Amar Ujala's 'Sarathi' Chatbot Enhances Maha Kumbh Pilgrim Experience

Amar Ujala, one of India's leading media organizations, has unveiled ‘Sarathi’, an AI-powered chatbot designed to assist millions of pilgrims attending the Maha Kumbh Mela in Prayagraj.

About 'Sarathi'

Derived from the Sanskrit word meaning "charioteer," ‘Sarathi’ acts as a virtual guide for pilgrims, providing comprehensive information on the Maha Kumbh Mela. Its key offerings include:

• Real-Time Updates: Instant information on event schedules, rituals, and changes.
• Personalised Assistance: Tailored recommendations based on user preferences.
• Multilingual Support: Available in Hindi and English, ensuring inclusivity.
• Easy Accessibility: Pilgrims can access the chatbot through a simple link.

Jaideep Karnik, Head of Content and Amar Ujala Web, stated:
"We are thrilled to introduce 'Sarathi' as a valuable resource for pilgrims. Leveraging AI, we aim to enhance the pilgrimage experience and empower devotees to make the most of their visit."

Unmatched Features for Brand Engagement

In addition to assisting pilgrims, ‘Sarathi’ offers brands unique opportunities for engagement with the Hindi-speaking community:

• Targeted Reach: Precision targeting for specific audiences.
• Personalised Interactions: Engaging users with tailored messages and recommendations.
• Data-Driven Insights: Analytics on user behavior and preferences.
• Enhanced Customer Service: Integrated support for instant query resolution.
• Increased Brand Visibility: A platform to showcase products and services.
• Cost-Effective Marketing: A budget-friendly alternative to traditional channels.

Bhagat Singh Chauhan, Head of Engineering at Amar Ujala, emphasized:
"‘Sarathi’ has the potential to transform the pilgrimage journey. By integrating AI, we’re offering devotees a seamless and enriching experience while enabling brands to connect meaningfully with this highly engaged community."

Launch Impact

The chatbot not only promises to make the Maha Kumbh Mela experience more informed, seamless, and memorable for pilgrims but also positions itself as a game-changer for brands targeting India’s vast Hindi-speaking market.