Madison Turnt, the experiential marketing specialist unit of Madison World, has just completed ‘Har Pal Ujjawal’ campaign in Deo, Bihar, to celebrate Chhath Puja with the devotees, for its client Tata Salt.

The festive town, Deo, is thronged by more than 10 lakh devotees annually who observe a fast and camp at the kund overnight, eagerly waiting for the sunrise to make their offerings to the rising sun. It is ironic that at a festival which is dedicated to the God of Light one of the major issues faced is the lack of sufficient lighting. Identifying this need, Madison Turnt and Tata Salt ideated a clean and renewable source of light to offer the sun’s energy to the devotees. The brand placed solar panels along the banks of the kund to absorb the sun's energy during the day and use it for illuminating the kund at night. These solar panels will charge an artificial sun installation built by Tata Salt and placed at the very centre of the kund over the floating bed. The idea behind this solar powered sun is to provide the devotees with sun’s blessings and energy at nightfall, thereby illuminating their lives.

The solar panels will be a permanent fixture even post the campaign to ensure that the initiative not only provides a joyous experience to the devotees, but also provides the temple staff with light through a clean-energy source.

Speaking on the innovation, Sagar Boke, Head – Marketing, Consumer Products Business, Tata Chemicals stated, “Chhath Puja is a renowned thanksgiving festival devoted to the Sun God where thousands of devotees camp at riverbanks without basic necessities like light and electricity. We wanted to offer a tangible solution for this issue to make worship hassle-free. Through installing solar panels for the devotees, we not only sparked a smile amongst the worshipers but also addressed the long-term issue of insufficient light around the area. With this initiative, we hope to make our consumers’ har pal ujjawal.”

Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH, said, “What better way to celebrate devotees of the Sun than giving the power of the Sun even at night with a Solar Panel activated Sun installation at this year’s Chhath Puja. Madison Turnt conceived and executed this on behalf of Tata Salt for lakhs of devotees at Deo in Bihar”.

Sunny Vohra, Sr Vice President, Madison Turnt, said, “It would have been another dark and discomforting Chhath Puja at Deo in Bihar. However, Madison Turnt found a better way to celebrate devotees of the sun on behalf of Tata Salt. A solar panel activated sun installation illuminated the kund to facilitate a smooth and orderly functioning of rituals. Providing the power of the sun to devotees even at night, Madison Turnt conceived and executed this magical experience for lakhs of devotees.”  

Madison Trunt is a part of Madison Out-of-Home group and has already worked with a large number of prestigious clients likes Vivo, Nissan, Britannia, Michelin, Reebok, Roca, LinkedIn, Marico, LG, Philips, Kohler, JSW, Toyota, Raymond, Renault, Asian Paints, Dabur, CNBC, Godrej, Pidilite, Tata Motors and Croma.