NAS Daily highlights Adani's philanthropy at Kumbh Mela

Popular Israeli vlogger Nas Daily or Nuseir Yassin, recently visited the ongoing Kumbh Mela in Prayagraj collaborating with the Adani Group, which arranged the logistics for his visit

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New Delhi: From creators taking devotional deep dives to filming mukbangs with Prasad, the Maha Kumbh Mela is seeing a new wave of digital-age storytelling.

The largest religious gathering on Earth, Maha Kumbh is no longer just about spirituality—it’s also a prime opportunity for brands to amplify their activations through social media stars. 

One of the biggest brand-influencer collaborations is that of Israeli vlogger Nuseir Yassin, better known as NAS Daily, who brought his signature one-minute storytelling format to the grand spectacle. 

With 14 million YouTube followers and 4.5 million Instagram fans, Yassin’s presence at the Mela was no ordinary pilgrimage—it was a carefully curated brand activation, sponsored by none other than the Adani Group.

“Once in a lifetime, once in a lifetime,” Yassin emphasised, marvelling at the scale of the event. 

In a video that quickly racked up millions of views, he showcased Adani’s philanthropic efforts in collaboration with ISKCON, highlighting how they served free meals to the sea of devotees attending the Maha Kumbh in Prayagraj. 

“Organising an event for 450 million people is not easy,” he noted. “But it’s not just the government, the private sector is also here, helping. These guys from Adani brought 5,000 company volunteers and together with the ISKCON Foundation, built a massive kitchen to cook 100,000 meals and give them away for free as a form of worship.”

Additionally, in collaboration with Gita Press, 500,000 copies of Geeta Saar, a summary collection of verses from the Bhagavad-gita, will be distributed, offering spiritual guidance alongside prasadam.

By roping in NAS Daily, they ensured that their contribution was beamed to a global audience, with a fresh, modern narrative that went beyond traditional PR. Yassin even tagged Adani in his post, thanking them for making the experience possible.

As brands continue to experiment with immersive experiences, influencer collaborations at mega-events like the Kumbh could become the next big thing in content marketing. Because let’s face it—if an event attracts 450 million people, it’s only natural that brands will want to be blessed by the holy grail of engagement: virality.

Nas Daily Adani