Traditional And Social Media in Promoting River Management Awareness: A Case of Namami Gange During Maha Kumbh 2025 at Prayagraj

Abstract

River conservation is an urgent environmental and socio-cultural problem in India and for the Ganga River in particular. Although the Namami Gange mission has conducted several campaigns, traditional one-way communication has proved ineffective in encouraging the long-term participation and behaviour change of the public. Social media platforms have the interactive potential to create awareness about ecological issues and encourage participation, particularly in events such as Maha Kumbh Mela 2025 at Prayagraj with high visibility.