An advertising gala at the Maha Kumbh Mela

Review: Inside India's once-in-a-lifetime Maha Kumbh Mela

In a once-in-144-years celestial alignment, Noni Ware joins 660 million pilgrims at India's Maha Kumbh Mela to witness a spiritual spectacle where the Ganges becomes a sacred conduit for salvation, personal transformation and the ultimate expression of faith beyond imagination. I arrived at Kumbh Mela on the back of a motorbike from Prayagraj. It was, as most journeys can be in India, a thrilling if terrifying beginning to a trip exploring the S…

An advertising gala at the Maha Kumbh Mela

You know how advertising loves a good bandwagon? Whether it’s the Cricket World Cup, the Olympics, or even Valentine’s Day, brands are always on the lookout for moments to shine. But this time, the Maha Kumbh Mela took centre stage – and let’s be real, with 600 million people attending, it wasn’t just a moment; [...]