The largest mela in the country for centuries, the Kumbh Mela, was a bigger phenomenon this year than ever before. Excitđable television channels, smart tour operators, the thriving selfie culture, the non-stop celebrity endorsements, and big chunks of people with travel money for an event projected as a once-in-a-lifetime one, all joined in to make the holy dip in the Kumbh Mela aÜ« lifestyle issue and wrapped an easy piety around it.