In the wake of the Navratri festivities, Edelweiss Tokio Life Insurance has released a digital film — in Hindi and Bengali — paying tribute to the power of Goddess Durga and her manifestations in women.
The film, although not outstandingly innovative in either concept or execution, seeks to present the common notions about the limitations, either self-imposed or imposed externally, that women endure as they go about their daily lives. The film uses the act of Goddess Durga vanquishing the demon Mahishasura as a metaphor for how women have the power within to take on and tame obstructionsin life.
Speaking about the film, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life, said, “With this film, we wanted to highlight the power hidden within our own selves that is waiting to be unleashed. We have always been inclined towards telling powerful stories about women. Goddess Durga and the story of demon Mahishasura’s defeat is the ultimate depiction of a woman’s strength. We truly believe that Goddess Durga succinctly represents today’s woman who is fearless, focussed, and equanimous.”
Referring to the idea of content curation, Gupta said, “We are greatly invested in creating good and engaging content around festivals. Owing to the deep connection we all have about our festivals, we have seen an improved interaction with our target audience. We will continue to generate such content in different languages too.”
Established in 2011, the Mumbai-headquartered Edelweiss Tokio Life Insurance Company Ltd, new-age life insurer, is a joint venture between Edelweiss, a leading financial service company established in India, and Tokio Marine, one of the fastest growing life insurance companies in Japan.