From Eveready torches to luxury tents, and from ash-smeared sadhus to Instagram-worthy holy dips, a spiritual extravaganza like no other, where over 400 million devotees, brands, and marketers converge in Prayagraj.

They discover how spirituality is shaping India’s consumer culture. With record-breaking revenues and global attention, the Maha Kumbh has become the Super Bowl of India for marketers. Host Ratna Bhushan Talks to Shuvadip Banerjee, Chief digital marketing officer, foods division, ITC, Sandeep Goyal, Chairman, Rediffusion and Anirban Chowdhury talks to Manan Bajoria, vice president, growth marketing at travel portal Ixigo.