We were Authorised by the Government of Uttarakhand to bring in Corporate Participation through CSR and Branding opportunities for Kumbh Mela 2021. Under the looming threat of COVID with brands going for a conservative spending approach towards marketing and promotions, a focused approach was adopted with brands providing needful services for devotees, brought in through their CSR initiatives. It encapsulated brands that were part of the new COVID normal. There was sanitizer distribution by Himalaya, Bike Ambulances by Ceat, Dabur Washing stations with the touch-less release of soap, toothpaste, and water, free Mask Distribution by Savlon and sponsored Wall Paintings.