MUMBAI: To help the women in taking health matters in their own hands, quite literally, this Kumbh, ICICI Lombard launched a unique wellness-focused initiative #BajaoTaaliSehatWali.

Targeted at women pilgrims participating in the ritual of bhajan-kirtan, ICICI Lombard came up with a unique idea of using the ‘clapping therapy’ as a medium of improving their overall health. To this extent, the insurer designed “Clapping Gloves”, an innovative product equipped with the protrusions on the inside that activated the acupressure points with every clap.

As per the brand, the majority of these women attendees are either housewives or women involved in heavy manual labour for whom their own health is the last thing in the list of priorities. Many, due to sheer negligence of their health, suffer from rheumatic, coronary and several other diseases.

Continuous clapping for 20 minutes, using these gloves equipped with protrusions, helps in improving overall blood circulation, digestion, eyesight, and other vital organ functions with the help of acupressure therapy. Additionally, the gloves also act as a good cover against the freezing weather at Kumbh.

Speaking about this campaign, ICICI Lombard General Insurance executive director Sanjeev Mantri said, “Rural women in India are always occupied in tending to their kitchen, their children and their family thus seldom paying attention to their own health. Most of these women who visit holy places get an inadvertent break from these household chores. Under our overarching Wellness theme, we wanted to use this opportunity during the Kumbh Mela, to safeguard the health of millions of women. The idea was to convert a common act of clapping into a wellness deed. With the overwhelming response that we have received at Kumbh, we expanding this initiative to the rural areas of Gujarat and Rajasthan. What started off at Kumbh promises India’s women to get healthier with one clap at a time. We urge every woman to #BajaoTaaliSehatWali and live a happy and healthy life.”

ICICI Lombard’s “Clapping Gloves” campaign is a part of the overall #DoTheDifficult initiative under the umbrella of the wellness program of the company, with the objective to promote, incentivize and reward the public at large by helping them adopt healthy behaviour.