Elante gets eco-friendly with Digital Dussehra

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  • Elante will mark the ‘Victory of Good over Evil’ by engaging its visitors on Facebook to consign a ‘Digital Ravana’ to flames through stimulating messages symbolising the spirit of the festival
  • The two-day ‘Digital Dussehra’ celebrations at Elante on Sept 29, 30 offer hourly prizes waiting to be grabbed by participants with best messages

Saying no to pollution by adopting an eco-friendly way of celebrating Dussehra, Elante mall, the region’s favourite destination for shopping and merrymaking, will mark the “Victory of Good over Evil” with a digital twist this time by engaging its visitors on Facebook to consign a “Digital Ravana” to flames through stimulating messages symbolising the spirit of the age-old festival.

The two-day Digital Dussehra celebrations at Elante on September 29 and 30 promise to be an exciting affair with hourly prizes waiting to be grabbed by participants who come up with the best messages.

Burning down the “Digital Ravana” will take some doing as the Facebook users will have to persistently post messages with the hashtag #GoodOverEvil till the “Symbol of Evil” finally gives in and bursts into flames.

In the first initiative of its kind by malls in India, Nexus Malls, the Indian retail arm of the global investment firm Blackstone Group which owns Elante, has blended technology with the social media to celebrate a “Digital Dussehra” not just at Elante but at all its five malls across the country in Navi Mumbai, Ahmedabad, Amritsar, Pune and Chandigarh.

The traditional way of celebrating Dussehra by setting cracker-packed effigies of Ravana on fire comes with more than its due share of air and noise pollution, as witnessed in the city year after year.