“Eto boro! Shotti?” (So Big! Really?) is a prominent teaser campaign in the market with a cement brand’s innovative Pujo claim hitting the market almost three months ahead of the festivities.
The Pujo Committees (Naktala Udayan Sangha, Agradoot Uday Sangha, Santosh Mitra Square) were quick to ambush the campaign and out-shout it through Kolkata.
In this melee, Bengal’s news channel ABP Ananda has caught on to the Pujo pulse of one-upmanship and spirited rivalry by launching the ‘Pujor Tokkor’ campaign.
While the full plan covers 71 on-ground touch points (56 Pujo tie-ups, 15 societies), the marketing campaign is already on air, on Friends FM, across their web and digital pages and in The Telegraph.
This is the first time the channel has launched three films at one go for Pujo. The films have been shot in Kolkata by the director of this year’s acclaimed Bangla hit Open Tee Bioscope and award winning musician, Anindya Chattopadhyay. The stories bring to life the true mood, colour and competitiveness, and strive for excellence that embodies the Bengali’s relationship with Durga Puja.
Watch the films: