Technology and traditions: How digital influencers are taking Kumbh to the world

The Maha Kumbh Mela is not only drawing lakhs of devotees but has also become a major event in the digital world, with social media influencers and tech enthusiasts actively documenting and sharing their experiences.

With themes like mindfulness, wellness, spirituality and self-discovery, influencer content and brand collaborations are taking Kumbh Mela to different corners of the world. Some collaborations can cost brands between Rs 1 lakh and Rs 50 lakh per campaign, depending on the influencer’s reach, credibility, and deliverables, a recent media report said.

To keep a check, local authorities have imposed strict guidelines to ensure that influencer activity is respectful and non-disruptive. For example: Influencers have to obtain police approval for specific actions, such as operating drones, and they must adhere to content-sharing guidelines of they platforms they are using.

Maha Kumbh has seen teams of YouTubers from as far as Japan, South America, and South Africa.

UP government has deployed “digital warriors” for a campaign against fake news, to raise awareness about cybercrime, and highlight the commendable work of the police on social media platforms during the Maha Kumbh Mela.The initiative is led by social media influencers and students.

The UP Police have also enlisted influencers, technocrats and students to enhance awareness about safety protocols, crowd and traffic management.