The recently concluded Puja festivities saw several brands vying for customer attention, and with Diwali round the corner, the pace hasn’t slowed down yet. Bringing cheer to Puja organisers this year was Berger Paints, which awarded the best Pujas not just in Kolkata, but half a dozen districts of upcountry West Bengal as well.
‘Rangoli Muffussiler Shrestho Puja’ instituted by Berger this year broke the mould to the extent that it was the first time something of this nature had been taken to markets outside Kolkata.
Covering half a dozen districts of upcountry West Bengal, there were cash prizes for three best Pujas districtwise. These were adjudged after pandal visits by a panel of judges comprising people of local eminence, which naturally created much excitement at the ground level.
The brand name ‘Rangoli’ not only has a natural fit with the spirit of the Pujas, but also as a mid-market interior wall coating, drawing a significant part of its franchise from the suburbs and up-country markets.
Explained Abhijit Roy, Senior General Manager-Marketing, Berger Paints, “People in the suburbs, too, want to invest in a good quality paint for their interiors. While Dulux from ICI has been dominating this segment here, we stepped up our marketing support for Rangoli recently, including the distribution network. So, in a sense this was the right time for this kind of promotional activity.”
“Also, this was a new experiment that we did, considering the fact that most companies were giving prizes to Pujas in Kolkata. We would like to bond more with the upcountry consumers,” Roy added.
It would not be out of place to mention that Asian Paints was the pioneer of corporate awards around the Durga Pujas in Kolkata. The Asian Paints ‘Sarod Samman’ Awards, introduced in the 1980s in keeping with their corporate ethos of ‘leadership through excellence’, remains the most coveted recognition for Puja organisers till date.
Of course, subsequently a plethora of such promotions have been initiated, particularly from the media brands, and even includes one from the cement paint brand for exteriors, Snowcem, with its ‘Puja Perfect’ awards.