MUMBAI: Paragon, a footwear manufacturer, has unveiled its latest campaign ‘Pujo Mane Chonmone Mon, Chola Mane-e Paragon’ to celebrate the spirit of Durga Pujo. The thematic campaign is an attempt to dial-up the emotion and anticipation that the occasion of Durga Pujo evokes in the hearts of Bengalis. Paragon urges the audience to step into a pair of Paragon and enjoy the celebration with comfort.
The integrated campaign combined traditional and new media, using a mix of print, outdoor, radio and digital platforms.
The campaign combined thematic Ads,curated Pujo wishes on each day of the celebration, celebrity endorsements, distribution of free Pujo passes through several mediums and promotion of its festive footwear collection; with a digital and traditional media strategy.
Paragon’s positioning, ‘Jed, Egiye Cholar’, looks to embody the spirit and drive of the people, especially during the celebration of Durga Pujo. This festive season the company added holds a special place in the hearts of Bengalis, where the passion for pursuing happiness is at its peak. Our creative partner, Turmeriq, brought this campaign to life, seamlessly blending the festive fervour with the essence of perseverance that defines Paragon.
Celebrities Sohini Sarkar, Mir Afsar Ali and Ambarish Bhattacharya, appeared in compelling videos, while print, outdoor and radio channels, along with social media influencers, ensured widespread reach. The entire campaign culminates by emphasizing the significance of having Paragon as a steadfast companion on their journey, visually highlighting the brand’s new festive Pujo Collection. Paragon is also engaging the audiences with a ‘Durga Pujo Quiz.’ on digital and radio channels by giving away 100 free Pujo passes to the winners for the 98 most famous pandals in Kolkata, empowering the people to celebrate wholeheartedly.
Sachin Joseph, executive VP marketing and IT Paragon Footwear, stated, “This festive campaign celebrates those who continue to move forward in their pursuit of happiness. At Paragon, we aim to be your reliable companion, providing comfort every step of the way. This season, we hope to add a touch of joy to your celebrations as you strive toward your dreams.”
Rahul Guha, CEO Turmeriq said, “Through this campaign, our attempt was to understand and resonate with the spirit of the audience when it comes to Durga Pujo, by building an emotional connection with the people of West Bengal and be part of their celebration.”
