As a part of its unique initiative ‘Chaathwali Chhath Pooja’, Dalmia Cement, 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 be filled in the tanks, thus keeping the pooja as authentic as possible.
Dalmia Cement selected homes for constructing these water tanks through a contest, the promos of which were 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.
Dalmia Cement team says, "Women have traditionally performed this pooja partly submerged in the River Ganga. Over the years, performing the pooja in the rivers gets troublesome due to various factors. Hence, the 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. 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.”
Water tanks were built and filled to keep the authenticity of Chhath Pooja.