How brands celebrated Durga Puja
From TATA TEA to Max Fashion, we take a look at campaigns that beautifully captured the essence of Durga Puja.
Published - 19-October-2018
Durga Puja is one of the most auspicious festivals celebrated in India. It reveres the goddess Durga and is extremely popular among the Bengali community throughout the world.
The occasion also presents a huge opportunity for brands to reach out to them as they connect with their audience and strengthen their bonds. From TATA TEA to Max Fashion, we chalk out campaigns that beautifully captured the essence of Durga Puja. Here are few brand campaigns that managed to grab our attention.
TATA TEA launched their latest film titled "Celebrate the Goddesses of our Homes" for their digital campaign 'Jaago Re' version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of TATA TEA which is on the theme of pre-activism ‘Alarm Bajne Se Pehle Jaago Re’.
The new digital film draws a parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign.
The campaign compares these women to the Goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the Goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought-provoking.
The campaign has been conceptualised by JWT Bangalore. The ad revolves around the feeling of “Pujo toh eshei gyalo!” (Pujo is almost here!). While Durga Puja is just four days, the excitement of ‘Pujo’s almost here’ begins a couple of months prior. The festival is all about shopping for new clothes, food, family and pandal hopping.
Witnessing the city and its people gearing up for the festival is as exciting as the festival itself! In fact, most people begin their shopping very early as there is so much to buy for themselves, family and friends. And once you’re done with shopping, the agonizing wait begins which is even more beautiful.
Myntra announced the launch of a 360-degree marketing campaign to attract shoppers in West Bengal ahead of the most awaited festival in the region, Durga Puja. One of the highlights of the campaign is a 35-second television commercial in Bengali with renowned theatre and film actor Sabyasachi Chakraborty and his family coming together for the first time to play the lead roles in the film. The commercial has been produced in a typical family setting with Sabyasachi Chakraborty, Mithu Chakraborty, Gourab Chakraborty, Arjun Chakraborty and Ridhima Ghosh playing their respective real-life roles. The spot shows viewers witnessing an executive delivering packages to a house, much to the astonishment of its residents, who in a lighter vein, joke about Santa Claus arriving at their doorstep for Durga Puja.
The film then captures the sentiment of the family members through their expressions as they unwrap their gifts. Ridhima in the meantime is witnessing the emotions of her family, for it is she who ordered the gifts to surprise them. Her voiceover also narrates the storyline of the ad and poses a question: “Who delivers all these moments of joy, the one who delivers or the one who placed the order?” By now it is evident that the gifts were ordered on Myntra, which was the ultimate source of their joy.
The brand conducted a much successful and popular activity, Nerolac Shera Para Shera Pujo across Kolkata and other cities of West Bengal. Kansai Nerolac had unveiled a large Durga Maa mural in Kolkata on 8th October 2018 for commemorating this year’s pujo festivities! The event was graced by Bengali actor Rituparna Sengupta, Ram Mehrotra, VP, Sales & Marketing, India & Nepal at Kansai Nerolac and Tapas De, General Manager at Hotel The Peerless Inn.
The magnificent portraiture, conceptualized by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore, currently adorns the walls at Peerless Inn, Taltala. Depicting the homecoming of Maa Durga, the elements used in the visual identity illustrate the grand celebrations that happen during puja, when men and women rhythmically dance to the beats of the dhak along with traditional dhanuchi dance competitions. The mural also demonstrates the lions- vahan (vehicle) of Maa Durga. Flaunting the traditional Bengali flavour, the art is a splendid amalgamation of the pujo festivities and the power that Maa Durga epitomizes.
The brand celebrated the power of Goddess Durga in every woman with a first-of-its-kind, Nihar Naturals Akai Aiksho Pujo Pandal. These unique pandals did not have an actual idol of Goddess Durga. A 3D installation of only the Dashabhuja (ten hands of Durga) was placed, for women to come on the stage and embrace the avatar while they narrate their stories of independence and strength. So far, the campaign has reached over 20 lakh consumers across Facebook and Instagram with hundreds of women participating in the festivities at the pandal, by clicking their pictures in front of the Dashabhooja backdrop.