Dalmia Cement ‘Links’ River Ganga to Homes for Chhath Pooja
As part of its unique initiative ‘Chaathwali Chhath Pooja’, Dalmia Cement, literally brought River Ganga to homes of Patna on the auspicious occasion of Chhath Pooja. Dalmia Cement has constructed water tanks across terraces of Patna’s apartments for women to perform Chhath Pooja conveniently. Water tankers ferried fresh water from River Ganga to fill these tanks, for keeping the pooja as authentic as possible.
Dalmia Cement selected homes for constructing these water tanks through a contest, the promos for which ran on Cable TV & FM Radio Channels. Residents were asked to send in their entries through WhatsApp. Dalmia Cement Team then recced the shortlisted homes before constructing tanks on their terraces, much to the delight of the residents of these apartments, large residential complexes and individual homes.
Indrajit Chatterji, Executive Director- Sales & Marketing (East), Dalmia Cement said ,“ Women have traditionally performed this pooja partly submerged in the River Ganga. Over the years, performing the pooja got tougher due to various factors. Hence, devotees with access to swimming pools started shifting their poojas to these water bodies. ‘Chaathwali Chhath Pooja’ is a humble attempt by us to make lives of those in the community better."
Dalmia Cement teamed up with SureWaves MediaTech, who conceptualised and brought this initiative to life. Mr. Parth K. Jha, Head- Content & Alliances, SureWaves said, “In an age where consumers are bombarded with advertisements and product promotion specially during festival times, we wanted to give Dalmia Cement a concept that had a direct connect with the product. We centred the campaign around the nostalgia of terraces. We are glad to have worked on this campaign which gives the devotees the ease of doing this sacrosanct pooja with same piousness and fervour as before.”
Chhath Pooja is spread across four days wherein the devout offer prayers at sunset and sunrise to Surya Bhagwaan (Sun God) while taking dips in water, preferably in the river Ganga. It’s observed with strict fasting by women in Bihar, Jharkhand, Eastern Uttar Pradesh and parts of Nepal.
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