30-foot Neo Bharat Latex Paint can installations double up as symbols of hope to find loved ones in the world’s largest spiritual gathering
In the vibrant crowds of the Maha Kumbh, where about 400 million people come together in a grand spiritual celebration, the risk of being separated from loved ones is real as seen until now. To address this, Asian Paints stepped up with a heartfelt initiative – Divine Intersections, at Maha Kumbh 2025, to reunite families separated in the world’s largest spiritual gathering, reaffirming its commitment to care, togetherness and community welfare. At the core of Asian Paints is the cause of adding joy to peoples’ lives.
At the heart of this initiative are two monumental installations of Asian Paints’ Neo Bharat Latex Paint cans at the Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. Towering 30 feet tall, these Divine Intersections feature images of deities Shivji and Hanumanji, making them easily recognizable amidst the sea of devotees. These installations serve as more than just landmarks—they are symbols of hope. These structures are equipped with LED screens that display real-time photos of missing individuals, turning moments of despair into hopeful reunions.
One of the most pressing issues faced during such large gatherings is the separation of families, in the massive crowds. The government authorities have taken steps to mitigate the logistical challenges posed by a monumental congregation as the Maha Kumbh with interventions like digital Khoya Paya centres and helpline services. To nurture the authorities’ efforts and ensure people end up meeting their loved ones, Asian Paints undertook the initiative in collaboration with ashrams to install 30-foot-tall structures in the form of their iconic Neo Bharat buckets across key areas of the Mela that acted as beacons of hope when lost.
Asian Paints joined hands with local authorities and a team of volunteers who worked diligently to reunite families, ensuring safety and peace of mind for everyone. Individuals could share details of their missing loved ones, which were quickly uploaded, allowing the team to support in their search.
Commenting on the enterprising 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 symbolized hope, safety, and the belief that the togetherness of family is what truly matters. As a brand our motto is to bring joy to peoples’ lives & this initiative definitely brought a smile to faces when people re-united with their loved ones.”
This initiative highlights Asian Paints’ dedication to addressing unique challenges with innovative, people-focused solutions. By combining their iconic brand presence with a meaningful purpose, Asian Paints continues to uphold its promise of caring for the community.
