Sir H.N. Reliance Foundation Hospital marked Dhanteras this year with a campaign that aims to shift public focus from material wealth to health and well-being.
The initiative encouraged reflection on the traditional meaning of Dhanteras, drawing attention to the symbolism of Lord Dhanvantari, associated with health and healing. The hospital positioned good health as a core aspect of prosperity, seeking to prompt a broader conversation about the festival’s evolving significance.
The campaign began with a Voxpop teaser in which people across Mumbai were asked what Dhanteras meant to them. The responses highlighted changing perceptions of the festival and set the stage for the rest of the initiative.
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A digital film powered by generative AI was also released, presenting a reimagined narrative of Dhanteras. It aimed to connect traditional beliefs with contemporary issues, delivering the message: 'Iss Dhanteras, Celebrate Your True Wealth - Your Health.'
According to a press release by the hospital, the campaign is part of its ongoing efforts to promote preventive and holistic healthcare. It uses both traditional themes and modern technology to emphasise the importance of health in everyday life.
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