Ogilvy redefines Pujo communication with culture over clutter

Mumbai: Durga Puja, the largest cultural and religious festival in Eastern India, has long been about pandals, idols, dhaak, and community spirit. But in today’s evolving landscape, it is also about the stories brands tell and how seamlessly they integrate into the rituals, memories, and emotions of Bengal. For over a decade, Ogilvy East, the language arm of Ogilvy India for the region, has been redefining Pujo advertising — shifting it from noise to culture. This year’s campaigns carried that mission forward with striking creativity and cultural resonance.

The season began with Coca-Cola’s red-and-white PET bottle sari, inspired by the traditional Lal Paar. Woven from recycled Coke bottles and crafted by master weavers of Phulia, the sari merged the global icon of Coke with Bengal’s timeless festive symbol. Unveiled at the 75th Ballygunge Cultural Pujo, it quickly became a ritual companion — from Sindoor Khela to Instagram feeds — where sustainability met tradition.

Next came Eveready Ultima’s record-breaking toy truck, powered entirely by Ultima AA batteries and certified by the Asia and India Book of Records as the world’s largest toy truck. The truck carried the idol of Ma Durga to the Pujo of Vikramshila, an NGO for children, creating both awe and joy.

“At Eveready, we’ve always believed in using the powerful platform of Durga Pujo for good – whether it was highlighting environmental concerns with the Light Idol or championing women’s safety through Siren Speakers in the past two years. This year, in partnership with Ogilvy, we’re focusing on pure joy. With Ultima Bahon, Asia’s largest toy truck, powered by our Eveready Ultima AA batteries, we’re bringing smiles and a memorable experience directly to the underprivileged children at Vikramshila. It’s about more than just a campaign; it’s about making a real difference in their lives,” said Anirban Banerjee, CEO, Eveready Industries India Ltd.

Asian Paints Sharad Samman celebrated its 40th year with a creative ode to Kolkata’s iconic yellow taxis. Forty cabs were transformed into moving installations, each representing a decade of Pujo celebrations. Beloved mascot Gattu made a nostalgic comeback in a film titled Choltey Choltey Chollish, which showcased four decades of music, creativity, and Pujo spirit.

“Festivals are reflections of their times, showing how societies evolve and express themselves. With Choltey Choltey Chollish, we wanted to mirror Kolkata’s journey and the way creativity, community and imagination have shaped Pujo across generations. The reimagined 40 yellow taxis bring this transformation to life across 4 decades. For Asian Paints, completing 40 years with Sharad Shamman is a way of honouring that creative spirit,” said Amit Syngle, MD & CEO, Asian Paints.

Nestlé Nangrow delighted families with the Junior Dhunuchi — a child-safe, smoke-emitting toy that finally allowed children to participate in the iconic Dhunuchi Naach.

“East, and Kolkata has always been a bastion for our category, and we’re always looking to build culturally embedded narratives. The Dhunuchi activation was an endearing and out-of-the-box way of celebrating toddlerhood and parenting, elevated by the cultural significance of the Dhunuchi Naach,” said Mayank Raina, Marketing Head, Premium Infant and Toddler Nutrition, Nestlé.

Even Sunlight detergent entered the festive spotlight with a special photosensitive pack that revealed alpona motifs when exposed to sunlight, turning a household product into a Pujo artifact.

Roshni Mohan Parameswaran — **Roshni Mohan**

“Pujo is a dynamic canvas, and for us at Ogilvy Kolkata, it’s an annual invitation to innovate. We’ve consistently pushed to transform brand presence from mere visibility into purposeful engagement. Our work is driven by the conviction that when creativity serves culture, it doesn’t just capture attention; it enriches the experience,” said Roshni Mohan, EVP, Ogilvy Mumbai & Office Leader, Ogilvy Kolkata.

Looking back at past work such as Coke’s Happy to Queue or Eveready’s Light Idol, Ogilvy’s approach has remained consistent: not to interrupt Pujo, but to become part of it.

As Sujoy Roy, Chief Creative Officer, Ogilvy North, who also leads the East initiative, summed up, “Durga Puja is the crowning jewel of Bengal’s culture. Advertising has no business being a noisy gate-crasher. It has to earn its invitation. Ogilvy East, keeps trying to make brands not just visible, but a meaningful part of the smiles, the stories, and the rituals that define this festival.”