The unsung heroes of Magh Mela

Geometry Encompass, India’s largest experiential marketing agency and a part of WPP Group, has conceptualized a one of a kind on-ground activation for Omnigel - India’s no.1 pain recovery gel from the House of Cipla Health. Acknowledging the spirit of the helpers and workers at the Magh Mela event held every year, the campaign highlights their selfless service, while equipping them with a unique solution that facilitates them with Omnigel to recover from everyday pain. The annual event is held in the pristine city of Allahabad which hosts millions of devotees. The large gathering is managed by arduous efforts of policemen, boats-men, cleanliness crew and volunteers who come together to make the event a grand success. While the devotees perform their religious duties at their own convenience, it is the Sahayaks that exhibit selfless devotion by making it easier for others to find salvation. Through this activation, Geometry Encompass throws light upon these true ‘Ratna’s’, jewels, of Magh Mela, helpers and workers, hidden in plain sight by bringing out their story and recognising their efforts. Geometry Encompass envisaged ‘Rahat Ratna’ - an amulet holding the pain recovery gel that is being facilitated to the workers to wear around their neck. Giving them easy access to Omnigel at the very moment of pain. The activation also involves a support system facility called ‘Dard Mukti Kendra’, Pain Recovery Centres, to distribute ‘Rahat Ratna’ to ‘Sahayaks’. These centres also have a team of licensed physiotherapists that recommend Sahayaks stretching exercises for pain relief.