CASE Construction Equipment, a brand of CNH, has unveiled Project Milaap, a groundbreaking Corporate Social Responsibility (CSR) initiative focused on ensuring the safety of millions attending the Kumbh Mela 2025 in Prayagraj. The project was officially launched in the presence of key CSR committee members, including Emre Karazli, VP-Construction Segment, CNH APAC, Shalabh Chaturvedi, Managing Director, CASE India & SAARC, Satendra Tiwari, Executive Director – Operations, and Puneet Vidyarthi, Head of Brand Marketing, APAC.
‘You Will Never Get Lost’ Concept
The initiative introduces an innovative ‘You Will Never Get Lost’ system using QR-code-enabled hand bands distributed at registration centers and key transport hubs. These bands contain essential information, enabling quick identification and reunification of lost individuals with their families.
Pilgrims can pre-register online through a dedicated mobile app and website, reducing the risk of separation and ensuring a smooth experience at the world’s largest religious gathering.
Strategic Partnerships and Execution
CASE India has partnered with local authorities and NGOs to ensure the effective execution of the project. Dedicated registration counters will be set up at railway stations, bus stands, and mela entry points to facilitate seamless participation.
Kavita Sah, CSR Head, CNH, emphasized the project’s importance, stating, “Project Milaap is a testament to our unwavering commitment to social responsibility. Our goal is to provide families with peace of mind, allowing them to focus on their spiritual journey.”
Puneet Vidyarthi, Head of Brand Marketing, CASE APAC, added, “The Kumbh Mela represents faith, culture, and humanity. Through Project Milaap, we aim to amplify the joy of this sacred event by eliminating the fear of losing loved ones. This initiative reflects CASE’s commitment to using technology for social good.”
Kumbh Mela has a history of safety challenges, including missing individuals, particularly elderly citizens and children. With Project Milaap, CASE India aims to redefine safety standards at mass gatherings, ensuring a secure and seamless experience for millions.
The project will be supported by awareness campaigns through social media, digital murals, and informational handbills along mela routes. With an expected turnout of over 120–400 million pilgrims, this initiative stands as a significant milestone in crowd management and safety innovation.
By leveraging technology and collaboration, CASE India reaffirms its commitment to community welfare, making Kumbh Mela 2025 a safer and more organized spiritual experience for all.
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