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Tag: marketing at Kumbh

  • ICICI Lombard encourages women to #BajaoTaaliSehatWali at Kumbh Mela

    ICICI Lombard encourages women to #BajaoTaaliSehatWali at Kumbh Mela

    MUMBAI: To help the women in taking health matters in their own hands, quite literally, this Kumbh, ICICI Lombard launched a unique wellness-focused initiative #BajaoTaaliSehatWali.

    Targeted at women pilgrims participating in the ritual of bhajan-kirtan, ICICI Lombard came up with a unique idea of using the ‘clapping therapy’ as a medium of improving their overall health. To this extent, the insurer designed “Clapping Gloves”, an innovative product equipped with the protrusions on the inside that activated the acupressure points with every clap.

    As per the brand, the majority of these women attendees are either housewives or women involved in heavy manual labour for whom their own health is the last thing in the list of priorities. Many, due to sheer negligence of their health, suffer from rheumatic, coronary and several other diseases.

    Continuous clapping for 20 minutes, using these gloves equipped with protrusions, helps in improving overall blood circulation, digestion, eyesight, and other vital organ functions with the help of acupressure therapy. Additionally, the gloves also act as a good cover against the freezing weather at Kumbh.

    Speaking about this campaign, ICICI Lombard General Insurance executive director Sanjeev Mantri said, “Rural women in India are always occupied in tending to their kitchen, their children and their family thus seldom paying attention to their own health. Most of these women who visit holy places get an inadvertent break from these household chores. Under our overarching Wellness theme, we wanted to use this opportunity during the Kumbh Mela, to safeguard the health of millions of women. The idea was to convert a common act of clapping into a wellness deed. With the overwhelming response that we have received at Kumbh, we expanding this initiative to the rural areas of Gujarat and Rajasthan. What started off at Kumbh promises India’s women to get healthier with one clap at a time. We urge every woman to #BajaoTaaliSehatWali and live a happy and healthy life.”

    ICICI Lombard’s “Clapping Gloves” campaign is a part of the overall #DoTheDifficult initiative under the umbrella of the wellness program of the company, with the objective to promote, incentivize and reward the public at large by helping them adopt healthy behaviour.

  • CEAT makes Kumbh Mela a safer pilgrimage with innovative “Safety Banner”

    CEAT makes Kumbh Mela a safer pilgrimage with innovative “Safety Banner”

    MUMBAI: Identifying three of the biggest challenges at the ongoing Kumbh Mela as injuries, crowd control, and women safety, CEAT introduced a unique ‘Safety Banner’ at the site to overcome them. Now, CEAT has launched its digital campaign communicating the efficiency of the Safety Banner as a solution to these problems.

    The company shared in a press statement that the CEAT Safety Banner is an easy-to-use multipurpose safety device which seamlessly transforms into a stretcher to carry the injured, a barricade for crowd control and a changing room. By conceptualising CEAT Safety Banner, the company has taken its motto – making mobility safer and smarter every day – to a whole new level.

    On the release of the digital campaign, a spokesperson commented, “The CEAT Safety Banner allows the devotees to have a safe and hassle-free experience at the Kumbh Mela; which is one of the greatest gatherings in the world. Our idea was to develop a solution that connects with our audience and addresses some of the major safety concerns, that the authorities face in a mega event like this. Going forward we aim to create the right impact through initiatives like these and will continue our journey in making mobility safer and smarter for everyone.”

  • Lifebuoy acknowledged as ‘Swasthya Sehbhagi’ at Kumbh Mela 2019

    Lifebuoy acknowledged as ‘Swasthya Sehbhagi’ at Kumbh Mela 2019

    MUMBAI: Kumbh Mela authorities have recognised the efforts of Lifebuoy in encouraging people to adopt the healthy habit of hand-washing through a series of highly innovative initiatives and has acknowledged it as ‘Swasthya Sehbhagi’ in the ongoing edition of the fair,

    Appreciating Lifebuoy’s efforts at the Kumbh Mela, Kumbh Mela Prayagraj nodal officer sanitation VK Mishra said, “We appreciate the role played by Lifebuoy as ‘Swasthya Sehbhagi’ (hygiene partner) in this grand event to spread the message of hygiene and sanitation. We are hopeful that these initiatives will help drive a behavioral change among the masses.”

    Shedding light on the recognition and thought process behind the interventions, HUL skin cleansing general manager Harman Dhillon shared, “It is matter of great honour to be recognised by the Kumbh authority for our efforts as ‘Swasthya Sehbhagi’. Recognitions like these reaffirm our belief and serve as motivation to keep innovating with our approach to encourage more and more people to adopt hand washing before eating and after using the toilet as a habit.”

    Lifebuoy, which debuted Roti with a hand washing message at the last Kumbh, has now taken that thought a few steps further, with interventions around two key hand washing occasions – after toilet, and before consuming food.

    Lifebuoy has activated ‘Lifebuoy Stamp of Hygiene – After Toilet Protection’, ‘Vote for Good Health, Vote for Lifebuoy!’, and ‘Lifebuoy Swasthya Chetna Thali’ initiatives at Kumbh Mela 2019.

    Adding further on Lifebuoy’s mission on lifesaving, HUL general manager of skin cleansing Harman Dhillon said, “Lifebuoy is committed to finding ways to protect people from illnesses and improve health outcomes, one wash of hands at a time.”