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Aaj Tak, India’s leading Hindi news channel, took a pioneering step in promoting the cultural and spiritual grandeur of the Mahakumbh Mela, 2025. Aaj Tak envisioned building a comprehensive digital archive of Mahakumbh, preserving its legacy for future generations while enhancing its relevance in the digital era. Aaj Tak extended its global platform to showcase the grandeur and historical importance of this monumental event, by leveraging the power of social media and digital influencers; cementing its position as a leader in innovative and impactful storytelling. Aaj Tak, India’s leading Hindi news channel, and MakeMyTrip, India’s leading online travel company, joined forces to promote the cultural and spiritual grandeur of Mahakumbh Mela 2025 by launching an exclusive Influencer’s Lounge. The initiative aimed to empower devotees of the Mahakumbh with useful & right information amid the chaos, creating and sharing captivating content from the Mahakumbh, bridging gap between tradition and technology, with important information like Dos & Don’ts, approach roads to the Kumbh, what to eat, where to go, where to stay, how to access the right places and the right information, that stood of an absolute importance during the Mahakumbh. The narratives were carefully built looking at the needs of the people, deeply researched by our local teams in Prayagraj, considering the realities of various situations, actual challenges being faced by people, Aaj Tak used its strong digital medium to amplify the reach of its social platforms, so that maximum people could benefit with it. Beautiful stories and narratives were created in sync with organically plugged in messaging for Make My Trip’s services that were being offered specially for the Mahakumbh in the form of stays, local/intercity cab services and booking convenience through their app. Our anchors who were reporting from on ground in Prayagraj, who were well penetrated in Mahakumbh