It’s that time of the year again, when festivities, celebrations and joyful togetherness fill the air and banking on this mood, brands have started engaging with the consumers on the occasion of the on-going Navratri or Durga Puja. Last year, the 88-foot idol of Goddess Durga in Kolkata, touted as the ‘largest in the world’ had to be closed down even before the puja started because of a stampede. It was sponsored by the company Star Cement, who reportedly spent millions across mediums to promote the idol. This time, for the same pandal, Himani Best Choice from the house of Emami Agrotech is sponsoring to create the ‘Hajaar Haath Maa Durga’ or Devi Durga with thousand hands. It is interesting to see how in spite of the huge controversy last time, a new sponsor associated with the puja is already promoting it in a big fashion.
Companies across categories like Coca Cola, Century Ply, SBI Life, Dhara, Emami Agrotech, Polycab and others have launched interesting campaigns and initiatives to engage in a fun way with the devotees. Other than launching TVCs centred on the theme, most of these brands are engaging on the digital platform, outdoor and are quite active on the on-ground medium as well. We take a look at some campaigns this year.
Getting festive with Coca Cola
Building on the brand’s global philosophy ‘Taste the Feeling’, Coca Cola has launched a new campaign which carries forward the tradition of making every moment special with Coca-Cola. Featuring actress Deepika Padukone and Renuka Sahane, the ad captures the fun and the bubbly spirit of the brand. In-addition to mass media advertising, the integrated communication program is being extensively leveraged through social media, radio and POSM. The brand will also soon be rolling out the special Coca-Cola Festival gift packs.
Click here to view the ad
According to reports, in keeping with the festive season, Coca-Cola will organize activations across various cities to ensure maximum consumer engagement and gradually become their ally in making their everyday moments happy and special. For e.g. in Kolkata, on the occasion of Durga Puja, the brand will organize adda sessions for consumers along with artists at over festive cuisine at selected restaurants and malls. In Mysore, on the occasion of Dusshera, Coca-Cola will be organizing Coke Studio as a part of the Yuva Samana activity.
Applauding the ‘real stars’ of the season
Imagine going out pandal hopping and all the streets are littered because the sweepers are on leave or no street food to gorge on when the hunger pang strikes because all the vendors are enjoying with their family or no ambulance or nurse at a hospital to help you out in case of an emergency. Century Ply on the occasion of Durga Puja intends to celebrate these heroes who relentlessly do their thankless jobs without expecting anything in return while we have a great time during the festival.
The campaign will invite people to share pictures of those lesser known people who work day in and day out while we are out on the streets enjoying the festival of Durga Puja. The brand will identify the fraternity getting the maximum pictures from the people and will felicitate them. The program is being promoted through print, digital, electronic and outdoor media.
Century Ply Heroes was an initiative started in year 2014 to recognise and salute the carpenter’s indomitable spirit, the skill and the commitment to the art and to life at large. This year, the brand decided to extend the campaign to people beyond the carpenter community to the heroes we encounter every day and without whom the festivities lose it colour.
‘Planobonto’ with SBI Life
On this festive occasion, SBI Life encourages the idea of planning and celebrating as an important aspect of life, through its ‘Planobonto Campaign’. The brand has chalked out an integrated plan for carrying out various branding activities across Kolkata during the Durga Puja festival. The overall objective of the campaign is to create buzz around the word ‘Planobonto’, which means celebrate life with planning. The term ‘Planobonto’ has been derived from the Bengali word ‘Pranobonto’ this means celebrating life to its fullest. The new campaign tries to emphasise on the importance of planning, security and protection.
Celebrating Hajaar Haath Maa Durga with Himani
Himani Best Choice from the house of Emami Agrotech has launched a massive puja campaign across Kolkata promoting this year’s divine spectacle of Devi Durga idol with thousand hands at Deshapriya Park Durgotsav in South Kolkata. The campaign will leverage mediums across television, print and radio. Massive outdoor campaigns will also be undertaken through billboards, hoardings and mobile vans, bus branding, etc. throughout the state. The campaign will also run at metro stations in Kolkata.
Tyohaaron ki Dhara
Capturing the essence of all the festivals in India, which unites the nation, edible oil Dhara has released a new campaign which has been conceptualised by DDB Mudra. The essence of the ‘Tyohaaron ki Dhara’ campaign is that food is the common binding factor. The digital campaign is intended to roll out on all the leading digital and social media platforms namely YouTube, Hotstar, Facebook & Instagram and the brand also plans to take it on cinema as well.
Come Home to Pujo with Legrand
Legrand Group, the French multinational in the business of electrical and digital infrastructure solution provider has come up with a unique campaign (#ComeHomeToPujo) around the festive fever of Durga Pujo. The brand noticed that Bengali’s residing away from their home town miss the Pujo ambience in case they are not able to make it to their home town. To give those who cannot be with their friends and family physically this pujo, it decided to give a real time feel and vibe of the pujas.
It has created a micro-site www.ComeHomeToPujo.com which aims to aggregate photos / videos from various social media and live stream them through their micro site and social media profiles. The company has also organised for on ground activity in the form of a flash mob which will integrate aspects of pujo along with #ComeHomeToPujo through their 5-6 min performance at the pandal, amidst thousands of visitors.