Kolkata: Mindshare, a media services agency under GroupM and WPP, has developed a campaign for Sunlight Detergent titled ‘Oithirjher Rong Natun Rakhe’ (Keeping the Colors of Tradition Alive). This initiative aims to reflect Sunlight’s commitment to West Bengal’s cultural heritage during Durga Pujo.
The campaign features a brand activation at Santosh Mitra Square, showcasing a 60-foot-tall Sphere—an installation designed to present visuals of Bengal’s iconic saree designs, including kantha, garad, and jamdani, using LED loop technology.
Launched on October 5th, the Sphere is powered by 100,000 LED pucks, serving as a visual representation of the region’s cultural legacy. The activation has been supported by ABP, utilizing various media channels for promotion, including print and digital platforms. Influencers have also engaged with the installation, generating content around the event.
Aditya Kasyap, Head, Fabric Cleaning, HUL – Sunlight Detergent, commented, “Sunlight has been part of West Bengal’s cultural landscape for over a century. This activation highlights our focus on color care for iconic fabrics while honoring regional traditions.”
Snehi Jha, Head – Mindshare Fulcrum, South Asia, stated, “Our goal is to create impactful experiences that enhance brand visibility. Durga Puja represents a significant cultural event in West Bengal, providing an opportunity for Sunlight to engage effectively with its audience.”
