Brand interest in spiritual events is surging, as Puri Rath Yatra starting June 27 is all set to draw 1.5 crore pilgrims. Ad spend may rise to ₹50–60 crore from ₹3–4 crore last year. Swiggy, cola brands, and 26 others have joined, offering prasad delivery, cooling zones, and bio-toilets. 19 influencers will promote the event across digital and social platforms.