Coca-Cola

A Maha Movement at the Maha Kumbh.

The Challenge

How could Coca-Cola become meaningfully present at one of the world’s largest and most sacred gatherings while respecting its cultural significance and addressing the environmental impact of millions of visitors?

The Solution

By embedding itself into the Maha Kumbh experience through hydration, sustainability and community-led initiatives, Coca-Cola became a facilitator of comfort, dignity and responsible action.

Bringing the Idea to Life: The Heart of the Kumbh: Serving Humanity not Consumers

Through hydration carts, recycling initiatives, livelihood opportunities for Safai Sathis and culturally rooted experiences, Coca-Cola became part of the Maha Kumbh journey rather than simply a presence at it.

Impact

3.6 Billion Reach

Coca-Cola became the leading FMCG brand at Maha Kumbh, securing 68% share of voice, generating ₹4.8 billion in earned media value and delivering overwhelmingly positive sentiment at scale.

AWARDS WON – ET KALEIDO, CAMPAIGN PR INDIA