Afaqs.com profiled the many ways brands attempted to connect with devotees at Mahakumbh 2025. Among consumer goods giants and spiritual campaigns, the Eyebetes Foundation stood out for its creativity and social impact. Its Undekha Eye Test, where Naga Sadhus carried painted alphabets to be used as eye charts, became a striking example of cause-based outreach at a cultural mega-event. The article noted that while commercial brands sought visibility, Eyebetes focused on service — delivering eye care, diabetes screenings, and free spectacles to tens of thousands of pilgrims.
Brands such as Nestlé India, Coca-Cola, Tata Consumer Products, Centerfruit, and Eyebetes Foundation drive brand engagement at Maha Kumbh Mela 2025.
At Maha Kumbh 2025, Eyebetes Foundation launched the ‘Undekha Eye-Test’ campaign to raise awareness about diabetes-induced blindness. In a unique initiative, Naga sadhus carried an eye test on their backs to encourage attendees to check their vision. The foundation, led by Dr. Nishant Kumar, set up a free screening camp at the Sangam site to test visitors for diabetes and preventable blindness, aiming to address a growing health crisis affecting millions in India.
SOURCE: Afaqs.com