Misfitting to Fit In: How Brands Harnessed Creativity at Maha Kumbh 2025

The Maha Kumbh Mela 2025 was the perfect opportunity for brands to get in front of millions of people and show off their creative marketing prowess. Brands like Dettol, Lifebuoy, Coca-Cola, Amazon, and others came up with super innovative campaigns that not only promoted their products but also improved the whole Kumbh experience for pilgrims.

These brands really stood out by doing things differently and connecting with people on a deeper level. Dettol used street plays to encourage good hygiene, Eveready set up cool LED installations, Uber made getting around easier with a special Kumbh app, and Coca-Cola handed out customized Kumbh-themed packaging. Lifebuoy printed reminders to wash hands on whooping 2.5 million rotis. While Amazon provided eco-friendly beds made from their own packaging materials.

The key insight is for advertising to really work, brands need to understand their audience, get creative, and find authentic ways to add value. The Kumbh Mela campaigns nailed this by seamlessly blending their brand messages with the spiritual vibes and practical needs of the pilgrims.

Why Creativity in Advertising Matters Big Time

In a world where people are constantly bombarded with ads, brands need to get creative if they want to stand out and make an impact. Creativity is not a "nice to have" - it's a must-have for any brand that wants to grab attention, engage their audience, and boost their bottom line.

The proof is in the pudding. Studies by Ipsos show that:

1. Memorability is strongly linked to the Creative Experience that the ad imparts on the viewer
2. Empathetic and creatively crafted stories are more likely to drive purchase
3. Right creative idea can help improve market share in long term

But here's the problem - a lot of companies are scared to take creative risks and end up playing it safe with their advertising. Ipsos found that while most marketers believe creativity gives them a major competitive edge, only a small fraction feel confident pitching creative ideas to their finance teams. It's important for brands to invest in creativity and make it a key part of their plan.

Measuring the Impact of Creative Advertising

Creativity might seem like an abstract concept, but it can actually be measured and analyzed using a combination of human insights and hard data. Ipsos breaks it down into three key aspects:

• Creative Experience: Does it evoke emotions and entertain?
• Creative Empathy: Does it reflect the audience's reality and fit the brand?
• Creative Idea: Does it present new information in a unique way?

By studying these factors throughout the creative process using research and testing, brands can make sure their ads are built on a solid foundation. Frameworks like Ipsos' MISFITS provide a concrete way to evaluate an ad's creative potential and make tweaks early on.

The Maha Kumbh campaigns are perfect examples of how creativity, rooted in a deep understanding of the audience and context, can lead to advertising that is authentic, impactful, and effective. At the end of the day, brands that embrace creativity and empathy in their marketing strategies are going to be the ones that win people's hearts, minds, and wallets.

Article by Shruutika More