Durga Puja is an ancient festival, celebrated in the state of West Benga in India. In 2020 shadows of doubt were cast on every aspect of the festival. And the biggest question was - Will Durga Puja ever be NORMAL in the NEW NORMAL?

Lifebuoy made a series of films that showed new ways to celebrate the festival.

The first film was about the tradition of chanda (festive donation) amount which usually ends with Rs.1. But a lady giving 103 was a surprise. And also the perfect way to show 1 rupee Lifebuoy sanitizer sachets.

Young love blossoms in Durga Puja pandals. So in our second film, we redefined the laws of attraction. We made germ protection and hygiene the new attraction.

In the third film, we took the traditional bear hug of the festival called 'Kola Kuli' and changed it to Kona Kuni which literally means the elbow bump.