As Durga Puja, one of the most eagerly awaited festivals of great religious piety is here, Nihar Naturals is marking this auspicious festival with the launch of its #ThirdEye initiative, aimed at helping pandals of Kolkata to stay safe for everyone, especially for women, who visit to seek blessings of Maa Durga.
Every year during Pujo, thousands of people take to the streets, hopping from one pandal to the other, eating their favourite food, dancing etc. Unfortunately, even in this festivity, women sometimes are also subjected to inappropriate behaviour in crowded areas
During a festival that epitomises the victory of good over evil and celebrates the wisdom, power, knowledge and strength of Maa Durga when she beat the devil of Asura, Nihar Naturals has worked towards helping in its own way to enable women have a care free pujo
For this initiative, which will cover a cluster of some of the major pandals in South Kolkata, Nihar Naturals has partnered with Durga Maa pandals for the installation of surveillance cameras, in the form of Durga Maa’s watchful third eye,. These cameras will be installed at strategic locations in and around the pandals, watching over women pandal visitors and will be live streamed to the Pandal Security officers
Evoking Maa’s mysterious ways of protecting her beloved people – often through her human instruments, this unique #ThirdEye initiative brings together a remarkable and significant confluence of faith and technology. What is unique is how these cameras are masked in the form of Maa Durga’s third eye to ensure that areas around Pandals are continuously monitored , so that there are always “Eyes on the street” and women can move around length and breadth of the Pandal knowing fully well that someone is watching over them.
The surveillance footage will also be shared live on big LED screens outside the pandals and sent to the pandal authorities to signify that Maa Durga is constantly watching over her devotees and women can have a care free pujo. Some of Kolkata’s largest and most popular pandals such as Badamtala Ashar Sangha, Deshopriyo Park, and Singhi Park – will be covered as part of the #ThirdEye initiative.
In addition to this, Nihar Naturals is also bringing alive stories some real life heroes in these pandals- the women security officers. The initiative salutes women like Bandana and Jaba Mondal, both security officers, who will be a part of the pandal security team and will ensure that all measures are in place especially for the safety of women visitors.
Commenting on the initiative, Koshy George, Chief Marketing Officer, Marico Limited said, “Nihar Naturals has always been emotionally connected with the society it serves, and through this #ThirdEye initiative, we have brought to life our focus on women safety in the city during this festive time. These surveillance cameras are a creative representation of Maa Durga’s third eye watching over everyone coming in to the pandals in Kolkata. In addition to installing surveillance cameras in popular pandals in Kolkata, we are also celebrating some real-life heroes who truly represent Maa Durga protecting her devotees. We want all women and others to celebrate Durga Puja without fear in all the #ThirdEye pandals and urge everyone to enjoy the wonderful festivities with safe social distancing.”
Durga Puja is the most festive time of year in Kolkata. But it is also the time when streets and pandals get crowded with everyone coming out to celebrate. However, given the current situation, the possibility of the streets being relatively empty is rather high. This is another reason for women to be more vigilant of their surroundings, and to remain protected by the #ThirdEye as they go and see ‘Her’ gloriously beautiful visage in a pandal. With their #ThirdEye initiative, Nihar Naturals hopes to ensure that the enjoyment of celebrating Durga Puja is not hampered in any way.
Link to watch the video – https://www.youtube.com/watch?v=3QTFkpXEHPA&feature=youtu.be
About Marico Limited
Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies, in the global beauty and wellness space. During 2019-20, Marico recorded a turnover of about INR 73.1 billion (USD 1.03 billion) through its products sold in India and chosen markets in Asia and Africa.
Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Saffola, Saffola FITTIFY Gourmet, Coco Soul, Parachute Advansed, Hair & Care, Nihar Naturals, Livon, Set Wet, Set Wet Studio X, Veggie Clean, Kaya Youth, Travel Protect, House Protect, Mediker, Revive and Beardo. The international consumer products portfolio contributes to about 23% of the Group’s revenue, with brands like Parachute, Saffola, Parachute Advansed, Mediker SafeLife, Just For Baby, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, Sedure, Thuan Phat and Isoplus.