New Delhi, Feb. 17 -- The social media opportunity of a lifetime-the Mahakumbh Mela in Prayagraj, which happens once in 144 years-has turned out to be a difficult one for the teeming army of 'influencers' to convey footage from, especially when it comes to commercial videos shot for brands.

Difficult on-ground conditions, betting on pure luck in capturing perfect frames, and handling demanding brands divorced from reality have resulted in back-breaking effort for not enough return.

Vivid images and posts from the world's largest spiritual gathering at the confluence of three rivers-Ganga, Yamuna and the mythical Saraswati-have taken social media by storm. Nearly 12 million posts from more than 50,000 creators were spotted by influencer ...