Write a short summary of what happens in the ambient or digital execution or campaign.

Integrating the brand’s core message of good health, the largest oil lamp in the world at world’s largest human congregation was installed with the purpose of utilizing oil for a more meaningful cause like ‘lighting a holy lamp’ than using it for ‘frying snacks’. Standing at 476.5mm in height, and 2390.6mm in diameter the largest oil lamp was featured at the Kumbh Mela in Prayagraj, making it the first ever brand to achieve a Guinness World Record feat. The lamp stood as a SYMBOL OF GOOD HEALTH driving people to take the pledge of #saynotofriedsnacks. 10000 sq. feet of space was utilized in 3200 hectares of the land. Pledge was taken through a single swipe of mobile in specially designed digital kiosks along with the selfie with Indian Skipper Virat Kohli. Oil was added in diya on-ground with every pledge taken online or onsite, setting a harmonious momentum!

Cultural/Context information for the jury

Legend has it that in the mythological times, during a waging war between the demigods and demons for the possession of elixir of eternal life, a few drops of it had fallen on Earth becoming the home to Kumbh Melas. The Kumbh Mela is held four times over a period of 12 years, Maha Kumbh Mela in every 144 years, Purna Kumbh in 12 years and Ardh Kumbh in every 6 years. "An eternal life free of sins" is the promise that comes attached with the magnificent event of Kumbh Mela. ARDH KUMBH MELA is world’s largest human congregation, a holy gathering visited by 150 million pilgrims every year – where people go to cleanse their souls by bathing in the sacred River Triveni Sangam, the confluence of the Ganga, Yamuna and the mythical Saraswati River. New beginnings are signified with the burning of lamp oils.