Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

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Describe the target audience and why your work is relevant to them.

Devotees were the key audience. During the festival of Durga Puja, devotees enjoy warm bhog (sacred, blessed food) but often with unclean hands. Hygiene brand Lifebuoy created Germ Nashini, (Destroyer), designed in the form of the ‘goddess’ blessing gesture’ to protect people from illness causing germs.

Cultural/Context information for the jury

Every Indian festival sees a vast number of people in a perfect melting pot of devotion, celebration and food. Every October, the heart of every devotee thumps faster in the anticipation of homecoming of goddess Durga. Huge tents called pandals are set up where devotees come worship the deity and also enjoy the warm bhog (blessed food) served. Food is an important and indispensable part of the festive fervour but more often than not, this food is eaten with unwashed hands due to lack of handwashing facilities like soap and water. For the people focused on festivities, there is an invisible danger of hidden germs that can cause illnesses lurking around. A simple act of cleaning hands before eating food can help protect devotees. The festival thus provided Lifebuoy, the world’s largest hygiene brand, a unique opportunity for a hygiene intervention that educates about the importance of handwashing before eating.

Translation. Provide a full English translation of any text.

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