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HomeThink TankCampaign DissectionMortein Unveils #MorteinKiRakshaJyoti Campaign Honoring Community Workers

Mortein Unveils #MorteinKiRakshaJyoti Campaign Honoring Community Workers

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Mortein, in a heartfelt tribute to the unsung heroes of our communities, has recently launched its #MorteinKiRakshaJyoti campaign. This initiative serves as a poignant reminder of the selfless dedication exhibited by community workers, whose tireless efforts often go unnoticed. Through this blog, we aim to explore the core message and essence of the campaign, shedding light on the impactful journey Mortein is embarking on to recognize and appreciate these indispensable contributors to our society.

Mortein campaign: Acknowledging the Unseen Guardians

Mortein’s campaign sheds light on the often-overlooked individuals who work tirelessly to ensure our safety – the community workers. From security guards to caretakers, these individuals are the unseen guardians of our neighborhoods, constantly looking out for our well-being.

The Core Message – ‘Unki raksha kare jo roz hamari raksha karein’

At the heart of the campaign is a powerful message: “Unki raksha kare jo roz hamari raksha karein,” which translates to “Protect those who protect us every day.” Mortein urges people to extend their gratitude and safeguard these community workers from mosquito-borne diseases.

Mortein: A Glimpse into the #MorteinKiRakshaJyoti Campaign Film

Conceptualized by Havas Worldwide India, the campaign film beautifully captures this message. One poignant scene portrays a mother and her children expressing compassion towards the security guard of their housing society. They offer him a Mortein liquid vaporizer, symbolizing a shield of protection against disease-carrying mosquitoes. The film skillfully emphasizes the importance of caring for those who dedicate their lives to ensuring our overall safety.

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Insights from Saurabh Jain

Saurabh Jain, regional marketing director, South Asia – Hygiene, Reckitt said, “For years, Mortein has been a trusted pest control solution across Indian homes and is committed to protect families against mosquito-borne diseases. With the release of our film, we want to draw attention to the health and safety of the community workers, the unsung heroes who work tirelessly to ensure our security. The film’s core message ‘Unki raksha kare jo roz hamari raksha karein’ urges people to protect the protectors with Mortein Liquid Vaporisers, safeguarding them from disease-carrying mosquitoes.”

Creative Inspiration by Havas Worldwide India

Anupama Ramaswamy, chief creative officer, Havas Worldwide India said, “Mortein’s mission against mosquito-borne diseases sparked our inspiration. Having grown up under the protection of diligent security guards, we now recognize the risks they face. Identifying an opportunity for meaningful change through compelling storytelling, our goal is singular: to enhance the lives of community workers under Mortein’s Raksha Jyoti initiative. We envision extending this effort to contribute to a Malaria and Dengue-free India.”

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Mortein’s #MorteinKiRakshaJyoti campaign is more than a marketing initiative; it’s a sincere acknowledgment of the dedication and sacrifice of community workers. As we join hands in expressing gratitude and protecting those who protect us, let’s contribute to a safer and healthier society. It’s a powerful reminder that a small act of kindness can go a long way in making a significant impact on the lives of those who silently work for our well-being.

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