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The world's largest religious congregation <keyword id="52356" type="UNKNOWN" weightage="80" keywordseo="Kumbh-Mela">Kumbh Mela</keyword> has created an unbeatable opportunity for companies to display their brands. The 2015 version will start this week at Nashik in Maharashtra with over 100 million people gathering over three months. 
 <keyword id="6391475" type="CITY" weightage="80" keywordseo="Coca-Cola">Coca-Cola</keyword>, <keyword id="44672" type="CITY" weightage="80" keywordseo="Pepsi">Pepsi</keyword>, <keyword id="15492" type="CITY" weightage="80" keywordseo="Vodafone">Vodafone</keyword>, <keyword id="6357073" type="ORGANIZATION" weightage="80" keywordseo="ITC">ITC</keyword> and <keyword id="44863" type="CITY" weightage="80" keywordseo="HUL">HUL</keyword> are some of the major companies gearing up to tap this huge potential market. This year's mela is likely to generate around Rs 10,000 crore for Maharashtra. 
 
"Call it a brand mela. From umbrellas to ropes, every inch is branded during Kumbh”, Harish Bijoor, a Bengaluru-based brand expert told ET. "Religion and size is a fantastic combination and Kumbh has both. The Hajj at Mecca is also comparable to the scale and size of Kumbh, but there, brands have to be conservative. Imagine Woodstock or soccer leagues in Brazil and the UK, and multiply the scale by 10. That's Kumbh for you." 
 
(Image credit: Indiatimes)

Companies dive in for a bite of the Kumbh
pie

<ul><li>India has kicked off the ‘Ardh’ <keyword id="52356" type="PERSON" weightage="20" keywordseo="Kumbh-Mela">Kumbh Mela</keyword> 2019, expected to be the world’s largest religious gathering with over 130 million visitors </li><li>The Ardh Kumbh or ‘half’ Kumbh Mela is held every six years at the confluence of the rivers Ganges, <keyword id="6354936" type="LOCATION" weightage="20" keywordseo="Yamuna">Yamuna</keyword> and the mythical river Saraswati. </li><li>This year’s Kumbh Mela is being held at Prayagraj in <keyword id="6357713" type="LOCATION" weightage="20" keywordseo="Uttar-Pradesh">Uttar Pradesh</keyword>, promising to be a huge source of tourist revenue for the state </li></ul>Millions of people have gathered at Prayagraj in the India’s northern state of Uttar Pradesh for Kumbh Mela, the country’s iconic Hindu festival that is celebrated every six years, for what is likely the largest religious gathering in the world. Here are some pictures from the on-going Kumbh Mela 2019- 
	
	
	<div type="Slideshow" msid="67535217" hostid="261" title="Kumbh 2019: 14 spectacular photos from India’s legendary Kumbh Mela, the world’s largest religious festival" firstImageMsid="67536662" slideCount="14"></div>

Kumbh 2019: 14 spectacular photos from India's legendary Kumbh Mela, the world's largest religious festival

<ul><li>The latest <keyword id="52356" type="PERSON" weightage="20" keywordseo="Kumbh-Mela">Kumbh Mela</keyword>, the world’s largest religious gathering, struck three world records. </li><li>All three records were performed before the team from Guinness World Records from February 28 to March 3. </li><li>The host state of Uttar Pradesh earlier successfully set a record for the “Longest Parade of Buses” lining up 500 buses in a row. It also set a new record for “most contribution in hand painting in 8 hours.” </li></ul>India’s iconic Kumbh Mela 2019, the world’s largest religious gathering, is about to conclude, setting up no less than three new records. 
	
	<div type="twitter" handle="PrayagrajKumbh" handlename="Kumbh" image="http://pbs.twimg.com/profile_images/1017758238618673152/-Kus1y-K_normal.jpg" favoritecount="488" retweetcount="93" status="#Kumbh2019 has made a Hattrick under the Guinness World Records, a new record of &amp;quot;Most People Sweeping the Floor (M… https://t.co/9fnzsOMFhN" createdat="1551590106000" id="1102074899819040770"></div>




 The latest fair, held in Prayagraj, Uttar Pradesh visited by an estimated 130- 140 million people, set up records for largest crowd management, largest sanitation drive and largest painting exercise of public sites. The exercises were performed before a team a Guiness for four days, from February 28 to March 3. "Around 503 shuttle buses were pressed into service on the highway in one go for the team on February 28. Several people participated in a painting exercise on March 1 and 10,000 workers engaged in cleaning at the Kumbh, all performing their duties together," India’s Ministry of Culture said in a statement. On March 1, over 10,000 people engaged in cleaning and sanitation activities at the same on different venues, setting up a record for the "most people sweeping the floor.” 
 
 <div type="image" title="InfoDeptU2" msid="68250503" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;Twitter/InfoDeptUP&amp;lt;/sup&amp;gt;&amp;lt;/p&amp;gt;"></div>





 
 
 <div type="image" title="InfoDeptU" msid="68250517" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;Twitter/InfoDeptUP&amp;lt;/sup&amp;gt;&amp;lt;/p&amp;gt;"></div>





 Just a day before, the state of Uttar Pradesh set a new record for “The Longest Parade of Buses”by rolling out a fleet of 500 buses lined up for nearly two miles. 
 
 <div type="image" title="Fleet of buses" msid="68250525" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;Twitter/InfoDeptUP&amp;lt;/sup&amp;gt;&amp;lt;/p&amp;gt;"></div>





 The Kumbh 2019 concluded with one more record for "most contribution to a handprint painting in hours," featuring 7,664 people participated. The last record for handprint painting was held by Seoul in which 4,675 people were there. 
 
 <div type="image" title="PrayagrajKumbh" msid="68250463" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;Twitter/PrayagrajKumbh&amp;lt;/sup&amp;gt;&amp;lt;sup&amp;gt;&amp;lt;/sup&amp;gt;&amp;lt;/p&amp;gt;"></div>




 
 
 <div type="image" title="PrayagrajKumbh3" msid="68250484" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;Twitter/PrayagrajKumbh&amp;lt;/sup&amp;gt;&amp;lt;sup&amp;gt;&amp;lt;/sup&amp;gt;&amp;lt;/p&amp;gt;"></div>





 The Kumbh festival, which began on January 14, will conclude on March 4 with the sixth and final "Shahi Snan" (royal bath) on the occasion of Maha Shivratri. The previous five royal baths were held successfully with more than 220 million pilgrims taking holy dips, the Minis
try said. Held every six years, the Ardh Kumbh or ‘half’ Kumbh is held in four of cities at the confluence of three rivers - Ganges, Yamuna and the mythical river Saraswati. It is visited by pilgrims, tourists and Sadhus, holymen. (With IANS) See more: <a href="https://www.businessinsider.in/in-pics-this-indian-state-is-trying-to-set-a-world-record-by-parading-a-line-up-of-500-buses/articleshow/68199100.cms">In Pics: This Indian state is trying to set a world record by parading a line-up of 500 buses</a> <a href="https://www.businessinsider.in/miscellaneous/kumbh-2019-14-spectacular-photos-from-indias-legendary-kumbh-mela-the-worlds-largest-religious-festival/slidelist/67535217.cms">Kumbh 2019: 14 spectacular photos from India’s legendary Kumbh Mela, the world’s largest religious festival</a>

Kumbh Mela: The world’s largest religious gathering sets 3 world records

The <keyword id="52356" type="UNKNOWN" weightage="80" keywordseo="Kumbh-Mela">Kumbh Mela</keyword> sees around 100 million people gathering over three months to celebrate the fact that Jupiter and the Sun have aligned themselves at certain positions. It undoubtedly creates a matchless opportunity for companies to showcase their brands. 
 While most of us who have not been to the Kumbh may not know about any of these, the ingenuity and expanse of these <keyword id="1925174" type="UNKNOWN" weightage="80" keywordseo="branding-campaigns">branding campaigns</keyword> would surely take you by surprise. Here’s a list of some of the craziest things companies did at the world's largest religious congregation. 
 
(Image credit: Indiatimes)

Top 10 crazy stuff companies do
at the Kumbh Mela

The state of Uttar Pradesh in India is attempting to get a spot in the Guinness World Records for “The Longest Parade of Buses” on Thursday, amid the ongoing <a href="https://www.businessinsider.in/kumbh-2019-14-spectacular-photos-from-indias-legendary-kumbh-mela-the-worlds-largest-religious-festival/articleshow/67535979.cms">Kumbh Mela 2019</a>. "The parade is also to demonstrate the traffic plan which worked very well during the ongoing <keyword id="52356" type="PERSON" weightage="20" keywordseo="Kumbh-Mela">Kumbh Mela</keyword> where 1,300 hectare of land was used for parking of vehicles, 20,000 police personnel were deployed for security and safety of the Kumbh Nagar and the millions who visited the congregation," Additional Chief Secretary (Information and Tourism) Avaneesh Kumar Awasthi told IANS. India’s <keyword id="6401155" type="UNKNOWN" weightage="20" keywordseo="kumbh-mela-2019">Kumbh Mela 2019</keyword>, the world’s largest religious gathering taking place in Prayagraj, is a 55 day long fair that began on 15 January 2019 and will last until 4th March 2019. Nearly 130-140 million visitors, pilgrims are expected to visit the Kumbh this year. <div type="Slideshow" msid="68199143" hostid="261" title="In Pics: This Indian state is trying to set a world record by parading a line-up of 500 buses" firstImageMsid="68199144" slideCount="5"></div>

In Pics: This Indian state is trying to set a world record by parading a line-up of 500 buses

<div class="image-container float_right" style="width:400px"><div class="image"></div><a href="http://www.gettyimages.com/detail/news-photo/naga-sadhus-or-naked-hindu-holy-men-bathe-on-the-banks-of-news-photo/96606519">Daniel Berehulak/Getty Images</a></div>Some 100 million mostly Hindu devotees are expected to gather in Allahabad for the <keyword id="52356" type="UNKNOWN" weightage="60" keywordseo="Kumbh-Mela">Kumbh Mela</keyword> festival, <a href="http://www.bbc.co.uk/news/world-asia-india-21006259">according to the BBC</a>. 
Hindu pilgrims flock to the confluence of the river Ganges, Yamuna, and the mythical Saraswati to bathe and wash away their sins and achieve salvation. Ten million pilgrims are said to have bathed in the river on the first day, with the entire event said to last 55 days.
<a href="##slideshow##">Click here to jump straight to the photos &gt;</a>
One of the biggest spectacles of the festival is when naked Hindu holy men wearing marigold garlands and ash on their faces run to the river. <a href="http://www.bbc.co.uk/news/world-asia-india-21006259">From the BBC: </a>
"The Kumbh Mela has its origins in Hindu mythology - many believe that when gods and demons fought over a pitcher of nectar, a few drops fell in the cities of Allahabad, Nasik, Ujjain and Haridwar - the four places where the Kumbh festival has been held for centuries."
On observing the festival, Mark Twain is reported to have written in "Following The Equator: A Journey Around The World":
"It is wonderful, the power of a faith like that, that can make multitudes upon multitudes of the old and weak and the young and frail enter without hesitation or complaint upon such incredible journeys and endure the resultant miseries without repining. It is done in love, or it is done in fear; I do not know which it is. No matter what the impulse is, the act born of it is beyond imagination, marvelous to our kind of people, the cold whites."
The Kumbh Mela itself takes place every twelve years, but the BBC says this year's festival is the Maha Kumbh Mela which occurs every 144 years and is determined based on astrological calculations.
The festival is said to cost authorities $210 million but will create $2.2 billion in revenue.

Incredible Photos Of The Hindu Festival Expected To Draw 100 Million Devotees

The <keyword id="79070" type="ORGANIZATION" weightage="80" keywordseo="Maharashtra-State-AIDS-Control-Society">Maharashtra State Aids Control Society</keyword> (MSAC) has expressed fear of possible spreading of <keyword id="63552" type="UNKNOWN" weightage="80" keywordseo="HIV/AIDS">HIV/AIDS</keyword> in the run-up to the Kumbh Mela because of shortage of condoms. 
 

	The project managers said if the condoms did not reach the sex workers, the efforts taken during the past decade to reduce infections and spread of HIV would go in vain.
 

	Yogesh Pardeshi, the district programme officer, MSAC, told TOI that some hospitals have run out of stock and condoms were being brought in from rural hospitals and primary health centres. "A meeting was held on Friday and a request for more condoms has been made to the head office," he added.
 
 

	Another official from MSAC said the district now has a stock of about 50,000 condoms for the female sex workers and the men-having-sex-with-men (MSM). "The stock will get over before Kumbh," he said.
 
 MSAC officials said the <keyword id="86950" type="ORGANIZATION" weightage="100" keywordseo="National-AIDS-Control-Organisation">National Aids Control Organisation</keyword> (NACO) has stopped the supply of condoms, leaving the AIDS control society with a stock that can last only for a week. Kumbh Mela is beginning on July 14 and nearly a crore people, including lakhs of sadhus, are expected to visit <keyword id="42738" type="ORGANIZATION" weightage="100" keywordseo="Nashik">Nashik</keyword> to participate in the mega religious congregation. 

	The city has an estimated 2,000 female sex workers, 560 MSMs and 70 transgenders, while there are one lakh migrants in the district that has a monthly requirement of 1.5-2 lakh condoms. Given the current situation, the officials fear that the current stock of condoms might not be enough to cater to the huge number of people visiting the city.
 

	The average annual requirement of condoms estimated for 2015 is 24 lakh, including those received through social marketing. Stating that an equal number of condoms was expected to cater to Nashik's requirement during Kumbh Mela, the officials attributed the crisis to the Centre's order of curtailing funds for NACO. "This, in turn, compelled NACO to curtail its funds for the MSAC and other NGOs," an official said.
 

	Kuldeep Pawar, the project manager of the Female Sex Workers Targeted Intervention at Pravara Medical Institute, told TOI that the requirement of condoms and medicines to treat sexually transmitted infections would double during the Kumbh Mela. He said, "As there is virtually no stock left for free distribution from the government, the customers may refrain from buying condoms. This might increase chances of infection. It is also not possible for all sex workers to buy contraceptives for safe sex because of their meager income."
 
 

	Pawar said the proportion of infection among the general population was more compared to the female sex workers. "But with no protection to provide, the chances are that the sex workers may get affected as well. The problem is that the government has stopped the support three months before the Kumbh. As of on July 3, we have a stock of about 22,000 condoms and this will hardly last for a week. The monthly requirement is 1.5-1.8 lakh condoms. Considering the requirement, the government should provide additional contraceptives," he said.

	 
	 
	(image credits: kumbhmela-nashik)

Shortage of condoms raises fears of spread of HIV/AIDS before Kumbh Mela

<ul><li>India’s Ardh Kumbh Mela, 2019 which kicked off on 15 January is reportedly going to get the Uttar Pradesh government a $150 billion return on investment. </li><li>Kumbh Mela at <keyword id="3481192" type="PERSON" weightage="20" keywordseo="prayagraj">Prayagraj</keyword> has already engaged over 600,000 people in commercial activities ranging from hospitality to logistics. </li><li>This year’s festival has been a boon for local traders as the authorities are expecting 130 million tourists from within the country and outside India. </li></ul>India’s <keyword id="6401155" type="UNKNOWN" weightage="20" keywordseo="kumbh-mela-2019">Kumbh Mela 2019</keyword>, the world’s largest religious gathering taking place in Prayagraj, Uttar Pradesh is expected to make the local state government as much as $150 billion in revenue, <a href="https://economictimes.indiatimes.com/news/economy/indicators/kumbh-to-generate-rs-1-2-lakh-crore-revenue-cii/articleshow/67609608.cms">reported</a> Press Trust of India citing the Confederation of Indian Industry, a national trade body. Millions of pilgrims both from within the country and around the world visit the festival to take a holy dip at the confluence of three Indian rivers -- the Ganga, Yamuna and the mythical Saraswati. Here’s an insight into the economics of the world’s largest religious gathering: 
	
	<div type="Slideshow" msid="67622721" hostid="261" title="The world's largest religious gathering is a $150 billion business" firstImageMsid="67622932" slideCount="5"></div>

The world's largest religious gathering is a $150 billion business

<ul><li><keyword id="22496070" type="General" weightage="20" keywordseo="AI-based-technology" source="keywords">AI-based technology</keyword> will be used for <keyword id="20074926" type="General" weightage="20" keywordseo="crowd-management" source="keywords">crowd management</keyword> at <keyword id="23948812" type="General" weightage="100" keywordseo="Mahakumbh-Mela-2025" source="keywords">Mahakumbh Mela 2025</keyword>.</li><li>Around 2,700 <keyword id="19997866" type="General" weightage="20" keywordseo="CCTV-cameras" source="keywords">CCTV cameras</keyword> are being installed at the fair area ahead of the event.</li><li><keyword id="19897919" type="General" weightage="20" keywordseo="social-media" source="keywords">Social media</keyword> platforms like Facebook and X will provide immediate assistance in locating lost relatives.</li></ul>As Prayagraj gears up for the festivities of Mahakumbh Mela 2025, AI-based technology will be used for crowd management for the convenience of devotees, SSP Mahakumbh Mela said. In a bid to ensure the safety and convenience of an estimated 45 crore devotees, the Yogi Adityanath government is preparing for the upcoming Maha Kumbh. For the first time, the grand event is being digitized on such a large scale, leveraging Artificial Intelligence (AI) and social media platforms to enhance management and security. "Around 2700 CCTV cameras are being installed in the district and the whole fair area. This will help us in crowd management... Cameras with AI features have also been installed in the area. These cameras will automatically send us alerts based on their feed. This step would be in addition to human intelligence. AI is adding to the information of human intelligence. We have already installed 25 police stations in the area and a total of 56 stations will be placed,” said Rajesh Dwivedi, SSP, Mahakumbh Mela. AI-powered cameras are being installed throughout the Kumbh site to monitor the massive crowd and ensure 24/7 surveillance. These state-of-the-art cameras will not only bolster security but also assist in reuniting individuals who may get separated during the event. In addition, popular social media platforms like Facebook and X will provide immediate assistance in locating lost relatives, streamlining the process of reuniting families amidst the sea of pilgrims. This time, visitors from across the country and abroad attending the Mahakumbh 2025 won't have to worry about losing their loved ones in the crowd. The Mela administration has devised an extensive plan to address this concern. A digital 'khoya paaya kendra' (lost-and-found centre) will go live on December 1, utilizing advanced technology to reunite separated individuals quickly and efficiently. The entire fair area is being equipped with 328 AI-enabled cameras, which have already been tested at four key locations. These cameras will monitor the crowd 24/7 and assist in locating lost individuals. Under the directives of the Yogi government, the large-scale installation of these cameras is in its final stages. The digital lost-and-found centres will immediately register every missing person's details digitally. Once registered, the AI-powered cameras will begin searching for the individual. Additionally, information about missing persons will be shared on social media platforms like Facebook and X (formerly Twitter), making it easier to locate them quickly. Face recognition technology will be used at the Maha Kumbh to identify individuals who get separated from their loved ones. This advanced system will work instantly, capturing photographs and identifying individuals among the estimated 45 crore attendees. SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/oppo-find-x8-and-find-x8-pro-launched-in-india-starting-at-69999/articleshow/115521010.cms">Oppo Find X8 and Find X8 Pro launched in India starting at ₹69,999</a> <a href="https://www.businessinsider.in/tech/mobile/news/android-16-developer-preview-announced-new-features-timeline-and-everything-you-need-to-know/articleshow/115476441.cms">Android 16 Developer Preview announced – new features, timeline and everything you need to know</a> <a href="https://www.businessinsider.in/tech/news/indian-wearables-market-declines-20-7-in-q3-2024-smartwatch-and-earwear-categories-struggle/articleshow/115447720.cms">Indian wearables market declines 20.7% in Q3 2024, smartwatch and earwear categories struggle</a>

AI-based technology to be used for crowd management at the Mahakumbh Mela 2025

Kumbh 2019: 14 spectacular photos from India’s legendary Kumbh Mela, the world’s largest religious festival

The 2015 edition of the <a href="http://www.businessinsider.in/searchresult.cms?query=united+nations">United Nations</a> <keyword id="6361617" type="ORGANIZATION" weightage="80" keywordseo="Climate-Change">Climate Change</keyword> Conference (COP 21) is scheduled to be held in Paris, France. The conference which starts on 30th November, becomes all the more significant considering the objective is to achieve a legally binding and universal agreement on climate, from all nations of the world. 
 The importance of this conference is not lost on <keyword id="1941434" type="UNKNOWN" weightage="80" keywordseo="Yeb-Sano">Yeb Sano</keyword>, who is walking from his hometown to Paris to attend the conference. 
 Sano, the <keyword id="3750" type="COUNTRY" weightage="100" keywordseo="Philippines">Philippines</keyword> <keyword id="297497" type="POSITION" weightage="80" keywordseo="climate-commissioner">Climate Commissioner</keyword> made headlines in 2013 during the Warsaw Climate meeting when he was moved to tears due to the lethargy in the negotiating hall. 
 
His breakdown came at the heels of his country experiencing the horrors of <a href="http://www.businessinsider.in/Heres-What-Typhoon-Haiyan-Means-For-The-Philippine-Economy/articleshow/25687732.cms">Typhoon Haiyan</a>, which had left a trail of devastation across his hometown Tacloban, and had affected everyone he knew. He himself wasn’t aware if his family was still alive. 
 
As a demonstration of his personal anguish, he fasted until the end of that meeting, triggering a worldwide movement #FastForTheClimate, inspiring thousands to follow his example. 
 
Sano started his journey from Philippines to Paris in May as a part of the 'People's Pilgrimage'. He travelled to Australia, and to hurricane-ravaged Vanuatu in the Pacific, meeting and walking in pilgrimage with holy men and women, all determined to remind us to do all we can to protect this precious planet. 
 
His pilgrimage also brought him to India last month due to the efforts of the Clean Kumbh Initiative by the Bhumi Project. While here, he visited the survivors of Cyclone HudHud, met holy leaders in Varanasi and Kumbh and also made his way to one of India’s flagship solar farms. 
 
At Nashik, he offered prayers along millions of worshippers, interacted with religious heads, addressed the media, all with the aim of raising awareness for climate change and quick action in the near future 
 
Sano’s two-week stay in India also saw him making mini-pilgrimages to various locations while meeting religious and environmental leaders who’re doing their bit to ensure issues regarding climate change are addressed. 
 
This month, he is set to participate in a bicycle pilgrimage in Africa, continue his pilgrimage in North America and then depart from the Vatican City on 30 September to walk through Italy, Switzerland and France to Paris with a group of 26 fellow pilgrims, arriving just in time for the first day of the UN conference. 
 
Sano is of the belief that as we, humans are the ones who were behind the <a href="http://www.businessinsider.in/Climatechange-World-looks-at-India-but-wheres-India-looking/articleshow/47082272.cms">climate change</a>, hence we should also be the very ones solving the crisis. 
 
To know more about his pilgrimage log on to www.peoplespilgrimage.org 
 
Image credit: @YebSano

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