KAAKKUM AMMAN

TitleKAAKKUM AMMAN
BrandDHEEPAM LAMP OIL
Product / ServiceLAMP OIL
CategoryF04. Social Behaviour
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA
Media Placement McCANN INDIA Mumbai, INDIA

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup Chief Creative Officer
Ashish Chakravarthy McCann Worldgroup Executive Creative Director
Sambit Mohanty McCann Worldgroup Executive Creative Director
Rathish Subramaniam McCann Worldgroup Creative Director
Karthik R McCann Worldgroup Associate Creative Director
Neha Sukumar McCann Worldgroup Copywriter
Regis Arockiaraj McCann Worldgroup Art Director
Praveen Pallatt McCann Worldgroup Art Director
Shiva S Tellywise Productions Director
Jai Sharma Independent Editor

Please tell us about the social behaviour that inspired the work

For centuries, people in the south Indian state of Tamil Nadu have worshipped Mariamman. She is a deity that has been believed to ward off contagious diseases. During her worship, devotees follow age-old rituals that prevent the spread of diseases. They would seal the village to outsiders, abstain from eating food cooked outside their home, they would regularly bathe in neem and turmeric which are natural antiseptics. Lighting a lamp is auspicious in India, which is why Dheepam lamp oil decided to bring in a cultural context to COVID. Which is why we brought Mariamman to life. She went from door to door, delivering a theatrical sermon to the residents, telling them about the importance of social distancing, wearing a mask and sanitising their hands. She also distributed masks and sanitisers to the people of the area. Her followers hung on her every word and began practicing COVID preventive measures.