KOLKATA: Sharadiya is a state of mind; it is a celebration of love and merrymaking revolving around the homecoming of Durga, the daughter of Bengal. This year, however, Sharadiya looks and feels different. With the threat of a viral pandemic still looming large, people are unsure how to enjoy the myriad Pujo celebrations and go pandal hopping this year.
Asian Paints understands this, and they want all the celebrators to know that no matter where they go, Pujo and Asian Paints Sharad Shamman will follow. The newly launched Pujo campaign conveys the selfsame message.
Sujoy Roy, Executive Creative Director, Ogilvy Kolkata: “Every year, Asian Paints Sharad Shamman adds to the Pujo pallette in different ways. This year, we have tried to capture how colours can bring Pujo home, through the story of a little girl celebrating Pujo with her family. As a brand of colours, Asian Paints has brought Durga home in a way that is as unconventional as it is relatable.”
The film opens with a despondent little girl, ruing the fact that she won’t get to enjoy the customary pandal hopping and other Pujo delights. But her family members feel differently about it. They take it upon themselves to transform their home into a vibrant Pujo pandal, complete with carnival games, snacks and sparkling laughter. As for the homecoming of the Goddess, the little girl discovers Durga on her living room wall. Her mother paints the Goddess with Asian Paints wall colours, thereby bringing a new kind of celebration to light.
Amit Syngle, MD and CEO, Asian Paints Limited: “Asian Paints Sharad Shamman and Durga Pujo go hand in hand. It is a tradition etched in the heart of Kolkatta since 1985. Hence, we know the value of celebration that revolves around the homecoming of Goddess Durga, the daughter of Bengal. Therefore, this year when people thought Sharadiya will look and feel different, we launched a new film to reinstate the fact that with Asian Paints Sharad Shamman, Pujo is wherever you are. Just as elaborate decorations enhance the beauty of a pandal, Asian Paints adds life and color to homes and celebrations. The video also beautifully captures the family using different Asian Paints products in every part of their home during the festive makeover and pujo celebrations.”
Client: Asian Paints
Creative: Sujoy Roy, Arindam Lahiri, Prasenjit Bera
Branded Content Director: Krishnakant Mishra
Planning: Samhita Chaudhuri, Dhara Pujara
Account Management: Manish Tilwani, Amrita Basu, Sarvesh Belekar
Production Partners: Bring Back Good Films Director: Aakash Motiani