The fascinating traditions and rituals of a diverse multi-ethnic and multi-religious society nourished, unified and sustained by water, are explored through the unique and thought provoking 2011 calendar of Sri Lanka’s top apparel exporter Brandix, the company said this week.
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| The Brandix Calendars |
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“The final offering in a three-part series, the new Brandix calendar themed ‘Water in Life’ delivers a powerful and timely message on the importance of water, in yet another articulation of the Group’s community outreach focus of ‘Care for Water.’ Drawing inspiration from the rich traditions of the past that are associated with this precious natural resource, it reminds us how each individual of every ethnicity and religion is responsible for its conservation,” it said.
The calendar journeys into the world of the supernatural by enlightening readers on the beliefs linked to the spiritual power of water among followers of the four main religions in the country.
It shows how the spiritual cleansing power of water is symbolised by the Buddhist ritual of watering the Bodhi tree, the Hindu ‘abhisheka’ rite of washing statues of deities in temples, the Christian ‘baptism’ ceremony at which water is poured on the head of the new-born baby and the Islamic custom of washing the head, feet, hands and arms before reading the holy Quran, the statement said.
The predecessors to Brandix’s 2011 calendar were themed ‘Water in Reflection’ (2009) and ‘Water in Vessels’ (2010). The unique series highlights an often forgotten aspect of water -- its transcendental significance to diverse cultures and religions.
These calendars are part of the Group’s long term initiative to promote the conservation of water through advocacy and community outreach projects. The trilogy of Brandix’s water themed calendars was conceptualised and produced in collaboration with the Group’s creative partner Q&E Advertising, Colombo. |
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