Maha Kumbh: Companies rope in influencers to amplify their brands

E-commerce platform Amazon has roped in regional and national influencers to post 'experiences' of its box beds for devotees at Kumbh, which it has placed in Prayagraj, while ITC is collaborating with regional Instagram influencers for Bingo snacks. The soaps-to-staples maker is collaborating with influencers popular among audiences in Uttar Pradesh, Bihar and Jharkhand, to create relevant content. Coca-Cola, which is launching 'Maha Kumbh special edition packs' for some of its beverages, putting up hydration carts and food court activation at the mega religious event, too is collaborating with influencers.