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New Delhi: If you had a nickel for every person visiting the Maha Kumbh, you would be swimming in riches. From corporate titans to internet icons, everyone is being pulled by this religious magnetism. Maha Kumbh is the dream come true for every marketer where “you name it, you have it” truly comes alive.
For influencers, this cultural congregation seems to be a goldmine - unprecedented reach, unique content opportunities, and a chance to tap into a massive audience. However, several industry experts suggest that the Maha Kumbh can be a double-edged sword for influencers.
Rough waters of Kumbh
Sharing insights from their survey conducted at Maha Kumbh, Samriddhi Katyal, Founder and CEO, Influns, said, “The survey revealed that 30% of influencers were primarily drawn to the event for spiritual connection, while the remaining were attracted by unique content opportunities.”
Addressing the potential backlash from audiences, Katyal acknowledged the sensitivity surrounding commercialisation. Influns' data indicated that 76% of audiences are wary of excessive commercialisation at Kumbh.
Vipasha Joshi, Founder and Editor, Creator Chronicles, echoed these concerns. “ If audiences feel the sacred nature of the event is being overshadowed by brand endorsements, influencers risk losing credibility. Viral hashtags like #RespectKumbhCulture underline this sentiment,” she said.
According to Joshi, it is very critical for influencers to manage perceptions around Kumbh Mela.
Kalyan Kumar, Co-founder and CEO, KlugKlug warns influencers of inauthenticity. “Influencers have to be very cautious when dealing with spirituality and branded content,” he said. “Bring out content in a nice, authentic manner because inauthenticity in a space like this can have grave consequences,” he added.
Shan Jain, Independent Director, Brand Strategist and Marketing Transformation Advisor, pointed out, “The audience is quick to call out anything that feels exploitative or insincere.”
Ajay Kulkarni, Business Head, YKone Barcode, concurred with Jain. “Absolutely, there’s a risk of backlash if audiences perceive influencers as prioritizing profit over the sanctity of the event,” he said.
Industry experts also highlighted other challenges that influencers face at Maha Kumbh. While maintaining authenticity is paramount as overt commercialisation can alienate audiences and attract criticism, there are other hurdles in the way:
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Logistical hurdles - Connectivity issues, overcrowding, and limited access to exclusive spaces, impacting content creation.
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Sensitivity concerns - potential infringement on the privacy of sadhus and devotees, as exemplified by controversies surrounding unauthorized filming and disrespectful attire.
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Fierce competition - which necessitates either viral content or deep cultural relevance to stand out.
Navigating the tightrope
Being touted as a once-in-a-lifetime event, the Maha Kumbh presents a unique opportunity for influencers to generate compelling content and reach a massive audience. However, this potential is intertwined with significant risks of backlash and trolling, particularly when attempting to capitalise on the spiritual significance of the event.
This raises a critical question: How can influencers effectively navigate the Maha Kumbh while maintaining authenticity and avoiding negative repercussions?
Prioritising authenticity
“Smart influencers blend authenticity with promotions,” observed Joshi from Creator Chronicles. She cited Harsha Richhairya as an example, who effectively educates her audience on Maha Kumbh traditions while seamlessly integrating brand collaborations. Influns’ Katyal advised a 70:30 ratio of spiritual content to commercial content, emphasizing the need for value-adding content that respects the event's spiritual significance.
According to KlugKlug’s Kumar, plugging a brand with religion is a bad idea. Forcing a connection can backfire for influencers. “There is a way to do this. You do not have to sound fake and overly spiritual. You have to keep the functionality part and the spirituality part of your content distinct,” said Kumar. He culminated by saying, “Just keep it simple.”
Hammering the nail to the wall, Katyal uttered, “In the age of conscious consumerism, authenticity isn't just good ethics - it's good business.”
Building trust through transparency
Joshi emphasised the importance of transparent disclosures, noting the increasing use of platforms like Instagram's “paid partnership” tags.
“Influencers are increasingly disclosing partnerships to maintain trust with their audiences,” she stated.
Kulkarni from YKone Barcode, aligned with this view, suggested that influencers openly share their motivations for participating in the Maha Kumbh, allowing audiences to see them as participants first and collaborators second.
Strategic brand collaborations
Kulkarni suggested aligning with brands that resonate with the event's ethos, such as Unilever and Coca-Cola. “Influencers must carefully select brand collaborations that align with the spiritual and cultural context of the Kumbh,” he advised.
Jain emphasised the importance of prioritising partnerships that genuinely resonate with the event's cultural and spiritual significance. "Storytelling needs to take precedence over blatant product placements, ensuring brand integration feels natural and authentic within the narrative," she stated.
The monetisation model
When asked if there was any evidence of successful monetisation happening at the Kumbh Mela, Joshi nodded.
“Influencers partnering with brands like Patanjali or MamaEarth report earning Rs 5-10 lakhs for exclusive promotions. Travel influencers monetised through brand sponsorships with airlines, hospitality services, and travel apps.
For instance, Airbnb’s collaborations generated a 40% spike in international bookings. Some influencers launched exclusive Maha Kumbh-themed merchandise, such as spiritual jewellery or eco-friendly apparel, to diversify income streams,” she said.
Kulkarni added to the conversation saying, “Brands across categories—like Coca-Cola, Emami, and Dabur—are keen to partner with influencers who align with the event’s themes of purity, wellness, and sustainability. These collaborations are not only lucrative for influencers but also help brands reach a massive, engaged audience.
Financial outcomes depend on how well the influencer integrates the brand into their storytelling. For instance, a travel influencer promoting a premium pilgrimage package can see both direct financial returns and a boost in credibility within their niche.”
Influns’ Katyal highlighted that real financial success lies beyond immediate monetary gains.
“The average engagement rates are up by 40-50%; brand collaboration rates have increased 25-35%; long-form content is seeing 3x higher completion rates. The real financial success isn't in direct monetisation. Creators who've approached Kumbh strategically have seen a 60% increase in their long-term brand value,” Katyal said.
Summing it up, Joshi explained that influencers are casting a positive impact - bringing global visibility to the Maha Kumbh, celebrating cultural richness, and boosting tourism. However, there is a fine balance that needs to be maintained.
“Maha Kumbh 2025 isn't just a marketing opportunity - it's a responsibility. Success lies in creating content that adds value to the spiritual experience rather than exploiting it,” Katyal aptly said.