This is how brands are welcoming Durga Puja this year
As Goddess Durga arrives with her children to the City of Joy, Tanishq, Spykar, CenturyPly and Jawed Habib are all welcoming them and consumers with innovative campaigns
Kolkata rolled out a 1 km. long Alpana (street floor art) for the arrival of Goddess Durga on Tuesday. With that massive welcome carpet, the city marked the first day of Navratri. Kolkata cannot be outdone in its Durga Puja fervour, but others can try to recreate that special spark which makes Durga Puja the cultural extravaganza that no Bengali ever wants to miss and every non-Bengali wants to experience at least once. Here are some brands that have incorporated the magic of the Bengali Durga Puja into their advertisements this season.
Tanishq’s latest film (conceptualised by Lowe Lintas) for their festive collection ‘Aagomoni’ captures the essence of Durga Puja. The ad is an ode to one of the most anticipated festivals of the year. Keeping in line with the various other ads for Onam, Karva Chauth and more, Tanishq celebrates the woman of the house who is busy preparing for the festival, never finding the time to think about herself and her desires for even a second.
For Durga Puja, Tanishq celebrates love through the story of a woman who is organizing Pujo for the very first time. While she is anxious about how she will handle all the responsibilities, her father is concerned about his daughter’s smile. Her mind is caught up with work but he reminds her of what’s more important. By handing her a stunning pair of Tanishq bangles, he brings a smile back to her face.
Jawed Habib took on a rather humorous perspective this Durga Puja depicting Goddess Durga and her children enjoying a day at the spa. ‘Gods too visit JH Salon’ was the tagline of the ad that invited Bengalis to join the Gods for a relaxing spa day.
The ad attracted some criticism for being offensive but soon people pointed out that such depictions are quite common and that West Bengal’s most popular children’s magazine, Anandamela, often depicts Goddess Durga and her children being on vacation, on a cruise, taking selfies, playing the guitar and much more.
CenturyPly is celebrating the unsung clay artisans of Kumortuli without whom Durga Puja would be impossible to celebrate. The CenturyPly Heroes campaign invites people to share pictures of the idols being made or of the finished idols during the Pujas, along with the name of the artisans making them. Three of the artisans getting most number of entries will be awarded and the top five photographers will also win prizes.
The CenturyPly Heroes campaign started in the year 2014 to recognize and salute the carpenter’s indomitable spirit, skill, and commitment towards the art and life at large. In 2016, CenturyPly extended the campaign to people beyond the carpenter community to the heroes we encounter every day and without whom the festivities lose their colour. They are the policemen, electricians, dhakis, ambulance drivers, sweepers, nurses, doctors on duty and any such people who are the epitome of the ‘Sab Sahe Mast Rahe’ spirit and attitude of CenturyPly.
Spykar’s Durga Puja brand campaign #FASTMEETSFESTIVE is targeting the millennials of the city. The film follows the path of four youngsters in various corners of Kolkata as they play their music, paint their canvas and capture poignant moments. Filled with colours, the film goes to the very core of the festive restlessness that they create by being entirely themselves. The edgy background score reflects the festival’s high-energy and non-stop celebration.
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