At Maha Kumbh 2025 in Prayagraj—a spiritual confluence where millions gather in faith—UltraTech Cement stepped in with a powerful pledge of its own. Through its ‘MahaKumbh ka MahaSankalp’ campaign, the brand transformed a growing concern—plastic waste—into an opportunity for meaningful change, showing how devotion can also become a commitment to sustainability.
A Pledge for a Cleaner Tomorrow
The Maha Kumbh, while deeply sacred, also leaves behind a pressing environmental challenge: plastic waste generated from offerings, packaging, and daily activities. Recognizing this, UltraTech Cement launched a multi-faceted initiative that combined environmental responsibility with on-ground action.
Partnering with local authorities, UltraTech launched an integrated campaign encouraging pilgrims to take a sankalp (pledge)—not just for spiritual renewal, but also for a cleaner, greener Maha Kumbh. The message was clear: every small action counts when it comes to protecting the land that welcomes millions.
Action on the Ground
UltraTech’s presence was hard to miss across Prayagraj. From major routes to key landmarks, the city was wrapped in campaign visuals carrying the message of sustainability. To ensure real-time impact:
- 50 blue bins were strategically placed in high-traffic areas of the mela grounds.
- 50 dedicated sanitation workers were deployed to manage and collect waste.
- A special LED van roamed residential areas, hosting interactive awareness sessions to educate people on responsible plastic disposal.
But the campaign didn’t stop at collection.
From Waste to Worth
The collected plastic waste was transported to UltraTech’s Dalla Cement Works in Sonbhadra, Uttar Pradesh, where it was repurposed as alternative fuel—a sustainable solution that helped reduce environmental pollution while powering cement production. By February 2025, the initiative had processed over 400 metric tonnes of plastic, making UltraTech the first cement brand to manage such a large volume of plastic waste at a single event.
Creating Emotional Connect
To reach hearts as well as minds, UltraTech launched a compelling music video, voiced by iconic singer Shaan, celebrating the spirit of the campaign. The video struck a chord with audiences, reaching millions across Instagram, Facebook, and YouTube, reinforcing the idea that sustainability can be soulful.
The campaign also gained widespread visibility through Red FM Prayagraj and dedicated social media handles, driving deeper engagement and spreading awareness far beyond the event itself.
A Legacy Beyond the Kumbh
‘MahaKumbh ka MahaSankalp’ reflects UltraTech’s broader vision of environmental stewardship. As part of its ongoing mission, the company collaborates with over 80 municipal corporations across India to manage incinerable, non-biodegradable waste—proving that sustainability is not just a goal, but a responsibility woven into its business.
As UltraTech says, “Ghar ek, Mauka ek”—this moment was indeed “MahaKumbh ek, Mauka ek”—a rare opportunity to unite purpose with impact. More than a cleanup, this was a cultural shift, showing that the places which bring us together can also inspire us to care, protect, and preserve.
By giving plastic waste a new purpose, UltraTech Cement ensured that the sacred grounds of Maha Kumbh remain just as revered for generations to come.
