Every year during Durga Pujo, thousands of people take to the streets, hopping from one pandal (Venue) to the other, dancing, eating etc. Unfortunately due to the crowd, women often are victims to groping, inappropriate touching in the crowded pandals across the city.

The harassments often take a toll on the women, physically and psychologically.There were challenges that the Kolkata Police usually handled with appropriate measures like quick response vans, women constables and constant vigilance for the safety of women.

This Durga Pujo, Nihar Naturals partnered with the Pujo Pandal Committees to install surveillance cameras but disguised in the form of Durga Maa’s watchful Third Eye at strategic locations in and around the pandals.

The footage was shared live to the Pandal Security Officers and was also made visible to the public so that they are reminded that the Third eye is watching them.

The idea was to identify the crowded and dark spots across the city and pandals that make women feel unsafe.

We installed surveillance cameras painted and disguised as Maa Durga’s Third Eye in these areas that shared the live footage to the pandal security team.

Our cameras with Durga’s eyes were placed in different locations like street poles/lamps, walls in and around the pandals.

The live footage was also streamed on a big LED billboard in the pandals to remind the public that "there are eyes on the street" and women can move around the length and breadth of the Pandal knowing fully well that someone is watching over them.

With a confluence of faith and technology, the initiative helped Pandals committees and also reassured women so that they can have a carefree Pujo.

Nihar Naturals pledged to take additional responsibility to keep pandals safe for the women during Durga Pujo 2020 – through Maa Durga’s Third Eye and thus, partnered with key Pandals in South Kolkata to install additional surveillance.

We announced and amplified the campaign through Paid, Earned and Owned Media.

Influencer Activation: The brand associated with influencers like Saayoni Ghosh, Arunima Ghosh, Ena Saha on Instagram and Facebook to help push on the initiative.

Microsite: We partnered with a top media house - ABP, through which we built a microsite that educated the consumers about the initiative and encouraged participation.

Social media: We spoke with real life brave hearts and women security guards who have contributed to the safety of women and others, every year. Spreading and appreciating their courage on owned media platforms.

Film: We amplified the on-ground activation through a content film that was launched on Hotstar and YouTube.

We collaborated with a Bengali artist who interpreted Maa Durga in an illustration. This illustration was used on billboards, posters and gate branding elements around various pandals - which are setup to celebrate Durga Pujo in Kolkata, India.

The illustration shows Maa Durga’s face along with her third eye.

CCTV cameras were placed in Durga’s third eye on the posters and the access was given to Pandal Security Teams along with being broadcasted on screens on billboards put up around the city for the people to watch.

The campaign went live from 15th till 31st October, 2020. The cameras were live from 22nd till 26th October 2020, during the festival of Durga Pujo.

It was amplified on social media telling people about the third eye cameras.

During the 5 days, the cameras watched over 2.2 million women and gave access to several security teams of the live footage.

The brand saw a significant boost of net sentiment online during this period . Net sentiment of 72% vs FMCG best in class of 65%

The PR CPV overall exceeded the benchmark of 0.75 - 1.75. The CPV of this campaign stood at – INR 1.18

The 90 second brand film drew strong interest on Hotstar. The viewers spent a significant amount of time watching the content. Wherein, 81% of the viewers watched 100% of the film, surpassing the benchmark on the platform for such long-form content of 15%. The film overall received 4.5 million views.

The time spent on the campaign microsite was beating norms, proving that the content was engaging. The time spent on the microsite was 3 minutes 15 seconds versus the benchmark of 2 minutes 45 seconds.

The brand video performed better and the overall initiative received much appreciation and love.