Bringing Relief to Devotion: Our Production for Omnigel at Puri Rath Yatra
Blog Overview
Is Bhakti Ko Dard Ki Nazar Na Lage
This year at the sacred Puri Rath Yatra, we had the privilege of producing one of the most heartwarming brand activations for Omnigel — a brand that stands for care, relief, and comfort.
The idea was simple yet deeply meaningful: “Is Bhakti Ko Dard Ki Nazar Na Lage.”
A thought that beautifully connects Omnigel’s purpose with the spirit of the Yatra — because when faith takes miles-long strides, it shouldn’t be held back by pain.
The Concept
Every year, thousands of devotees walk miles barefoot to catch a glimpse of the divine Rath. It’s a journey of faith, strength, and surrender — but also one that brings immense physical strain.
Omnigel wanted to turn this moment of exhaustion into a moment of seva (service). The idea was to create an on-ground experience that allowed the brand to care for the devotees who walk in devotion, by relieving them of their physical pain.
The Experience We Created
At the Lighthouse Beach in Puri, we set up a peaceful, welcoming Omnigel Relief Zone — a space designed for bhakts to pause, relax, and rejuvenate.
Over 30 trained masseurs offered free massages using Omnigel to help relieve soreness, muscle fatigue, and tiredness after long hours of walking. The stall was designed to reflect Omnigel’s brand essence — clean, comforting, and full of warmth — while staying aligned with the spiritual and cultural aesthetics of Rath Yatra.
Every element, from the branding to the experiential flow, was thoughtfully crafted to make the bhakts feel genuinely cared for.
Our Role in the Journey
From concept execution and stall design to on-ground production, coordination, and event management, our team handled the entire activation end-to-end.
We managed the logistics of setting up at one of the busiest festival venues in India, coordinated with local authorities, hired and trained professional masseurs, and ensured smooth operations throughout the day.
Our focus was to create an authentic, emotionally resonant experience — not just a branded presence, but a heartfelt act of care that would stay with the devotees long after they left.
The Impact
The Omnigel Relief Zone saw thousands of bhakts stop by for a few minutes of comfort.
For many, it wasn’t just a massage — it was a moment of gratitude and connection.
Social media buzzed with stories, photos, and reels capturing the smiles of devotees and the energy of service — turning a brand campaign into a movement of compassion.
In the End
Faith moves mountains — and sometimes, it walks barefoot to do it.
We’re proud to have partnered with Omnigel to bring seva to the sands of Puri, ensuring that “Is Bhakti Ko Dard Ki Nazar Na Lage.”
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