Durga Puja is celebrated across the nation with great zeal and optimism. This year it becomes more special with the UNESCO world heritage title, the first Asian festival to receive this prestigious recognition.
Navratri is one the most auspicious Hindu festival celebrating the nine forms of Goddess Durga. Each day is celebrated in honour of one of the nine forms. The festival celebrates the win of good over evil.
Brands have come up with ingenious campaigns to keep the festive spirits high and spread cheer among the consumers.
Brands featured are Licious, Fortune Foods, Smart Bazaar, Senco Gold and Diamonds, Tata Tea Gold.
Licious
Licious is back with the 2nd edition of their Durga Pujo campaign. Popular actor, Parambrata Chattopadhyay, who was the face of the campaign last year too, makes a comeback with his eloquent storytelling in a series of digital films.
The campaign brings this sentiment alive by tapping into the rather interesting insight of how the celebration of Pujo revolves around a plethora of choices around dressing up, going out and meeting people. However, when it comes to food the choice is simple- it must be the best, tastiest & the most unforgettable meal experience. And that’s where Licious steps in with its range of delicacies tailor made for the Bengali palette.
Fortune Foods
Fortune Foods released its next Durga Pujo campaign on 24th September‘22, as part of its yearly ‘Pet Pujo’ series that started in 2017. It celebrates the love for food and the essence of the festival through the lens of a person reuniting with their friends and family after two years of being stranded away from home.
Through this series, Fortune seeks to communicate with its audience on relatable grounds as they stir emotion by tastefully displaying the smallest nuances of how Bengalis celebrate Durga Pujo. It intends to not only empathise with Bengalis returning to their homeland but also capture the happiness of their loved ones upon their return.
SMART Bazaar
SMART Bazaar, one of the fastest growing Grocery retail chains in India, launches a new campaign, #TheSecondQuestion this Pujo, which weaves a message of inclusivity into the festive celebrations.
The film tells the story of an idol maker who is seeped into the trade for ages. It shows the dilemma that plagued him as he created idols year on year and finally addressed the problem personally. Change is inspired at an individual level, and a small step in the right direction can impact someone’s life. The film brings to life this message, telling us to open our hearts to this Pujo.
Senco Gold & Diamonds
Senco Gold & Diamonds, the jewellery retailer in Eastern India, launched a new Durga collection – a lightweight gold and diamond jewellery collection under its Everlite brand to celebrate the spirit of India’s biggest festival ‘Durga Puja’ and Navratri.
This Everlite Durga collection inspired from nature and elements surrounding this festival has on offer beautifully crafted rings, earrings, pendants and bracelets for the discerning choices of today’s independent woman. On this occasion, a music video with an extremely peppy number was also released in Bengali and Hindi languages.
Tata Tea Gold
Tata Tea Gold is celebrating the festival by launching a special series of 15 festive edition packs inspired by the state’s rich ‘Shilpokala’ crafted specially by the artisans of Bengal.
Through this unique initiative, Tata Tea Gold is not only celebrating the Durga Puja, but also promoting various vibrant art forms across the state of West Bengal. It is bringing to life the exquisite skills of artisans through their festive packs’ designs. Tata Tea Gold’s campaign attempts is to pay homage to cultural heritage and celebrate arts form which are the heart of West Bengal.
The Times of India
The Times of India under their campaign Phirey Esho Kolkata, has launched a special edition of “Maa Aashcen. Tumi Kothaye?” on Durga Puja. Conceptualised by Wunderman Thompson India, the campaign celebrates togetherness and connection between loved ones during the festival.
‘Maa Aaschen. Tumi Kothaye’ literally means Maa Durga is coming home, where are you? Each year, during this time of the year, loved ones travel back to Bengal to be together for the biggest celebration of the year – the homecoming of Goddess Durga. The beauty and the spirit of the festival is best enjoyed when it can be shared with families and friends. But there are many across the globe and in other Indian cities, who are unable to make it to their home this festive season. Though they will be celebrating the festival with passion in whichever part of the world they are, floods of memories will crowd their minds.
Zee Bangla
This year, Durga Puja festival gains an even bigger status as it has been granted the UNESCO heritage tag. With this achievement in mind, Zee Bangla has conceived its latest brand campaign – “Bangalider Antorikotai – Bangalider Heritage”. As a brand, Zee Bangla has always been a torchbearer of Bengali culture and tradition. They have been associated with Durga Pujo celebrations for many years and with the unique and prestigious UNESCO Heritage status this year, the brand has stepped in to celebrate the true reason behind the festival – the people and their warmth, which Bengalis carry as their badge of honour.
ZEE5
ZEE5, the home-grown video streaming platform and multilingual storyteller for millions of entertainment seekers, is all set to celebrate one of the biggest Hindu festivals in the country, Durga Pujo, with its viewers. This Durgotsav, the platform is bringing Maa Durga to millions of households across the globe, allowing viewers to experience all the pujo rituals remotely and witness the grandeur of over 40 renowned pandals virtually from the comfort of their homes. This endeavor will see ZEE5 livestream the pujo from the best and most popular pandals from Kolkata and other Indian cities.
It has also conceptualized a 360-degree campaign, #ZEE5SaradinerSangee, to not only celebrate the spirit of Durga Pujo with viewers across the globe, but also highlight the wide range of Bengali content on the platform. The campaign video showcases how ZEE5 is a true companion for audiences and has made the vast and quality content offerings accessible and available to all, anytime and anywhere.
NIC Honestly Natural Ice Cream
NIC Honestly Natural Ice Cream has captivated consumer hearts with their #UpvasFriendly ad film streaming on YouTube on the occasion of Navratri. Just days after its launch the ad has achieved 7 million views and over 1 crore impressions.
