The Uttar Pradesh government has decided to display the recently-unveiled logo for Kumbh Mela at movie theatres soon, PTI reported on Wednesday.

“The idea behind the move is to make youngsters aware of the culture and tradition of Kumbh, and to publicise Kumbh 2019,” Principal Secretary (Toursim) Awanish Awasthi was quoted as saying. He added that the logo would be shown in the cinema halls right after the national anthem is played.

The logo shows a group of sadhus taking a holy dip in the backdrop of temples and a Swastika. The text on it says “Sarvasidhipradh Kumbh”, meaning Kumbh is the provider of all accomplishments.

Chief Minister Adityanath had unveiled it last month. Soon after, the state government had announced that the logo would be present on all official letters. The administration had also made it compulsory to carry the logo in all government publicity material, including hoardings and advertisements.

In December 2017, the United Nations Educational, Scientific and Cultural Organization recognised the Kumbh Mela as an “intangible heritage”, and said that the festival is the “largest peaceful congregation of pilgrims on earth”. Following this recognition, “we plan to promote it extensively as a tourism destination in the state”, Awasthi said.

The Kumbh Mela is scheduled to be held in January 2019 in Allahabad. It was last held in 2013, and was attended by 10 crore people. The government expects around 12 crore people next year.