Digital Tourism Experience for Kumbh 2019

The Kumbh Mela, believed to be the largest gathering on Earth is held on a rotational basis in any of the four riverside cities of Haridwar, Prayagraj, Nasik and Ujjain. The Prayagraj Kumbh Mela, 2019 was to be held at Sangam- the confluence of the holy River Ganga, Yamuna and the mythical Saraswati in Uttar Pradesh from January to March, 2019.

In order to achieve the idea of ‘Divya Kumbh, Bhavya Kumbh’ and to promote the Kumbh through the digital platform, the Mela authority planned to develop a website and mobile application to deliver a seamless digital tourism experience to pilgrims and foreign visitors. The website and the application must also allow the visitors to avail services being rendered in the Kumbh Mela, through various entities under the supervision of Authority.

The primary challenge for the project was to create a smooth and seamless digital experience for the pilgrims and the tourists and at the same time put forth an immersive, engaging, and aesthetically pleasing design. Additionally, the visual impact of the Kumbh 2019 website and application has to be consistent with the brand identity.

We developed a multi-lingual website and mobile application supporting content in Hindi and English languages. The site was built using a custom Content Management System (CMS).

Other functionality for the website included users subscribing to mailers, promotions, and other updates. Social media channels for Kumbh 2019 were also integrated with the website to enable easier social sharing.

The website & app received a great response from visitors. Some of the key stats from the project during the event are listed below:

  1. Visits- 4,004,151
  2. Average visit duration – 1 minute 47 seconds
  3. Page Views – 7,309,669
  4. Unique page views – 5,802,530
  5. Downloads – 189,417