Vritti Mindwave Media to deploy 20 LED vans at Pandharpur Yatra

Vritti Mindwave Media, a leading rural marketing and digital OOH agency, is set to transform brand outreach during the Pandharpur Wari 2025 by deploying 20 tech-enabled LED vans between June 19 and July 6. These mobile platforms will offer live online darshan of Lord Vitthal interspersed with branded content, allowing advertisers across FMCG, BFSI, health, and tech sectors to connect meaningfully with over 10 million devotees undertaking the sacred foot pilgrimage to Pandharpur. 

Often likened to the Kumbh Mela in scale and sentiment, the Pandharpur Yatra (or Wari) is a 700-year-old annual pilgrimage where devotees, known as Warkaris, travel on foot from across Maharashtra to reach the Vitthal temple in Pandharpur. The traditional Palkhi processions from Alandi and Dehu to Pandharpur create a moving audience of exceptional scale and demographic diversity. 

Vritti plans to include cutting-edge formats like anamorphic and 3D billboards, along with specialised solutions for banking and financial services brands to promote digital payment systems and financial inclusion initiatives. 

There are also opportunities for Corporate social responsibility integrations, such as sponsored hydration stations or medical camps, financial education kiosks, hygiene kits, free health check-ups or recharge zones providing opportunities to build genuine goodwill. 

“This year, we are replicating the success of our Maha Kumbh Mela campaigns by bringing in LED-equipped mobile vans, digital anamorphic content, and interactive activation zones to the Wari route. The advantage with LED advertising is it moves strategically along with the crowd. The aim is to create impactful brand touchpoints that combine spirituality, utility, and technology,” said Rajesh Radhakrishnan, Co-Founder & Chief Marketing Officer, Vritti Mindwave Media. 

Measurable Impact for Brands The mobile LED vans will deliver 8 to 10 hours of daily visibility along the pilgrimage route. “The vans will stream live darshan of the Pandharpur deity, enabling pilgrims to view the idol without waiting in long queues, especially useful for the elderly and women. The initiative enables brands to align themselves with the spiritual journey of devotees, creating emotional connections that transcend conventional advertising. Advanced digital tracking capabilities will provide clear metrics on campaign performance and audience engagement,” said Rajesh.