In this episode of VideoBrief, Ravi Kunwar, CEO and Vice President of HMD – India and APAC, speaks about the company’s strategic initiatives for the ongoing Mahakumbh Mela 2025. With an expected gathering of nearly 400 million pilgrims, the Mela presents HMD with a unique opportunity to engage with a vast audience, reinforcing their brand identity as a provider of “human mobile devices.”
Kunwar emphasizes HMD’s commitment to enhancing the experience of all attendees by ensuring that they remain connected with their loved ones during their time at the Mela. He highlights the challenges faced by pilgrims regarding mobile phone usage. “To address this,” he shares, “HMD plans to establish mobile care camps throughout the Mela site, offering help on device repair, alongside a loaner handset program.”
He point out that this initiative illustrates the company’s dedication to customer service and aligns with their brand philosophy of ensuring seamless connectivity while attendees participate in their religious observances.
Kunwar elaborates on the integration of digital transactions and how HMD’s feature phones can facilitate financial accessibility for the pilgrims. With India witnessing a surge in digital payments through platforms like UPI, even users of budget-friendly devices will be empowered to perform transactions effortlessly. He notes that, “This initiative reflects HMD’s dedication to innovation across various price points, aiming to enhance financial inclusion among attendees.”
Further he touches upon HMD’s partnership with Radioline to curate relevant content for the pilgrims. Understanding that information dissemination plays a crucial role during the Mela, HMD is leveraging their 4G feature phones to provide timely updates on vital information, including important dates for ceremonial dips and available services for pilgrims. This tailored content is meant to simplify the experience for attendees, positioning HMD as an essential resource during the Mela.
Discussing the broader impact of tourism in India, Kunwar highlights HMD’s ‘Dekho Apna Desh’ campaign in collaboration with the Ministry of Tourism and Uttar Pradesh. He explains that, “This initiative is part of a larger movement to promote domestic tourism, encouraging citizens to explore the rich cultural heritage of India.” HMD’s engagement includes providing prizes to contest winners in the form of branded devices, which further integrates their technology into the travel and tourism ecosystem.
On-ground activities at the Mela play a significant role in HMD’s strategy to enhance the pilgrim experience. Kunwar explains the various outreach efforts that extend beyond mere logistical support. The brand aims to establish a strong presence at key entry and exit points in Prayagraj, ensuring visibility and accessibility for attendees while maintaining connections with local authorities for initiatives like lost and found services, enhancing the overall safety and ease for pilgrims.
Kunwar also discusses the sustainability initiatives that HMD is focusing on, which are aligned with the values of the Kumbh Mela itself, known for its self-sustainability. He underscores that HMD’s commitment to sustainable practices across their product lines reflects a growing awareness of environmental responsibilities, particularly in the face of increasing digital consumption. He emphasizes that HMD aims to promote a balance between digital engagement and personal wellbeing, pushing for a digital detox in a society increasingly reliant on technology.
Kunwar also shares HMD’s focus on maintaining momentum beyond the Mahakumbh Mela 2025. He underlines the company’s intention to replicate successful initiatives across other important festivals and regions in India, ensuring that HMD’s brand resonates with consumers at various touchpoints throughout the country.
“HMD’s vision is to provide relevant and accessible technology to enhance the lives of people while respecting cultural heritage and promoting sustainable practices,” concludes Kunwar.
