MUMBAI: At this year’s Maha Kumbh in Prayagraj, where icy winds tested the resolve of millions, Havells and Tribes Communication unveiled a groundbreaking campaign ‘The Coolest Hot Ad’. Unlike conventional advertising, this initiative didn’t just capture attention; it provided tangible relief.

Strategically placed at key congregation points, the installation radiated heat, offering much-needed warmth to shivering devotees. The response was immediate people gathered, lingered, and spread the word, transforming the ad into an experiential attraction.

Powered by advanced thermal technology, the campaign showcased Havells’ energy-efficient heating solutions in action. Havells vice president Mukesh Jain highlighted the deeper impact, “True brand engagement goes beyond visibility. This initiative wasn’t just an ad it was an experience that brought real comfort to millions.”

The overwhelming response reinforced the power of innovation-driven advertising. Tribes Communication MD & chairman Gour Gupta described it as a fusion of tradition and technology, stating, “‘The Coolest Hot Ad’ reflects our approach to modern brand storytelling engaging, impactful, and unforgettable.”