Each year, thousands of artisans and craftsmen work on the hundreds of Durga Pujo pandals across the city of Kolkata. They work tirelessly for days, weeks and even months on end to make sure everything is perfect to welcome the Goddess. But the day the Goddess arrives, many head home to their villages and families, never getting to see their creations in all their splendour.
Reliance Digital’s campaign takes up this simple thought for its Pujo campaign. Three friends ask Kanai-da if he’d see the pandal he has been working on. He’d love to, says Kanai-da, but he must go back home for the Pujo, so he won’t. The three friends show him wishes can come true, with a smartphone that allows Kanai-da to see his creation in all its splendour.
The digital film conceptualised by L&K Saatchi & Saatchi themed ‘Ichchepuroner Sharodeeya’, captures the essence of Durga Pujo – a time of togetherness, resilience, and boundless joy.
Rohit Malkani, Jt. National Creative Director, L&K Saatchi & Saatchi, said, “It’s that time of year when marketeers and ad agencies scratch their heads to come up with a unique piece of communication for Durga Pujo. For Reliance Digital, it was a first time as well! And while the celebrations will continue, we took a slightly introspective angle to our film. Shot in multiple locations across Kolkata by Pritha Chakraborty (Director of Mukherjee Dar Bou), the film pays tribute to pandal makers. The unsung heroes who make every Pujo memorable but fail to get any recognition.”
Manoj Jain, Head Marketing, Reliance Digital, added, “With this brand film, Reliance Digital is shining a spotlight on the artists who fade away into oblivion, once their creation comes to life. Using technology as an enabler, we want them to experience the euphoria they bring into the auspicious occasion of Durga Pujo. We are also proud to introduce a first-of-its-kind ‘Best Pandal Curator’ category at the Times Sharad Shrestha Awards, which will honour the best artists in the field, giving them the much-needed recognition.”
Credits
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
Jt.NCD: Rohit Malkani
Chief Strategy Officer: Snehasis Bose
Executive Vice President: Debarjyo Nandi
Creative Team: Sreya Sengupta
Planning Team: Pallavi Nayak, Rachita Shah
Account Management: Noorbanu Qureshi, Ankit Gada, Sakhil Koshy
National Films Head – Jignesh (Jiggy) Maru
Executive Producer (Agency): Rahebar Sonawalla
Production House: Flying Leaves
Director (film): Pritha Chakraborty
Producer: Sayantan Sarkar
Feedback: [email protected]
