Pilgrimage, Promotion, and Purpose: Marketing Strategies for Consumer Engagement at Maha Kumbh"
Year: 2025
Type: article
Abstract: The Mahakumbh Mela, one of the world's largest religious gatherings, attracts millions of pilgrims, tourists, and brands seeking engagement opportunities. This research paper explores the dynamics of brand engagement at Mahakumbh, examining consumer interaction, cultural affinity, and the effectiveness of brand activations in such a spiritual and culturally significant environment. Through qualitative and quantitative methods, this study aims to identify key brand strategies, their impact on consumer perception, and the role of emotional and religious sentiments in brand acceptance. The findings provide insights into the unique challenges and opportunities for brands in culturally immersive settings.
Author: Dr Pinkey Bhardwaj
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408662249