AI and Brand Narratives at the Maha Kumbh Mela 2025

Top o’ the morning, fabulous readers!

In this sizzling edition of The K(Now) News, we’re diving head-first into the wild, wondrous world of AI-driven brand storytelling—served fresh from the heart of the Maha Kumbh Mela 2025.

Buckle up, because the future of narratives just got a whole lot spicier! ??

At the Maha Kumbh Mela 2025, AI-driven activations are more than just a tech innovation—they are the secret sauce to building unforgettable brand narratives. With AI, brands are now curating stories in real-time, offering personalised, hyper-targeted experiences that make every pilgrim feel like the star of their own branded saga.

Imagine this: PepsiCo doesn’t just give you a drink; it reads your movement, understands your needs, and serves you a chilled Sting the moment your energy levels hit rock bottom—because AI knows when you need a boost.

Tata Motors doesn’t just sell cars; it tailors the experience, offering you a virtual test drive on your phone, so you can feel like the king of the road without stepping foot inside a showroom.

Amazon isn't just promoting products; it's offering you Alexa-guided shopping that’s as intuitive as your best friend recommending the perfect outfit for a night out.

Brands are no longer just telling stories—they’re engaging in conversations, listening, adapting, and delivering relevance at every turn. This isn’t about selling products; it’s about creating memorable experiences that stay with you long after the Mela is over.

This is where AI meets personality, and brands are proving that the future is all about experiential engagement, not just advertising. From hyper-localised campaigns to AR-driven fun, the Kumbh Mela 2025 is a playground for brands that want to redefine their narrative in the age of AI-powered personalisation.

Buckle up, because in this new era of marketing, brands are not just keeping up—they’re leading the way, creating brand experiences that are as dynamic and vibrant as the Mela itself.

Amazon: Alexa, Make Me Feel Like a VIP

Amazon’s got the memo: if you're not using AI to personalise the customer experience, you're missing out. At Kumbh Mela, Amazon’s Alexa isn’t just talking to you—it’s talking to you. With geolocation tech, Alexa’s dropping personalised recommendations and discounts as you wander around the Mela. Need a scarf because the weather’s turning? Alexa’s got you covered with a discount code for quick delivery. Alexa knows exactly what you need, when you need it.

• Personalised Product Recommendations: For example, pilgrims might receive hyper-personalised notifications about relevant products --- if a pilgrim is near a popular bathing area, Alexa might recommend products related to health and wellness, such as herbal teas, spiritual books, or even lightweight bedding for the night.
• Push Notifications and Discounts: Leveraging real-time data gathered from the app, Amazon can send timely push notifications offering exclusive discounts or special promotions on relevant products. For instance, if the weather turns unexpectedly cold, pilgrims might receive a push notification with a discount code for warm clothing or portable heaters available for delivery.
• Location-Based Assistance: AI can enable Alexa to offer location-specific advice. For example, if a pilgrim is near a large crowd, Alexa could suggest nearby safely-distanced shopping spots, food stalls, or quiet places to rest.

These personalised, context-aware services provide a seamless shopping experience while integrating Amazon into the Maha Kumbh Mela journey.

Tata Motors: Virtual Test Drives That Actually Work

Tata Motors is taking AI to the next level. Forget the old-school “come in for a test drive” pitch. With AI-powered virtual test drives, Tata lets you explore cars from the comfort of your own phone—on your own time. Whether you’re into rugged rides like the Safari or eco-friendly options like the Nexon EV, Tata’s got an AI-powered recommendation that’s as spot-on as your best friend’s advice.

• Customised Car Recommendations: Tata Motors will analyse foot traffic patterns, vehicle preferences, and real-time location data to recommend vehicles that align with the user’s lifestyle. For example, pilgrims looking for eco-friendly transportation might be directed towards Tata’s electric vehicles, such as the Tata Nexon EV, whereas others seeking rugged, all-terrain cars might see more recommendations for the Tata Safari.
• Virtual Test Drives: Tata Motors is utilising augmented reality (AR) and AI to offer virtual test drives. Pilgrims can use an AI-powered AR app to experience a simulated test drive without the need to visit a dealership. Pilgrims can interact with the vehicles via the AR interface and see how a Tata Motors car would feel driving through the Kumbh Mela landscape in real-time.
• Predictive Analytics: Tata Motors is also using AI-powered predictive analytics to anticipate the preferences of potential customers. By analysing crowd behaviour and demographic data, Tata can tailor specific campaigns for different groups, ensuring that each individual receives personalised outreach based on their engagement with the brand.

PepsiCo: When AI Knows You Need a Boost Before You Do

PepsiCo has integrated AI-powered geolocation data into its brand activations at the Maha Kumbh Mela 2025. By tracking consumer behaviour and movements within the grounds, PepsiCo can deliver personalised offers to attendees, primarily through its Sting energy drink.

• Foot Traffic Analysis: Using AI, PepsiCo is monitoring foot traffic patterns in real-time across different zones of the Mela. By identifying where large crowds are gathering—such as near the bathing ghats, food stalls, or key events—PepsiCo can direct its activation efforts to those high-traffic locations, ensuring that the Sting energy drink reaches people when they need it most.
• Personalised Offers: Based on location-based insights, AI can push personalised discounts or promotional offers to consumers. For instance, if AI identifies a group of attendees near a resting area, it could send an exclusive offer for a Sting drink to recharge or even provide a buy-one-get-one-free deal on hydration solutions at nearby stalls.
• Real-Time Data-Driven Decisions: AI enables PepsiCo to make instant adjustments to its activations. If a specific area sees higher-than-expected traffic, PepsiCo can quickly deploy additional resources or change its product offerings to cater to the specific needs of that crowd segment.

Ah, the joys of AI!

ITC: Influencer Marketing, But Smarter

ITC’s got AI influencer marketing on lock, and it’s a game-changer. ITC is using AI to match the right influencers with the right audience, ensuring their products hit the right notes with the right people at Kumbh Mela.

• Demographic Segmentation: By analysing social media behaviour and consumer data from the Kumbh Mela app, ITC can identify key demographics and tailor influencer partnerships accordingly. For instance, influencers with a strong following in specific regions such as Uttar Pradesh, Bihar, or Jharkhand may be chosen to promote Bingo snacks, ensuring that the brand messaging resonates with the local crowd.
• Real-Time Content Analysis: AI tools allow ITC to track influencer performance by analysing engagement data in real-time. Through sentiment analysis and engagement metrics, ITC can gauge how well each influencer’s content is resonating with their audience. If an influencer’s post is gaining significant traction, ITC can amplify their efforts through additional promotions or offers.
• Campaign Optimisation: AI continuously analyses real-time data on interactions, preferences, and behaviour, allowing ITC to adjust the campaign on the fly. For example, if one influencer’s content is particularly successful, ITC can redirect more resources toward their promotions and tailor content based on audience feedback and engagement.

Amul: AR-Powered Experiences and AI Insights

Amul is tapping into augmented reality (AR) and AI-driven insights to enhance its engagement with pilgrims during the Maha Kumbh Mela 2025. By integrating AR-powered experiences, Amul is creating a fun, interactive way for pilgrims to engage with its products while AI-driven insights optimise the brand’s marketing strategies.

• AR-Driven Engagement: Pilgrims can scan Amul product packaging using their smartphones to unlock AR experiences, such as virtual tours of Amul’s dairy farms or interactive games featuring the Amul Girl. This gamification strategy adds a layer of fun to the event while enhancing product visibility in a highly engaging way.
• AI Data Insights: Amul leverages AI-powered analytics to understand pilgrims’ purchase behaviours and product preferences. Based on this data, Amul can recommend relevant products to consumers as they navigate the Mela.
• Localised Messaging: Using AI to track pilgrim movements and preferences, Amul can deliver location-specific product promotions, ensuring that messaging is relevant to each individual’s current context—whether they’re near a food stall, a spiritual activity, or a rest area.

The K(Now) Vantage

AI-driven brand activations at the Maha Kumbh Mela 2025 are redefining how brands interact with their audiences. From personalised product recommendations to real-time campaign optimisation, AI is giving brands the power to serve up experiences that truly hit home. Forget generic—AI ensures your brand stands out with relevance, impact, and seriously unforgettable impressions.

The future of brand activations is clearly intertwined with AI, making it a crucial tool for brands looking to stay ahead in an increasingly competitive marketplace.

AI isn't just transforming brand activations—it's rewriting the rules of engagement, driving brands to connect with audiences in ways that were once unimaginable.

The future is here, and it’s powered by AI.