Bring­ing Clean­li­ness Closer to God­li­ness - Lit­er­ally!

Se­lect puja pan­dals across cities wit­nessed an eleventh hand keep­ing evil germs at bay this year. News Bureau

The Brand Reporter - - COVER STORY - feed­[email protected]

This year, apart from the 10 bless­ing-hands of god­dess Durga, se­lect puja pan­dals across cities wit­nessed an 11th hand keep­ing evil germs at bay. Crafted by Lowe Lin­tas, the Germ Nashini cam­paign, an out­door play by brand Lifebuoy, equipped pan­dals with an ex­tra bless­ing hand.

This hand was a dis­guised au­to­mated hand­sani­tiser dis­penser that blessed devo­tees and pan­dal-hop­pers with a spray of an­ti­sep­tic liq­uid on their palms, prep­ping them for the ‘bhog bitoron’ or dis­tri­bu­tion of the warm khichdi. The cam­paign was car­ried out in Kolkata, Mum­bai and Guwahati.

The ‘bhog’ or the khichdi is often con­sumed with bare hands in a bustling pan­dal en­vi­ron­ment where ba­sic hy­giene like wash­ing hands takes a back seat due to rea­sons rang­ing from ab­sence of wa­ter and soap to the hus­tle and bus­tle. Lifebuoy rode on the fact that the sim­ple act of clean­ing hands be­fore eat­ing can help pro­tect peo­ple from dis­ease-caus­ing germs.

Mak­ing this pos­si­ble in the most crowded cor­ners of a city in the ab­sence of ameni­ties is a mas­ter stroke. More­over, the name Germ Nashini also ben­e­fits from its pho­netic sim­i­lar­ity with ‘Bi­pod Nashini’ or ‘Dur­goti Nashini’, aliases of god­dess Durga.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.