LIGHT THE DARK
Durga Puja is a major festival of Bengal, India, celebrating the homecoming of Goddess Durga who is known to be the embodiment of light. The festival signifies the victory of light over darkness. Brand Nordusk, a LED Light Company decided to literally depict this very essence by bringing light to the dark this year.
While we are busy with the revelries of Durga Puja and the fanfare associated with the festival, the makers of the idols of Goddess Durga struggle for months - in the dark - to bring us the light of happiness that only appears as clay and hay to the commoners.
Through a CSR activity, Nordusk installed functional LED lights in many such workshops where these idol-makers continued to carve the perfect shape of Maa Durga. Thus, Nordusk literally brought these gifted artisans out of a low productivity environment/darkness and empowered them with a better environment that is well-lit and bright, thus aiding them to minimise the health hazards otherwise associated with CFL bulbs and kerosene lamps that these artisans use in their workshops.
CONCEPT & SCRIPT: SUCHETANA GHOSH
CREATIVE DIRECTOR: ASHIS MRIDHA
ASSOCIATE CREATIVE DIRECTOR: MADHURA CHAKRAVARTY