New Delhi: In a heartwarming tribute to the spirit of Ganesh Chaturthi, Organic Tattva, a leading organic food brand, has unveiled its latest campaign, #PureFestivals. The campaign, which centers on the theme of purity in faith, festivities, and food, was launched alongside a powerful short film that emphasizes the pivotal role of women in traditional Indian festivals.
The film, which is at the core of the campaign, opens with evocative visuals of women engaging in traditional household roles, meticulously preparing bhog (offerings) for Lord Ganesha and decorating their homes in preparation for the festival. However, as the narrative progresses, these women transition from their domestic duties to more vibrant and dynamic roles. They are seen donning striking performance attire and joining the energetic Dhol Tasha Pathak ensemble on the streets, actively participating in the public celebrations of Ganesh Chaturthi.
This powerful contrast between domestic and public roles serves as a visual metaphor for the campaign’s message: women are not confined to traditional roles but are instead vital and active participants in all aspects of life, particularly in festival celebrations. By showcasing women in both traditional and modern roles, the film challenges long-standing gender stereotypes and underscores the importance of equal participation in cultural festivities.
“We are excited to present this film to celebrate Bappa’s arrival and bring purity to his bhog through our products. This also reflects the strength and versatility of women during Ganpati,” said Rohit Mehrotra, co-founder of Organic Tattva. “Organic Tattva is a preferred brand for those who wish to offer the best of health and taste to their loved ones. During Ganpati, our rice flour, jaggery, and chana dal are in high demand amongst all other products, and we are glad to be a part of the festivals in many homes across India. The core of Pure Festivals can only be achieved when faith, festivities, and food are put together. We are doing our bit by providing the purest food for your bhog; add your bit and make the faith and festivities pure too.”
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The #PureFestivals campaign not only highlights the role of women in festivals but also seeks to ignite meaningful conversations about breaking stereotypes and embracing tradition without compromising on equality. The film, conceptualized and produced by Maximus Collabs, aims to resonate with a broad audience by invoking a sense of belonging and responsibility towards maintaining the purity of India’s rich cultural heritage.
Manisha Singh, Director at Maximus Collabs, explained the deeper significance of the campaign, stating, “The thought of Pure Festivals resonates from the fact that India is a potpourri of culture and festivals throughout. Our aim was to create a campaign that not only emotionally invokes belonging but a sense of responsibility too. It should spark meaningful conversations about breaking stereotypes and embracing tradition without impacting equality. This Ganpati, let’s celebrate not just the festival but also the empowerment and participation of women in every facet of it. Let’s cheer for each effort that makes the festivals pure.”
As Ganesh Chaturthi approaches, Organic Tattva’s campaign serves as a timely reminder of the integral role women play in both preserving and evolving India’s cultural traditions. By focusing on the purity of food, faith, and festivities, the #PureFestivals campaign encapsulates the essence of Ganesh Chaturthi, while also promoting a message of inclusivity and equality.
