Bringing Cleanliness Closer to Godliness - Literally!
Select puja pandals across cities witnessed an eleventh hand keeping evil germs at bay this year. News Bureau
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.