Mumbai: Maha Kumbh Mela is a sensory spectacle that captivates all who attend, where the sights, sounds, and flavours combine to create lasting memories. One of the festival’s most vibrant and lesser-known experiences is the bustling street food scene, where every dish, from sizzling chaats to piping-hot jalebis, offers more than just a meal—it’s a shared indulgence, a pause in the journey, and a moment to savor the essence of the festival.
This year, Centerfruit has added a burst of excitement to the food experience with its initiative, ‘Kaisi Jeebh Laplapaye.’ The brand has taken over street food at the Maha Kumbh Mela by guiding visitors to the best food stalls with bold and striking banners placed across 200+ food stalls. These eye-catching signs helped food lovers discover the most popular street food vendors across the Mela, ensuring no delicious bite was missed.
To make the food journey even easier, visitors were encouraged to follow Centerfruit’s ‘Kaisi Jeebh Laplapaye’ billboards displayed around the city and in local cabs, leading them to some of the most buzzing food hotspots within the Mela grounds. Whether it was a street-side snack or a local delicacy, Centerfruit made sure foodies didn’t miss out on the best bites at the Maha Kumbh Mela.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, commented on the initiative: “Food is at the heart of the Kumbh experience, bringing people together to share and create lasting memories. With ‘Kaisi Jeebh Laplapaye,’ we are enhancing this experience by adding a fun and flavourful twist—guiding visitors to the best food spots while ensuring that every bite is followed by a burst of fruity delight from Centerfruit.”
As millions gathered at the Maha Kumbh Mela from January 13 to February 26, 2025, Centerfruit turned everyday food stops into moments of joy, adding a delicious twist to an already vibrant festival. Visitors were able to follow the signs and find a “Jeebh Laplapayee” moment at every food stall.
This initiative ties seamlessly into Centerfruit’s ongoing campaign, ‘Kaisi Jeebh Laplapayee,’ where the brand continues to enhance flavorful moments, ensuring Kumbh visitors discover and indulge in the best street food the Mela has to offer. Centerfruit’s integration into the Mela food scene is all about making every food stop a little more fun, a little more memorable, and a whole lot tastier.
