CASE Construction Equipment, a brand of CNH Industrial, has launched ‘Project Milaap’, a Corporate Social Responsibility (CSR) initiative. The project aims to address the challenges of reuniting lost individuals with their families during the Kumbh Mela 2025 in Prayagraj.
The initiative was officially inaugurated by the CSR committee in the presence of Emre Karazli, Vice President – Construction Segment, CNH APAC; Shalabh Chaturvedi, Managing Director, CASE India & SAARC; Satendra Tiwari, Executive Director – Operations; and Puneet Vidyarthi, Head of Brand Marketing, APAC, along with other company representatives.
QR Code-Enabled Safety for Millions
With over 120 to 400 million pilgrims expected to attend the grand event, Project Milaap introduces an innovative ‘You Will Never Get Lost’ concept. At the heart of this initiative is the distribution of QR code-enabled wristbands at designated registration centers spread across the Kumbh grounds and key transport hubs. These wristbands will contain essential identification details, enabling authorities to quickly reunite lost pilgrims with their families.
Recognizing the historical challenges faced during the Kumbh Mela, including stampedes and cases of missing persons, the project also incorporates a dual registration system—offline at the venue and online through a dedicated mobile app and microsite.
A Commitment to Social Responsibility
Speaking about the initiative, Kavita Sah, CSR Head, CNH, emphasized the project’s mission:
“Project Milaap is a demonstration of 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.”
To ensure smooth execution, CASE India has collaborated with local authorities and NGOs. Registration counters will be set up at railway stations, bus stands, and major entry points to the mela. Additionally, a robust network of lost-and-found centers staffed by trained volunteers will be operational.
Leveraging Technology and Community Partnerships
Highlighting the cultural significance of the Kumbh Mela, Puneet Vidyarthi, Head of Brand Marketing, CASE APAC, shared:
“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.”
Spreading Awareness
To further bolster safety efforts, Project Milaap includes a comprehensive awareness campaign. Digital murals, handbills, and targeted social media outreach will guide pilgrims on how to register and use the QR-enabled system.
By combining advanced technology, strategic partnerships, and a focus on community well-being, CASE Construction Equipment’s Project Milaap stands out as a transformative initiative, ensuring that the Kumbh Mela 2025 remains a safe and spiritually enriching experience for all.