Understanding the Innovative Business Strategy in the Religious Gathering of Mahakumbh 2025

The Mahakumbh is one of the largest religious gatherings in the world. Apart from the religious activities, this event is an ideal place for innovative business environments and successful advertising strategies. It offers an unparalleled platform for religious advertising appeals, seeking meaningful engagement with pilgrims worldwide. This study identifies the phrases, cues, signs, symbols, colour and messages of the Holy Scriptures and how they are presented in advertisements at Mahakumbh, 2025. Furthermore, this study attempted to understand the logic behind the message, its meanings, and its impact on the pilgrims. A total of 224 advertisement photos were taken at the Mahakumbh 2025, showcasing 70 different advertisement types and billboards, with 17 selected specific phrases. The selection criteria for advertisement types were based on featured phrases related to Hindu scripture and holy books, and symbols and signs of the Hindu religion. A purposive sampling technique was used. In this study, a content analysis technique has been employed to analyse the data. It was found that the advertisements effectively captured the attention of large crowds at the Mahakumbh. They were strategically placed at entrance gates, pilgrim pathways and religious sites, creating a significant visual impact for their brands. Incorporating religious and cultural elements into the advertisements during the Mahakumbh is not merely a strategy; it is an art of presentation. Findings indicate that the brilliant use of colour really drew the attention of the masses to these posters and advertisements.