Millions of people, endless stories, and infinite connections come alive on the banks of Prayagraj, forming a mosaic of faith, culture, and community.
Across several touchpoints HUL brands joined the pilgrim’s journey creating meaningful connections. From Surf excel’s easy bag initiative to keep wet clothes after the holy dip, to Vim’s Maha Kadai Bhog and dishwashing stations, from Lifebuoy’s spectacular drone show to serving consumers through our food and refreshment brands, we have been delighting consumers along the way.
India is in the DNA of Hindustan Unilever Limited, and we are proud to be present not just on the shelves, but in everyday moments that uphold the pride, culture, and traditions of our country.
Roundup of key HUL brand activations at the Maha Kumbh Mela
- Lifebuoy drone show
Lifebuoy, a brand with over a century of excellence in hygiene has taken a leap of transformation by enhancing its products to offer advanced skin protection.
To mark and celebrate this significant milestone for the brand, Lifebuoy orchestrated a mesmerising drone show at the Maha Kumbh. For millions of our consumers present at the Maha Kumbh, witnessing this spectacle was not just a moment of awe, but a testament to Lifebuoy's enduring commitment to innovation, cultural roots and creating meaningful connections with cross-generational consumers.
- Surf excel Easy Bag
For pilgrims at the Maha Kumbh taking a sacred dip in the Triveni Sangam at Prayagraj, Surf excel introduced the innovative Easy Bag. This special utility bag features a zip-lock waterproof compartment designed to store wet clothes. The simple yet unique design of the Easy Bag addresses the challenging task of managing wet garments, allowing pilgrims to fully immerse themselves in the holy traditions and rituals without worry.
- Vim's epic feat: Maha Kadhai Record
Vim, India's leading dishwashing brand, made history at the Maha Kumbh by setting the 'Vim Maha Kadhai' record. Under the expertise of celebrity Chef Vishnu Manohar, approximately 10,000 kg of halwa was prepared in a gigantic kadhai. This delicious treat was shared with over 2 lakh people at the Maha Kumbh.
The Maha kadhai stood 6.5 feet tall with its stand, had a diameter of 15 feet, and weighed a staggering 1,800 kg. Its surface was crafted from iron and copper, and the spatula used weighed 180 kg. To create the halwa, around 1,300 kg of ghee was used, and the Maha Kadhai was remarkably cleaned with Vim bar. In addition, Vim partnered with the Om Namah Shivay Seva Group, the driving force behind the world's largest 24x7 bhandaras at Maha Kumbh 2025. Vim has been supporting community meals (bhandaras) for over 1 crore pilgrims. The bhandaras also featured innovative Vim solar-powered branded light poles 'Chamakta Chaurahas' for enhanced visibility and dishwashing stations to maintain hygiene.
