CASE India Launches Project Milaap for Safety at Kumbh Mela 2025

Prayagraj, January 27, 2025: CASE Construction Equipment, a brand of CNH, has launched Project Milaap, a Corporate Social Responsibility (CSR) initiative aimed at ensuring the safety devotees attending the Kumbh Mela 2025 in Prayagraj. The initiative was officially flagged off in the presence of CSR committee Emre Karazli, VP-Construction Segment, CNH APAC, Shalabh Chaturvedi, Managing Director, CASE India & SAARC, Satendra Tiwari, Executive Director – Operations, Puneet Vidyarthi, Head of Brand Marketing, APAC along with representatives from the company.

With an expected footfall of over 120 million pilgrims, the project introduces an innovative ‘You Will Never Get Lost’ concept to help reunite lost individuals with their families. The initiative will feature the distribution of QR code-enabled hand bands to pilgrims at designated registration centers across the mela grounds and key transport hubs. These bands will contain essential information to facilitate the quick identification for reunification of lost individuals.

Kavita Sah, CSR Head, CNH, said, “Project Milaap is a demonstration to our continuous commitment to social responsibility and community well-being. Through this project, we aim to ensure a safe experience for millions of pilgrims attending the Kumbh Mela 2025. Our goal is to provide families with the reassurance that their loved ones are protected, enabling them to focus on their spiritual journey.”

Kumbh Mela, known as the world’s largest religious gathering, has witnessed several tragic incidents in the past, including stampedes and cases of missing individuals, particularly elderly citizens and children. Project Milaap seeks to address these challenges through a robust offline and online registration system, allowing devotees to pre-register from their homes through a dedicated mobile app and website.

Puneet Vidyarthi, Head of Brand Marketing, CASE APAC, said, “The Kumbh Mela represents a unique blend of culture, faith, and humanity. Through Project Milaap, we aim to amplify the joy of this spiritual gathering by eliminating the fear of losing loved ones. This initiative is a reflection of CASE’s commitment to leveraging technology and innovation for the greater good of society.”

CASE India has partnered with local authorities and NGOs to ensure smooth execution of the initiative, enhancing devotee safety and family peace of mind. Registration counters will be set up at key locations like railway stations, bus stands, and mela entry points, along with options to register via a mobile app or microsite. A network of lost and found centers with trained volunteers will assist separated individuals, supported by awareness campaigns through social media, handbills, and digital murals along mela routes.