India – To help reunite families separated in the massive crowds of Maha Kumbh 2025, Asian Paints has launched a heartfelt initiative featuring two towering installations serving as lost-and-found landmarks.
Family separation is a common challenge at large gatherings like the Maha Kumbh. Authorities have introduced measures such as digital Khoya Paya centres and helpline services to address this. Supporting these efforts, Asian Paints collaborated with ashrams to install landmarks across key areas of the Mela for those seeking lost loved ones.
Called ‘Divine Intersections,’ the initiative includes two 30-foot structures resembling paint cans at Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. Featuring images of deities Shivji and Hanumanji, these landmarks are designed to be easily recognisable in the large crowds.
Additionally, the structures are fitted with LED screens that display real-time photos of missing individuals, helping transform moments of distress into hopeful reunions.
Asian Paints also collaborated with local authorities and volunteers to help reunite separated families. Missing persons’ details were collected and promptly uploaded, aiding the search efforts.
Commenting on the initiative, Amit Syngle, MD & CEO of Asian Paints, said, “The Maha Kumbh is not just a spiritual gathering; it is a powerful reminder of the bonds that unite us. At Asian Paints, our vision extends beyond products to making meaningful contributions to society. These installations symbolised hope, safety, and the belief that the togetherness of family is what truly matters. As a brand, our motto is to bring joy to people’s lives, and this initiative definitely brought a smile to faces when people reunited with their loved ones.”
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