MUMBAI:
Dussehra is traditionally celebrated by burning effigies of Ravana as a symbol of Lord Rama’s victory over the Evil King of Lanka. In a unique initiative this year, Nexus Malls is celebrating the age old festival of Dussehra with a Digital twist. The Digital Dussehra will also see hourly winners across each of the asset on September 29 and 30.
Digital Dussehra will be hosted at: Seawoods Grand Central Mall, Navi Mumbai, Ahmedabad One – Mall of Amritsar, Elante, Chandigarh, WestEnd Mall, Pune. During these two days, patrons will see a Digital Ravana within the mall and it will take a lot of social engagement from the patrons to burn him down. Patrons across 5 assets will need to use the hashtag #GoodOverEvil with a personalized message a certain number of times to burn the Digital Ravana.
Through the ‘Digital Dussehra’ initiative, Nexus Malls intends to inspire people to overcome the evil (habits / traits they wish to get rid of) within themselves. Nexus Malls, the Indian retail arm of the global investment firm Blackstone Group, is the first company to use technology and social media to celebrate Dussehra — the triumph of good over evil — without the polluting ritual of burning Ravana’s effigy.
