From tea to tyres: Advertisers flock for a slice of Maha Kumbh pie

Cakes and cookie maker Britannia Industries Ltd, for instance, has its products at Chai Point, the tea retail brand.

Ajay Mehta, managing director of media agency GroupM OOH Solutions, has already been twice to the Maha Kumbh that began in UP’s Prayagraj on January 13. It’s not just the charm of the country’s largest spiritual “mela” that has drawn him there. He rushed to the city on the banks of the Ganga and Yamuna rivers to oversee the marketing and promotion efforts of the big brands that the agency manages.

Held once in 12 years, the Kumbh offers an opportunity for consumer brands to connect with millions of people. (HT Photo)

Cakes and cookie maker Britannia Industries Ltd, for instance,