Mumbai: In alignment with the Uttar Pradesh Government’s mission to reunite lost pilgrims at the Maha Kumbh Mela 2025, leading telecom operator Vi (Vodafone Idea) introduced a unique initiative, ‘Vi Number Rakshak’.
With over 66 crore devotees attending the world’s largest spiritual gathering, getting separated from loved ones—especially without a phone or the ability to recall contact details—posed a major challenge. Vi’s ‘Number Rakshak’ tackled this by offering specially designed Rudraksh and Tulsi bead bracelets engraved with emergency contact numbers, ensuring pilgrims could reconnect with their families quickly.
The bracelets were distributed at the Vi Number Rakshak booth, strategically placed near Swami Ramanand Acharya Shibir Akhada, and were prioritized for the elderly, women, and children—the most vulnerable groups at the event.
Built on the powerful message “Bhakti me khoyein, Maha Kumbh mein nahin” (Lose yourself in devotion, not in the Maha Kumbh), the initiative helped thousands of individuals reunite with their families, reinforcing Vi’s commitment to human connection, safety, and unity.
To capture the emotional impact of this initiative, Vi released a heartfelt video showcasing the real-life reunions made possible by ‘Number Rakshak’. The video highlights:
The pain of separation through poignant visuals, such as a child’s lost slipper and an elderly woman’s tearful wait.
The dedication of police officials in locating lost individuals.
The moment of joy as families finally embrace their loved ones.
Avneesh Khosla, Chief Marketing Officer, Vi, emphasized the brand’s vision behind the initiative, “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.”
Kainaz Karmakar & Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, added, “For a brand like Vi, meaningful innovation is at the core of its spirit. So when the brief for Maha Kumbh 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.”
Vi’s heart-touching video documenting the initiative is available on its YouTube & Instagram platforms.
