Vi is enhancing its customer experience by live-streaming the MahaKumbh Mela, one of the largest spiritual gatherings in the world, through a partnership with Shemaroo. The event, which spans from 13th January to 26th February 2025 in Prayagraj, Uttar Pradesh, is expected to attract over 40 crore pilgrims. Vi users can watch live coverage of key events such as the Shahi Snans, Akhara processions, and the Ganga Aarti on the Vi Movies & TV App and Vi App.
The live streaming will cover significant dates including Makar Sankranti (14th January), Mauni Amavasya (29th January), and Maha Shivratri (26th February), with exclusive content such as cultural performances, spiritual interviews, and behind-the-scenes stories. This initiative highlights Vi’s focus on making major events accessible, especially with the growing demand for spiritual content in Tier 2 and Tier 3 cities, where OTT viewership has surged by 60%.
In Guwahati, Vi’s initiative is expected to cater to the city’s increasing appetite for digital content, particularly among tech-savvy users interested in spiritual and cultural experiences. The company’s improved 4G network, which includes 46,000 new sites and enhanced capacity, ensures a seamless viewing experience, meeting the rising demand for high-quality streaming services across the region.
