MUMBAI: Celebrating the spirit of the Hindu legends and the holy river of the Ganges, the ongoing Ardh Kumbh at Prayagraj is seeing over millions of pilgrims currently. Aligning to the sanctity of the event and venerating another such loved Hindu Lord, &TV has set up a huge installation of Lord Krishna from their popular show Paramavatar Shri Krishna at the Kumbh Mela this time.

Devotees gathered at the ghats are in for a visual treat as they see the installation of everyone’s favourite little makhanchor, Krishna from the show. Kanha’s proximity to the ghats, a sacred site, adds to their religious fervour. Pilgrims can enjoy bhajjans all day and participate in the daily aartis, performed by a dedicated pandit. The rotating Kanha installation stands 16 feet tall in 3D, ensuring it is visible for darshan even from a distance.

The Kumbh Mela is undoubtedly one of the biggest religious gatherings in not just India, but the world over. It enjoys the status of being not just one of the oldest, but also one of the most iconic festivals in the country celebrated with great faith. The event provides a great opportunity for brands to innovatively connect with their consumers real-time with unmatchable scale.

Produced by Peninsula Pictures, &TV’s Paramavatar Shri Krishna unfolds the stories of how the Gokul ke Nandlal came to be revered as Lord Shri Krishna. The show has been loved immensely by its viewers and airs every Monday to Friday at 8.30 pm on &TV.