Airtel splashed walls and ghats in Ujjain, India with 3G advertisements during the Simhastha Kumbh Mela religious gathering that was expected to attract 500 million pilgrims. The outdoor campaign spanned 50 km between Indore and Ujjain. Airtel's ads were based on Indian mythology and zodiac signs to grab attention. In addition to advertising, Airtel aided the government with crowd control equipment like barricades and signage with emergency contact numbers. The company also branded over 500 retail shops, police stations, government buildings, restaurants, and recharge outlets. A major corporate social responsibility aim of the campaign was to support the state government's call for a 'Clean Sim