MUMBAI, INDIA – In line with the Uttar Pradesh Government’s mission to reunite lost pilgrims with their families during the Maha Kumbh Mela, leading telecom operator Vi launched a special initiative, ‘Vi Number Rakshak’. Imagine being separated from your loved ones in the world’s largest spiritual gathering, without a phone or the ability to recall any family member’s number. The helplessness in such a situation would be overwhelming. Even if one managed to find a policeman or a stranger for help, reuniting with loved ones amidst the vast crowd and logistical challenges would be daunting.
With around crores of Indians lacking mobile phones and relying on family devices for connection, the challenge was significant, especially with 66 crore people attending Maha Kumbh Mela 2025. Recognizing the urgency, Vi’s ‘Number Rakshak’ initiative provided crucial support in helping lost pilgrims find their way back to their families. Vi provided pilgrims with complimentary bracelets made of sacred Rudraksh and Tulsi beads engraved with the personal emergency contact numbers of their family members or companions. The bracelets were available at the Vi Number Rakshak booth in the prominent area near Swami Ramanand Acharya Shibir Akhada and were given primarily to elderly, women and children. These Vi Number Rakshak bracelets became a dependable medium of reconnecting without having to worry about remembering a number or having a phone with them.
The initiative, built on the powerful message ‘Bhakti mein khoyein, Maha Kumbh mein nahin’ (Lose yourself in devotion, not in the Maha Kumbh) distributed to thousands of pilgrims helped many individuals reunite with their loved ones, showcasing the brand’s commitment to ensuring that devotion remained the only thing pilgrims lost themselves in.
Following the culmination of the Maha Kumbh Mela, Vi has released an emotional video that captures the monumental effort behind reuniting the families. The video portrays the pathos of getting separated from loved ones through heart wrenching visuals like a single chappal left behind, the anxious eyes of a lost child searching for his mother, an elderly woman sitting alone with tears rolling down her face. The video also highlights the heroic efforts of the police in bringing people back together and the overwhelming joy of reunion. It also beautifully captures how the Number Rakshak initiative was implemented on ground, how pilgrims were guided to the Vi Number Rakshak booths, checking the bracelets of a lost pilgrim to make a call, and finally the reunion.
Avneesh Khosla, Chief Marketing Officer, Vi, said, “Driven by our brand philosophy of “Be Someone’s We,” we introduced the “Vi Number Rakshak” initiative. This simple but impactful service reunited thousands of families and provided assistance during emergencies. It reinforced our conviction that connectivity transcends mere service; it fosters human connection, safety, and unity.”
“For a brand like Vi, meaningful innovation is at the core of the brand’s spirit. So when the brief for Mahakumbh 2025 came in, our team came up with this simple yet powerful analog solution for a cutting-edge tech brand. And we knew we had to pursue it”, mentioned Kainaz Karmakar & Harshad Rajadhyaksha – Chief Creative Officers at Ogilvy India.
The video serves as a poignant reminder of Vi’s innovative approach and its commitment to making a difference where it matters the most. The film is available to watch on Vi’s social media handles like YouTube & Instagram.
