
As the world prepares for the Maha Kumbh Mela 2025, which is expected to be the largest public gathering in history, Bank of Baroda (BoB) has announced a range of initiatives to support the millions of visitors attending the event in Prayagraj. The bank is setting up AI-driven customer support and fully-equipped branches to ensure seamless banking services for pilgrims and tourists.
BoB, as the convenor of the State Level Bankers’ Committee (SLBC) in Uttar Pradesh, is using the Maha Kumbh Mela as an opportunity to promote digital payments and strengthen banking infrastructure in the region. The bank will establish two full-fledged branches in Prayagraj, complete with foreign exchange (forex) transaction facilities. In addition, BoB will deploy mobile and onsite ATMs, along with coin vending machines, to meet the diverse banking needs of visitors.
One of the highlights of BoB’s services is the introduction of a GenAI-powered Virtual Relationship Manager named Aditi. This AI-driven assistant will provide banking-related information and support to pilgrims, making it easier for them to access services during the Mela.
To further enhance the banking experience, BoB is promoting its new UPI payment app, BoB e-Pay, which offers a complete suite of digital payment features. The bank is incentivizing both customers and merchants to adopt these seamless payment solutions to ensure smooth transactions throughout the event.
VG Senthilkumar, Head of Marketing and Branding at Bank of Baroda, emphasized the importance of the Maha Kumbh Mela as a unique platform for brands, especially banks. “The Mela presents an excellent opportunity to provide easy access to banking and payment services to millions of devotees and tourists,” he said.
BoB has also deployed BC Sakhis (business correspondents) and other staff members to assist visitors with their banking needs. The bank has provided hundreds of merchant carts and reflector jackets for volunteers and merchants, ensuring smooth operations during the Mela.
Senthilkumar added, “The Maha Kumbh Mela 2025 is an ideal platform for Bank of Baroda to offer banking services to visitors while enhancing its brand visibility and customer engagement.”
Meanwhile, the Uttar Pradesh Police have put in place a multi-layered security system to ensure the safety of all attendees. The Maha Kumbh Mela, which occurs once every 12 years, is expected to draw over 45 crore devotees.
The main bathing rituals, or Shahi Snan, will take place on January 14 (Makar Sankranti), January 29 (Mauni Amavasya), and February 3 (Basant Panchami), with the Mela concluding on February 26. Devotees will gather at the Sangam, the confluence of the Ganga, Yamuna, and Saraswati (now extinct), to take a holy dip during these auspicious dates.