DURGA PUJA IN COVID

TitleDURGA PUJA IN COVID
BrandLIFEBUOY
Product / ServiceHYGIENE SOAP + HAND SANITISER
CategoryF03. Single-market Campaign
EntrantMULLEN LINTAS Mumbai, INDIA
Idea Creation MULLEN LINTAS Mumbai, INDIA
Idea Creation 2 MULLENLOWE SINGAPORE, SINGAPORE

Credits

Name Company Position
Sagar Kapoor Lowe Lintas India Chief Creative Officer
Sarvesh Raikar Lowe Lintas India Regional Creative Officer
Joybrato Dutta Lowe Lintas India Unit Creative Director
Ashish Kadam Lowe Lintas India Associate Creative Director
Uday Jumle Lowe Lintas India Creative Partner
Vinay Vinayak MullenLowe Singapore Global Business Director
Sharmine Panthanky Lowe Lintas India Executive Vice President
Ankita Singh Lowe Lintas India Senior Brand Services Director
Kunal Joshi Lowe Lintas India Regional Director, Planning
Savita Iyer Lowe Lintas India Vice President, Planning

Write a short summary of what happens in the film

Durga Puja is an ancient festival, celebrated in the state of West Benga in India. In 2020 shadows of doubt were cast on every aspect of the festival. And the biggest question was - Will Durga Puja ever be NORMAL in the NEW NORMAL? Lifebuoy made a series of films that showed new ways to celebrate the festival. The first film was about the tradition of chanda (festive donation) amount which usually ends with Rs.1. But a lady giving 103 was a surprise. And also the perfect way to show 1 rupee Lifebuoy sanitizer sachets. Young love blossoms in Durga Puja pandals. So in our second film, we redefined the laws of attraction. We made germ protection and hygiene the new attraction. In the third film, we took the traditional bear hug of the festival called 'Kola Kuli' and changed it to Kona Kuni which literally means the elbow bump..

Please tell us how the work was designed / adapted for a single country / region / market

We zeroed in on 3 cultural nuances, intrinsic to West Bengal during Durga Puja: 1. When young people collect neighbourhood donations (chaanda) to create Puja pandals (temporary pavilions where people can seek the Goddess' blessings). 2. When couples meet and flirt at the evening festivities in pandals, 3.When old friends and loved ones meet and greet each other with the iconic bear hug (kola kuli) during the celebrations - Using these 3 significant Durga Puja behaviours we created 3 engaging films that showed people that they can celebrate Durga Puja wholeheartedly, but mindfully. We also created limited-edition packs for West Bengal, which had the goddess's traditional weaponry featured on them, and encouraged people to collect the whole set, and stand a chance to win a year's supply of Lifebuoy soap, to ensure the family stays protected from germs and infections until the next Durga Puja.

Links

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