Mumbai: Bangla ZEE5 has launched its integrated Durga Pujo campaign, ‘#AmarBhashaAmarGolpo’, aiming to make Pujo entertainment more inclusive, accessible, and deeply connected to Bengali audiences. Central to the campaign is a brand film that brings together diverse stories of the festival — from a young girl sketching the goddess’ eyes, to a female priest leading a ceremony, an electrician balancing work and fatherhood, and even a festive meet-cute.
The initiative is anchored by the PUJO59 festive offer, which allows subscribers to access the platform at ₹59 per month (down from ₹99), enabling families to enjoy their favourite Bengali content during the season.
From 22 September to 2 October, Bangla ZEE5 will stream popular shows such as Chirodini Tumi Je Amar, Jowar Bhata, SIT, and Kone Dekha Aalo for free, alongside 35–40 VOD specials. The platform is also live-streaming rituals from top Pujo pandals, bringing the celebrations into homes across India.
Rusa Banerjee, Business Head, Bangla ZEE5, said, “Durga Pujo is not just a festival; it is the heartbeat of Bengal, a celebration that brings people together across generations and communities. With ‘#AmarBhashaAmarGolpo,’ we wanted to capture this living heartbeat and carry it into every home. Our brand film and campaign echo the spirit of inclusion and togetherness, showing how Pujo is experienced in many different ways yet unites in one joyous spirit. From the PUJO59 festive offer and free TV shows to live pandal streams and community activations, every element has been designed to bring audiences closer to the essence of Pujo with Bangla ZEE5.”
Kartik Mahadev, Chief Marketing Officer, ZEE5 and Zee Entertainment Enterprises Limited, added, “In a vibrant market like Bengal, Durga Pujo is when the state celebrates its culture in its richest form – through stories, music, pandal hopping, and shared moments. With ‘#AmarBhashaAmarGolpo,’ we’ve created a campaign that feels like home. It speaks to the very core of Pujo; its emotion of togetherness, nostalgia, and newness all at once. This is our commitment to the market to stay rooted in its culture even as we reimagine stories for a digital-first generation.”
Bangla ZEE5 also premiered Mahalaya — Jago Maa Jago Durga on-demand, allowing viewers to relive the moment at their convenience, generating a significant rise in subscriptions.
Beyond digital engagement, the campaign extends to outdoor branding across the city with banners and cab wraps, promoting the big Pujo release Mrigaya – The Hunt, alongside shows like Ganoshotru, Abar Proloy, Bibhishon, and Bohurupi. Bangla ZEE5 is also partnering with 50 residential complexes to host on-site screenings and festive activities, bringing the PUJO59 offer directly to community gatherings and local Pujo celebrations.
