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 about the cultural insight that inspired the work

The people of West Bengal hold Durga Puja, the festival of Goddess Durga as one of their most sacred festivals. The festival is celebrated with much pomp and spendour and is a powerful symbol. There are numerous pandals or pavilions that spring up across the state, everyone looks forward each year to visiting different pandals during the festival. During Covid, there was little chance that people would abstain from visiting their beloved Goddess Durga and celebrating the festival. This spirit of community and devotion inspired our message: celebrate, but with caution. A message that was critical to help prevent the spread of the virus during the festival. We used bespoke cultural nuances of Durga Puja to create three films: 1. Neighbourhood donations (chaanda) to create Puja pandals 2. Young love in the time of the festival 3.When old friends and loved ones meet and greet each other.