg" alt="" width="750" height="750" class="alignnone size-large wp-image-54555" />

Paytm

Paytm is installing soundbox and card machines across the event for hassle-free digital payments. The brand has also launched the 'Bhavya Mahakumbh QR' to support merchants. From food stalls to parking lots, pilgrims can now pay via UPI, UPI Lite, or card — an essential step in driving financial inclusion and encouraging a cashless ecosystem at the Kumbh.

Mankind Pharma

Mankind Pharma has launched a 45-day healthcare mission at the 2025 Mahakumbh in Prayagraj, running from January 13 to 26. The camp, open daily from 12 PM to 4 PM, provides free health check-ups, blood pressure monitoring, and first-aid services to pilgrims. With the support of Mankind's medical team and Pathkind facilities, the initiative aims to address the medical needs of the vast number of attendees, offering hundreds of free check-ups each day.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Mankind-Pharma-1-2025-01-81e113de7141dc5fc54d33b19e21bf4b-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-54748" />

Reliance

the FMCG arm of Reliance Industries is focusing on convenience, setting up 'aaram sthals' (resting zones) for pilgrims undertaking long, challenging journeys. Beyond marketing, offering physical comfort and respite demonstrates an understanding of pilgrims' needs — positioning Reliance as a consumer-centric brand.

Read more: <a href="https://www.storyboard18.com/brand-marketing/ministry-of-tourism-unveils-major-initiatives-to-promote-maha-kumbh-2025-as-global-tourism-hub-53140.htm">Ministry of Tourism unveils major initiatives to promote Maha Kumbh 2025 as global tourism hub</a>

Bank of Baroda 

Bank of Baroda is setting up two operational branches, ATMs, and mobile ATMs at Maha Kumbh 2025 to provide seamless banking services, including foreign exchange, coin vending, and POS terminals, while promoting digital payments through UPI, QR codes, and its bob इ Pay app. With AI-powered assistant Aditi and on-ground support from BC Sakhis, the bank ensures convenience for pilgrims and merchants alike, aligning with the Digital India vision. Complementing these efforts, the bank also drives sustainability initiatives, such as green financing and CSR activities, making its presence at Maha Kumbh both impactful and inclusive.

Amazon

Amazon India, to ensure comfortable rest at the Maha Kumbh, has launched an initiative where they will upcycle their signature cardboard packaging into portable beds. These eco-friendly beds will be available to attendees at no cost, and will be placed in key areas, including: lost and found centers, common rest zones, the Kumbh Police Karmacharis' stations, and the Kumbh hospital.

<img src="https://images.storyboard18.com/storyboard18/2025/01/amazon-Maha-Kumbh-2025-01-9efae2c8875b0628eaed1ee634a0329b-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-54136" />

Airtel Payments Bank

Airtel Payments Bank is ensuring a secure and seamless digital banking experience at the Maha Kumbh Mela by setting up 10 strategically placed kiosks. These will let devotees and merchants withdraw funds, transfer money, and deposit earnings, even if their accounts are with other banks and Aadhaar-linked. Through QR-based digital payment acceptance and Soundbox devices with instant audio confirmations in local languages, merchants can operate hassle-free without handling excessive cash.

ONDC Network

The Open Network for Digital Commerce (ONDC) Network now enables devotees nationwide to receive prasad from the Maha Kumbh Mela and other sacred temples without traveling to the holy sites. Through Waayu, a seller network participant, prasad from the Bade Hanuman Ji Temple in Prayagraj and the Ayodhya Temple in Ayodhya can be ordered using popular buyer apps such as Paytm, Snapdeal, and more. Locally sourced and prepared with pure besan and ghee, the prasad is delivered via logistics partners within seven days, ensuring authenticity and sanctity. 

Bingo! Tedhe Medhe

ITC Bingo! Tedhe Medhe is launching an experiential campaign, "Bhaukaal Lok," at Mahakumbh 2025, blending Uttar Pradesh's vibrant culture and bold flavors with the brand's quirky essence. The campaign features an immersive Bhaukaal Zone with attractions like a BYOB (Bring Your Own Bingo!) Chaat Zone for creating unique snacks, an Interactive Content Zone for social media engagement, and a Bingo! Bonfire for fiery flavors and festivities.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Bingo-Tedhe-Medhe-Bhaukaal-Lok-2025-01-757ac16f3e0ddbb86a8f78b9c22cd040.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54138" />

DS Group

- Pulse-branded kalash and bags: Pulse is offering specially designed Kalash (water pots) for collecting sacred river water, symbolizing a purified life. Pulse-branded bags are also provided to carry religious items collected during the visit.

- Pulse-branded umbrellas: To provide comfort under the sun, Pulse umbrellas are available, offering much-needed shade.

- AI-generated video: An engaging AI-generated video highlights the history and significance of the Poorn Mahakumbh, adding an educational element to the spiritual experience.

<iframe width="560" height="315" src="https://www.youtube.com/embed/ndEQ-3KuTsU?si=fv9Gn79mFMQKEQW4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Pass Pass

- Branded boats for easy access: Pass Pass-branded boats are stationed for convenient travel to the ghats, making pilgrim journeys smoother and more accessible.

Catch Salt & Spices

- Exclusive dhabas and food tie-Ups: Catch Salt and Spices has partnered with over 100 dhabas and food joints across the city, creating a dedicated zone for consumer engagement.

- 'Sangam Ki Goonj' campaign: This unique campaign blends the spiritual act of bell ringing with culinary delight. Digital bells are integrated at all touchpoints, and physical bells are placed at key locations, creating a seamless blend of tradition and taste.

- OOH advertising and ashram partnerships: Catch Spices has a prominent presence through OOH advertising at two strategic locations and exclusive partnerships with five large-format ashrams, where their spices are the only ones used.

PepsiCo

A towering 30-foot illuminated Mountain Dew bottle serves as a landmark within the Mela. Under energy drink brand Sting, over 500 device-charging points are scattered around. With the sheer scale of the Mela, staying connected and navigating the area can be daunting. PepsiCo's eye-catching solutions underscore how brands can blend visibility with genuine utility.

Uber

Uber has partnered with the Airports Authority of India (AAI) at Prayagraj Airport in Uttar Pradesh to ensure seamless, efficient transport for millions of pilgrims and travellers. This collaboration will offer hassle-free mobility solutions and enhance the overall travel experience for visitors.

Ola

Ola has deployed 1,000 electric scooters to provide a sustainable and cost-effective travel option across the Mela grounds. In collaboration with event organizers, Ola also introduced tech-driven solutions. At the forefront of this initiative is the Kumbh Sah’AI’yak app, developed by India's first AI unicorn, कृत्रिम, to offer navigation and personalized insights about the Kumbh Mela. Additionally, Ola Consumer has rolled out electric vehicle shuttles, affordable cab rentals, and dedicated transit options at airports and railway stations to further improve accessibility for pilgrims.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Ola-Maha-Kumbh-2025-01-a0a8c1aa455affda5ea75cdc7dab1019.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54140" />

Coca-Cola

Coca-Cola India and its foundation, Anandana, have partnered with the PHD Rural Development Foundation (PHDRDF) and Prayagraj Mela Authority (PMA) for Maha Kumbh 2025. Under the “Maidaan Saaf” campaign, they are distributing 21,500 jackets made from recycled PET to sanitation workers, boatmen, and waste management volunteers—helping them stay safe while highlighting the value of recycled materials. 

They have also installed 1,000 women’s changing rooms along the river ghats, constructed entirely from recycled multi-layer plastic. Illustrated by local artists, these structures provide privacy, promote responsible plastic use, and encourage visitors to view waste as a resource rather than a burden.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Coca-Cola-campaigns-2025-01-f14fba6758bbda3582d949e2f3368c5d.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54141" />

CHUK

CHUK, the flagship brand of Pakka Limited, has partnered with the Maha Kumbh Mela Trust as the official tableware supplier for the event. The collaboration aims to provide sustainable, compostable bagasse-based tableware to government-participating restaurants, ensuring hygienic and eco-friendly service for millions of devotees attending the Kumbh.

Whether it's about hygiene, convenience, or tech-driven experiences, these brands are demonstrating how purpose-led campaigns can resonate in a mega-event like the Maha Kumbh.

From Dettol's sanitation drive to Paytm's digital payment push, each initiative offers a glimpse into how businesses are earning a goodwill while enhancing the pilgrim experience.

Read more: <a href="https://www.storyboard18.com/brand-marketing/10-technological-innovations-that-will-redefine-maha-kumbh-2025-53105.htm">10 technological innovations that will redefine Maha Kumbh 2025</a>

Maha Kumbh 2025: Top brand campaigns making a splash

The Maha Kumbh 2025, anticipated to be the largest mass gathering on the planet, is expected to draw a colossal 45 crore devotees to Prayagraj from 13 January to 26 February.

This vast congregation of Sanatan Dharma followers has sparked an unparalleled wave of investments, with thousands of crores flowing into marketing, infrastructure, and on-ground activities.

Industry estimates suggest that brands—particularly in the fast-moving consumer goods (FMCG), automobile, and electronics sectors—will collectively spend between Rs 1,800 crore and Rs 2,000 crore on advertising, according to reports.

Read more: <a href="https://www.storyboard18.com/brand-marketing/maha-kumbh-to-generate-rs-2-lakh-crore-in-economic-growth-cm-yogi-adityanath-52840.htm">Maha Kumbh to generate Rs 2 lakh crore in economic growth: CM Yogi Adityanath</a>

Cutting-edge technologies such as AI-driven themes, expansive LED outdoor screens, virtual assistants, and mobile apps are being deployed to capture the attention of millions of pilgrims converging on the sacred banks of the Ganga and Yamuna rivers.

Read more: <a href="https://www.storyboard18.com/brand-marketing/10-technological-innovations-that-will-redefine-maha-kumbh-2025-53105.htm">10 technological innovations that will redefine Maha Kumbh 2025</a>

The impact of this 45-day spiritual festival extends far beyond advertising. According to the Confederation of Indian Industry (CII), Maha Kumbh 2025 will contribute nearly Rs 1.2 lakh crore to the economy of Uttar Pradesh. 

Trade activity linked to the event is projected to exceed Rs 4 lakh crore, providing a substantial uplift to both nominal and read GDP figures.

Read more: <a href="https://www.storyboard18.com/brand-makers/financial-transactions-at-mahakumbh-anticipated-to-be-between-rs-2-lakh-crore-and-rs-3-lakh-crore-51768.htm">Financial transactions at Mahakumbh anticipated to be between Rs 2 lakh crore and Rs 3 lakh crore</a>

Visitor spending plays a significant role in these estimates. Government figures indicate that if each of the 40 crore attendees spends an average of Rs 5,000, it would generate Rs 2 lakh crore in trade revenues. 

However, industry experts believe the average spend could rise to Rs 1,000 per visitor, elevating the potential economic impact to a remarkable Rs 4 lakh crore, the report added.

As millions of pilgrims from around the world arrive to immerse themselves in the spiritual ambience of the Maha Kumbh, businesses are leveraging this unique confluence of faith and commerce. From local vendors to multinational corporations, all are eager to cement their presence and capture the attention of an enormous, diverse audience.

Read more: <a href="https://www.storyboard18.com/brand-marketing/maha-kumbh-2025-guest-list-shankar-mahadevan-kailash-kher-and-others-to-perform-at-prayagraj-53158.htm">Maha Kumbh 2025 Guest List: Shankar Mahadevan, Kailash Kher and others to perform at Prayagraj</a>

Maha Kumbh 2025: Brands pour in Rs 2,000 crore to engage record 45 crore devotees

Britannia has unveiled an unconventional out-of-home (OOH) campaign that underscores its commitment to sustainable practices.

Titled "Nature Shapes Britannia," the initiative literally adapts to billboard designs to the organic contours of nearby trees—offering a striking visual metaphor of how the brand aligns with nature, rather than the other way around.

From plastic neutrality to water stewardship, Britannia's long-standing ESG initiatives form the basis of the campaign's messaging. Each billboard features text and artwork that bend, curve, and twist around tree branches, with the result that no two are the same.

The brand also ensured that these specially designed hoardings were printed on 100% cotton biodegradable material, reinforcing the company's broader sustainability ethos.

“Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars,” said Amit Doshi, Chief Marketing Officer, Britannia. “Through the years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. The team ensured even the hoarding material was biodegradable, ensuring we stay committed to the cause we’re delivering.”

The campaign was devised in collaboration with creative agency Talented and various media partners, led by Coral Media. 

Uniquely, the project required a reverse selection process: instead of identifying high-visibility billboards first, the team scoured multiple cities to find hoardings that were partially obscured by local tree species. As a result, each billboard’s typography and layout were determined by the shape and growth pattern of the adjacent trees—ranging from Nag Kesar to Aam, Neem, and Peepal.

“Nature shapes Britannia and so it was natural for us to want nature to shape its advertising as well,” said Aabhaas Shreshtha, Founding Member and Creative at Talented. “After a rigorous search, we studied the contours of each tree, understood its growth and coverage, and designed around them. This approach brings large-scale sustainability initiatives closer to everyday life.”

“We were pleasantly surprised when we were briefed on the current campaign and feel incredibly proud to support Britannia’s initiative,” added Sonia Lal, Partner at Coral Media. “It’s not just a wonderful way to showcase the brand’s sustainability ethos—it's also a call to other advertisers and media owners to think differently. Not everything great must come at the cost of nature.”

The “Nature Shapes Britannia” campaign is currently live across four cities—Hyderabad, Kolkata, Meerut, and Pune—featuring different local trees that help shape Britannia’s message in a vibrant, living testament to environmental adaptability.

Britannia's new OOH campaign champions sustainability by moulding billboard art

In a big move that could set a new benchmark in Indian advertising, ad agency Rediffusion has unveiled an entirely AI-generated Christmas commercial for a major brand, marking a significant milestone in using artificial intelligence into creative advertising in India.

Speaking with Storyboard18, Sandeep Goyal, Managing Director at Rediffusion, believes the project and film for Tata Power challenge the unconventional understanding of creativity and production in the advertising space.

"They've really been in denial," says Goyal, reflecting on the skepticism that surrounded AI's potential impact on the industry. "People said AI would take time to make an impact, but at Rediffusion, we were clear—everything needs to be explored and understood. Over the past few months, we've heavily invested in training our teams and upgrading our systems. When this opportunity came to create this commercial, we felt equipped to tackle it with AI."

The result, according to Goyal, exceeded expectations. "It's fabulous. Mohammed Khan even mentioned that the casting could not have been better handled by a professional casting director. The quality of every element in the film matches, if not surpasses, what we could have imagined in the real world."

This AI-driven approach not only showcases the growing capabilities of AI in producing high-quality content but also hints at the transformative future of advertising production. "AI will take on a lot more of film production than we believe," Goyal predicts.

"With enough software and the right talent, agencies can handle much of the production in-house, which will impact pricing, quality, and speed. The future of production will be faster, more affordable, and more scalable," he added.

While AI's role in creative production is rapidly growing, it also raises questions of the evolving role of creative professionals. 

Goyal compares AI's influence to puppetry: "AI is intelligent, but at the end of the day, it requires a great human mind to be able to shape it and tell it what is required. So copywriters, besides writing copy, will also have to learn how to write the right prompts so that whatever is produced is in conjunction with whatever is desired."

AI can sometimes struggle with getting nuances right, such as the accurate depiction of skin tones and traditional clothing styles. "Getting the right skin tone and eye colours were some of the challenges we faced. AI's understanding of Indian nuances will improve as more Indian creators use the technology," Goyal explained.

Goyal also highlighted that while AI-generated music and voices can be indistinguishable from human-created ones, ensuring these elements feel authentic and real remains a challenge. "The moment you believe that whatever you're seeing is real and not really been created by AI is the biggest success of this entire exercise," he added.

As the commercial's success demonstrates, the blend of human creativity and AI can lead to extraordinary results.

Echoing the sentiment, Pramod Sharma, National Creative Director at Rediffusion, emphasized the importance of human intervention in the AI process. "Without the right prompts, you won't be able to move forward and enhance your creativity on AI platforms. It's much like painting on an iPad—machines can give you creativity, but you need to mould the creativity in your way and the direction you want to take it to."

Looking ahead, Sharma is optimistic about AI's potential to redefine the future of advertising. "If handled well, the future is bright. The output has become a bit easier, while it is still not that easy, but it's become a help. 

He also pointed out that while AI is still in a very nascent stage, but if continued to be explored, it is going to redefine creativity if controlled nicely by humans.

Tata Power's AI Christmas film: Sandeep Goyal says AI will take on far more film production than we believe

Nestlé India's standalone net profit increased by 8.6 percent to Rs 986.4 crore in the second quarter of fiscal year 2025. In Q2 FY25, the company posted a profit of Rs 908 crore. However, the consolidated profit of the FMCG brand between July and September FY25 witnessed a decline to Rs 899 crore from Rs 908 crore year-on-year.

Further, the Swiss multinational food and drink company registered standalone total sales of Rs 5,075.8 crore in the September quarter of FY2025. According to the company, e-commerce and quick commerce channels continued to accelerate the growth by almost 38 percent, contributing to 8.3 percent of the total domestic sales.

The domestic sales of the company were fueled by brands like Kitkat, Maggi, Nescafe, and Milkmaid. "Growth was supported by premiumization, new user acquisition, festive participation, and targeted digital communications," the company said in a BSE filing.

Additionally, the company said that its beverages business posted high double-digit growth backed by strong performance across NESCAFÉ CLASSIC, NESCAFÉ SUNRISE, and NESCAFÉ GOLD.

<a href="https://www.storyboard18.com/brand-marketing/nestle-india-reports-44-5-rise-in-sales-in-15-months-maggi-kitkat-key-contributors-39347.htm">Nestlé India reports 44.5% rise in sales in 15 months; Maggi, KitKat key contributors</a>

Nestlé India has launched more than 145 new products contributing to approximately 7 percent of sales. The FMCG major also announced that eight more projects in the pipeline, as mentioned in its Q2 FY25 earning report.

"We kept relentless focus on investing behind our core brands, wherein advertising and marketing investments increased this quarter. There was a strong focus on efficiencies in media buying, strengthening digital capabilities, and reinforcing brand equity," Nestlé India said.

Separately, the company has approved the appointment of Manish Tiwary as the Managing Director who will oversee India's operation.

Tiwary will succeed Suresh Narayanan, the Chairman and MD of Nestlé India Limited. Narayan, who has been with the Nestlé Group for more than 26 years, will retire on 31 July 2025.

	
<a href="https://www.storyboard18.com/brand-makers/navigating-success-the-legacy-of-suresh-narayanan-at-nestle-india-44290.htm">Navigating success: The legacy of Suresh Narayanan at Nestlé India</a>

Tiwary will assume his role on 1 February 2025 and take on full responsibilities as MD with effect from 1 August 2025.

<a href="https://www.storyboard18.com/brand-makers/all-you-need-to-know-about-manish-tiwary-nestle-indias-new-md-44305.htm">All you need to know about Manish Tiwary – Nestlé India’s new MD</a>

Currently, Tiwary is the Special Project Manager for Zone AOA, Nestlé, Switzerland. He is also the director at More Consumer Brands Private Limited but will step down from the directorship of this company by 30 October 2024. Previously, Tiwary was the Country Manager of Amazon India for over eight years. Prior to Amazon, he was with Unilever, where he spent two decades and held roles in sales, marketing, and general management across various categories and channels in India, Gulf, and North Africa. Tiwary holds a B. Tech degree in Computer Science and an MBA from the Indian Institute of Management, Bangalore.

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