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ITC Mangaldeep pays tribute to Shiva

By M4G Bureau - February 28, 2020

A 10 feet high shivaling was created using vibrantly coloured fabric flowers of lotus and dhatura with branding

This Mahashivaratri, The Blank Canvas put up a giant ‘shivaling’ at Varanasi’s Assi Ghat for ITC Mangaldeep Temple Series Incense Sticks to pay tribute to Lord Shiva. A symbol of the creative as well as destructive power of Lord Shiva, the 10 feet high shivaling was created using vibrantly coloured fabric flowers of lotus and dhatura, considered to be Lord Shiva’s favourite.
Mangaldeep joined hands with the Shri Kashi Vishwanath Temple Trust of Varanasi to create this divine offering for all Lord Shiva devotees. The agarbattis made by rural women of Uttar Pradesh with flowers offered by devotees reverently to Lord Vishwanath, helped devotees have a special connect with their favourite deity.
This installation was strategically mounted on one of the most frequented Assi Ghat, famous for Subah-e-Banaras. Devotees offered prayers by lighting the ‘Mangaldeep Temple- Baba Vishwanath’ agarbatti, a special pack of a unique dual-coloured product with the fragrances of lotus and dhatura.
The Blank Canvas team managed the end-to-end execution of the complete outdoor campaign for ITC Mangaldeep on Mahashivaratri.  The installation became one of the most talked about spots among thousands of devotees, who flocked to the setup to click photographs and offer prayers. ITC distributed free products to devotees to celebrate one of the biggest and most famous festivals in Varanasi.
Nitin Rastogi, President, The Blank Canvas commented “We wanted to create something simple & impactful to offer our tribute to the ITC’s innovative idea to create incense sticks from the flowers offered in Kashi Viswanath Temple. These flowers are usually thrown away as waste. This initiative provides jobs to rural women, empowering them. We thought this idea is noble and to pay tribute to the same, we created Lord Shiva’s Shivling using flowers.”


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