ITC Mangaldeep’s Mahakumbh Campaign Wins Gold at Effie India Awards 2026

Bengaluru, ITC Mangaldeep has won Gold at the Effie India Awards for its ‘Mangaldeep Ka Mahakumbh’ campaign. The recognition was awarded in the Brand Experience category for marketing effectiveness,

honouring measurable business impact and enhanced consumer engagement during a key cultural period.

Organised by Effie Worldwide, the awards celebrate campaigns that demonstrate strategic insight, creative excellence and tangible results. Mangaldeep’s win underscores its focus on blending tradition with contemporary storytelling to build deeper consumer connections.

The ‘Mangaldeep Ka Mahakumbh’ campaign was designed as a large-scale cultural platform rooted in devotion, community participation and immersive brand experiences. Through on-ground activations, digital amplification and culturally anchored narratives, the initiative strengthened brand salience and drove growth across priority markets.

Key initiatives included the launch of Jalbatti—an underwater incense stick with alum aimed at preserving river sanctity at Sangam—along with 100 mobile ‘Lajja Kaksh’ changing rooms for women to ensure privacy and comfort. The brand also introduced a 3D Augmented Reality MahaKumbh experience, enabling users to virtually perform rituals such as Shahi Snaan, Deep Daan and Aarti.

The recognition reinforces ITC Mangaldeep’s leadership in the category and highlights how culturally grounded storytelling can translate into sustained brand growth and measurable marketing effectiveness.