New Delhi: Coca-Cola India’s landmark “Maidaan Saaf” campaign, which is one of the world’s biggest events, Maha Kumbh 2025, will be held at 7pm on July 19, 2025 and Discovery+ on May 19, 2025 at Discovery Premiers, reimagined in one of the world’s biggest events, Maha Kumbh 2025.
The documentary filmed on Kumbh Mela Grounds in Prayagraj, capturing the ground efforts of Coca-Cola India, transforming one of the world’s largest events into a cleaner, safer, and more inclusive space, which is through leveraging technology, partnerships and purposes.
“Maidaan Saaf reflects our commitment to converting intentions into impact,” said Devyani RL Rana, vice president of public affairs, communications and sustainability for Coca-Cola India and Southwest Asia.
“We believe in the power of storytelling that inspires change,” said Warner Bros. Discovery, head of advertising revenue at South Asia.
From deploying reverse vending machines and using recycled pet materials in utilities, to engaging local communities in waste apartheid and raising awareness about recycling, Maidaan Saaf demonstrates how public-private partnerships can achieve large-scale behavioral changes.
Coca-Cola’s wide engagement at Maha Kumbh Mela 2025 has also attracted attention in the company’s recent earnings report, which acknowledged the event as an important brand activation milestone. The report details hundreds of refreshment areas, approximately 1,400 mobile stations, and a world-record 100 cool walls, eventually exceeding 180 million copies during the festival. This recognition highlights the company’s commitment to integrate cultural relevance with community engagement globally.
