Kolkata: Durga Pujo is a key festival celebrated in Kolkata. However, it is also rampant with eve-teasing. To stop eve-teasing and create a better society for women, three pandals in South Kolkata were chosen for the #ThirdEye campaign by Nihar Naturals’ in partnership with MOMS Outdoor Media Solutions, the outdoor unit of Madison World. Three key puja pandals in South Kolkata, namely, BadamtalaAshar Sangha/27 Pally, Deshapriya Park andEkdalia Evergreen/Singhi Park were selected for the #ThirdEye campaign based on the pandal popularity and footfall.
In these three pandals, LED screens along with cameras were disguised as Maa Durga’s #ThirdEye. Additionally, cameras with placards were placed at congregation points inside pandals to capture crowd movement and to watch over pandal hoppers. The feed from these cameras was displayed on the LED screens, which in turn were monitored by the pandal security to keep women devotees safe from eve-teasers. Along with the camera installation, branding of OH gate, tunnels, temporary banners, and big facades was also included as part of the Nihar Naturals’ campaign to make people aware of Durga Maa’s #ThirdEye. The high traffic main arterial route at the periphery of these pandals as well as adjacent pandals in South Kolkata was covered by temporary banners and pole kiosks. Area dominance was the strategy used at the Gariahat Crossing to Rashbehari Crossing area to ensure campaign visibility amongst the devotees. 20 back to back pole kiosks were deployed to create corridor branding for the campaign. Through these cameras, Maa Durga’s #ThirdEye watched over the crowded pandals and adjoining streets, enabling women to freely and confidently partake in the festivities, this Pujo.
Watch the campaign video:
Says Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions, “With the recent crimes against women that have shaken the country. We as a society must take a stand against it. Durga Pujo, which signifies the strength of our women, is the perfect fit for showcasing that no one gets away with immoral and indecent behavior against women. This thought combined with technological integration has bought out the message in a very compelling way along with being in-sync with the spirit of the Durga Pujo festival.”