DELHI (India CSR): CASE Construction Equipment, a brand of CNH Industrial, has unveiled Project Milaap, a transformative Corporate Social Responsibility (CSR) initiative designed to ensure the safety and well-being of millions of pilgrims attending the Kumbh Mela 2025 in Prayagraj. This groundbreaking project leverages technology to address one of the most significant concerns faced during large gatherings: the safety and reunification of lost individuals.
Innovative ‘You Will Never Get Lost’ Initiative
Attracting over 120 to 400 million pilgrims, the Kumbh Mela is the world’s largest religious gathering. With such massive footfalls, incidents of individuals—especially the elderly and children—getting separated from their families are common. To tackle this challenge, Project Milaap introduces a ‘You Will Never Get Lost’ system, featuring QR code-enabled wristbands.
These wristbands, distributed at registration centers across mela grounds, railway stations, and bus stands, store essential personal information. In case someone is separated, the wristbands enable quick identification and reunification, reducing stress for families and enhancing the spiritual experience for devotees.
A Holistic Safety Approach
Project Milaap doesn’t stop at wristbands. CASE India has implemented a robust registration system allowing pilgrims to pre-register via a mobile app or dedicated microsite. This offline and online integration ensures accessibility for all. Additionally, lost and found centers staffed by trained volunteers will provide real-time assistance, further supported by awareness campaigns through social media, handbills, and digital signage along key mela routes.
Voices of Leadership
Kavita Sah, CSR Head, CNH Industrial, highlighted the initiative’s purpose:
“Project Milaap is a reflection of our commitment to community well-being. By providing families with peace of mind, we aim to ensure that pilgrims can focus on their spiritual journey, free from worry.”
Puneet Vidyarthi, Head of Brand Marketing, CASE APAC, added:
“The Kumbh Mela represents a beautiful confluence of faith and humanity. Project Milaap is our way of amplifying the joy of this gathering by removing the fear of losing loved ones. We’re leveraging technology to serve a larger societal purpose.”
Partnerships for Seamless Execution
To bring Project Milaap to life, CASE India has collaborated with local authorities and NGOs. Together, they have established a network of registration counters, trained volunteers, and lost and found centers to provide comprehensive on-ground support.
CASE India’s Legacy of Responsibility
Since its establishment in India in 1989, CASE has been a market leader in construction equipment, with a state-of-the-art manufacturing facility in Pithampur, Madhya Pradesh. The company’s commitment to community welfare extends beyond its business operations, as reflected in initiatives like Project Milaap.
A Step Towards a Safer Kumbh Mela
Project Milaap embodies CASE India’s dedication to leveraging technology and innovation for social good. By prioritizing safety and community well-being, the initiative ensures that millions of pilgrims can embrace the spiritual significance of the Kumbh Mela without fear or worry.
This visionary CSR initiative sets a benchmark for how businesses can create meaningful impact, fostering trust and goodwill while addressing real-world challenges.
(India CSR)
