2025, Vol. 7, Issue 1, Part D

author(s)
Vivek Kumar Maurya and Sarvesh Singh

abstract
The 2025 Prayagraj Maha Kumbh Mela, one of the world’s largest religious gatherings, showcased a significant digital transformation in its promotion and management through online marketing. This study uses secondary data from government records, media coverage, and digital analytics to assess how digital marketing efforts affected the event. Official websites, smartphone applications, and massive social media campaigns that improved worldwide outreach and participation were among the key projects. Real-time updates, enhanced crowd control via AI-powered technologies, and safer, better-organized pilgrim experiences were all made possible by digital platforms. Online booking portals and digital payment systems were also used to encourage a cashless society and boost economic growth. Problems including unequal access to digital technology and worries about data privacy were observed despite the favorable results. According to the findings, digital marketing was essential to the Maha Kumbh Mela's increased tourist arrivals, enhanced communication, and growth of local companies. This study highlights how crucial it is to incorporate digital solutions while overseeing major cultural events and provides suggestions for future developments in religious tourism.