Deconstruct aims to shift the focus to those who make the event possible, ensuring their well-being in the process.
Mumbai: In a heartfelt gesture of gratitude, Deconstruct, a science-backed skincare startup, has launched an initiative to support the police officers, boat riders, and crowd management volunteers tirelessly working to ensure the safety of millions attending the Maha Kumbh. The brand is distributing the Deconstruct Potli, essential protection kits containing sunscreen, juice/ORS, and glucose biscuits to these frontline workers, reinforcing the message: ‘Kumbh ko aap protect karo, aapko hum’.
Speaking on the initiative, Malini Adapureddy, Founder, Deconstruct, said, “At Deconstruct, we believe that skincare should be both purposeful and relevant. The Maha Kumbh is a massive event, and while devotees are often the focus, we wanted to highlight the unsung heroes working behind the scenes. This initiative not only reinforces the importance of sun protection in day to day usage, but also aligns with our larger mission that skincare is essential and for all. The Deconstruct Potli is a way to showcase our commitment while fostering awareness about everyday skincare essentials in real-life scenarios.”
The Maha Kumbh is one of the largest religious gatherings in the world, with millions of devotees congregating to take part in sacred rituals. Managing such an event is a herculean task, requiring relentless effort from law enforcement and support staff who spend long hours under the sun to maintain order and security. While most initiatives during the Kumbh focus on facilitating the experience for devotees, Deconstruct aims to shift the focus to those who make the event possible, ensuring their well-being in the process.
Speaking on the initiative, Ambika Singh, VP, Brand Marketing, Deconstruct, said, “With this initiative, we aim to protect those who protect us. The dedication and resilience of the police and volunteers at the Maha Kumbh often go unnoticed, and we wanted to do our part in ensuring their well-being. Beyond just skincare, this effort is rooted in care and gratitude. By providing essential sun protection, hydration, and nourishment, we hope to offer a small yet meaningful gesture of appreciation for their hard work, staying true to our philosophy of – Skincare is not a vanity, it is as essential as bushing teeth.”
Deconstruct’s initiative stems from a deep understanding of the challenges faced by frontline officers & volunteers at the Maha Kumbh. The brand’s carefully curated protection kits include:
● Sunscreen: Long hours outdoors make sun protection essential to prevent damage from prolonged UV exposure.
● Juice/ORS: Dehydration is a common concern, especially in the harsh sun and crowded environments. ORS and juice provide instant hydration and electrolyte balance.
● Glucose Biscuits: A quick energy boost to help officers and volunteers stay alert and active during their shifts.
Link to the campaign video:
As the Maha Kumbh continues to bring together millions in spiritual celebration, Deconstruct stands by the unsung heroes of the event, ensuring they are cared for while they ensure the safety of others.
