AMFI

"Mahakumbh 2025"

Brief

To organise a festive activation campaign at Mahakumbh 2025 that increased financial literacy and promoted disciplined investing under the “Mutual Funds Sahi Hai” campaign

Insight

Mahakumbh pilgrims are mostly from rural and semi-urban areas with limited exposure to financial planning. They deeply follow traditions, auspicious timings, and spiritual routines. By linking investing to familiar rituals and symbols financial habits could be introduced in a trusted, culturally aligned way, making finance feel familiar and accessible.

Idea/Execution

Sahi Hai Mandli:

A vibrant troupe roamed the mela, singing catchy jingles about small acts of responsibility and linking them to starting SIPs. They engaged pilgrims joyfully, praising good deeds, and handed out the Nivesh Panchang calendar, making investing relatable, simple, and culturally resonant.

Nivesh Panchang:

A 12-year Hindu calendar highlighting auspicious days to start new ventures, including SIPs. Distributed at Kalash water points and through the Mandli, it served as a keepsake for homes, blending faith with financial discipline.

Kalash Installations:

Two large kalash water stations offered free warm, RO-filtered water to pilgrims. Each featured a poetic message connecting small drops to building wealth through SIPs, reinforcing the philosophy of steady investing in a culturally meaningful way.

Impact

Reached and engaged over 2,00,000 pilgrims across Mahakumbh zones
Distributed 2,00,000+ Nivesh Panchangs, creating long-term brand recall and a keepsake for households
Provided 10 lakh glasses of warm, filtered water via Kalash installations, tying practical support to financial messaging
Created memorable, emotionally resonant experiences that positioned SIPs as a familiar, trusted, and auspicious habit

footfall, engagement, kunbh mela, mela, large scale, cultural integration, financial literacty, mutual fund, BFSI, festival, rural, festive project, innovation, creative, mela activation

AMFI – Mahakumbh 2025