The Maha Khumb Mela in India is the largest religious festival on the planet, which means over a hundred million people getting together over a short period of time.

Due to the spiritual nature of the festival, promotional activities there must be handled with care. It’s an excellent opportunity for brands to connect with such large audiences in a meaningful way, by offering some sort of utility.

This was the case of Vodafone, which handed over millions of earmuffs that helped devotees to stay warm during the intense winter time and precarious conditions.

The earmuffs looked like earphones, reminding people subtly of one of their value added services: 123 Devotional Music.

Done by OgilvyAction / Geometry Global Mumbai.