Pilgrimage, Promotion, and Purpose: Marketing Strategies for Consumer Engagement at Maha Kumbh"

Author(s)	Prof. Dr. Ms. Dr Pinkey Nanak Bhardwaj
Country	India
Abstract	The Mahakumbh Mela, one of the world's largest religious gatherings, attracts millions of pilgrims, tourists, and brands seeking engagement opportunities. This research paper explores the dynamics of brand engagement at Mahakumbh, examining consumer interaction, cultural affinity, and the effectiveness of brand activations in such a spiritual and culturally significant environment. Through qualitative and quantitative methods, this study aims to identify key brand strategies, their impact on consumer perception, and the role of emotional and religious sentiments in brand acceptance. The findings provide insights into the unique challenges and opportunities for brands in culturally immersive settings.
Keywords	Mahakumbh, brand engagement, consumer behavior, cultural marketing, religious tourism, brand activations, spiritual branding
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-03-20
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.39397
Short DOI	https://doi.org/g89vt4

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International Journal For Multidisciplinary Research