Durga Puja 2026: How brands tap into stories behind the celebrations

Durga Puja advertising in 2026 moved beyond the familiar imagery of dhaak, dhunuchi and pandal-hopping, with brands drawing on family relationships, community traditions, local craftsmanship and shared experiences.

Here are campaigns and brand initiatives that brought a different perspective to this year’s Durga Puja celebrations.

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Britannia Marie Gold

Britannia Marie Gold invited consumers across West Bengal to share their personal Durga Puja memories through its ‘My Pujo Moment of Gold’ campaign. The initiative celebrated the everyday experiences that made the festival special, from family rituals and conversations over cups of tea to spending time with loved ones. Consumers could participate by scanning the QR code on special-edition Britannia Marie Gold festive packs, uploading a photograph capturing their ‘Moment of Gold’ and sharing the story behind it in 50 words. Selected winners stood a chance to win a gold coin, subject to applicable terms and conditions.

Coca-Cola India

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Coca-Cola brought the Bengali tradition of adda into a bookable physical space through ‘Coke Laal Mejhe’. The name referred to the red floors on which generations of Bengali families had gathered for conversations, gossip and storytelling. Rather than limiting its festive presence to conventional branding, the beverage brand drew on a familiar cultural setting to encourage people to come together. Through an Instagram announcement, Coca-Cola called the space the original adda spot and invited people in Kolkata to book a slot, turning a shared cultural memory into an in-person brand experience.

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Asian Paints

Asian Paints brought back Gattu, the cartoon boy created by R K Laxman, in ‘Mon Jitey Nilo’. The character, familiar to generations of consumers, became the face of a story about the collective effort behind Durga Puja pandals. The film followed a para through its preparations, from planning and pandal-making to heated discussions and unsolicited advice. Its recurring question, “Ebaar jitbey?” (Will we win this time?), led to a larger thought: winning hearts can matter more than winning a competition. The title translates to “won the hearts”, reflecting the community spirit behind the celebrations.

Raaga Professional

Raaga Professional turned its attention to the artisans of Kolkata’s Kumartuli, the neighbourhood known for making Durga idols, in ‘Ma’er Shaaj, Ebar Raagar Shaaj’, featuring Sushmita Roy. The campaign looked beyond the finished idols to recognise the craftsmanship, patience and generational knowledge that went into creating them. It also introduced a festive fund to support around 100 members of the artisan community. Consumers in West Bengal could contribute through the brand’s salon services at participating neighbourhood salons, with a portion of the proceeds going towards providing new festive garments for the artisans.

GM Modular

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GM Modular’s ‘GM Sharod Anjoli’ followed a son who grew up watching his father dream of organising Durga Puja at home. Financial constraints and family responsibilities repeatedly put the idea out of reach. When the son received his first salary, he turned the long-standing wish into reality by organising the Puja himself. The campaign closed with the line “Because Parents Deserve Their Dreams Too”, using the festival as a backdrop for a story about family, sacrifice and the desire to fulfil a parent’s unspoken wish.

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Birla Opus Paints

Created with Leo India and produced by SVF Entertainment, Birla Opus Paints’ ‘Togetherness Is the True Colour of Pujo’ followed a young woman returning to India after a long absence. Initially reluctant to participate in the family’s festivities, she gradually found herself drawn into the celebrations through alpona-making, homemade naru and games with her cousins. By the end, her reluctance gave way to anticipation for the next visit. The campaign used familiar household rituals to explore how family connections and shared experiences could restore a sense of belonging during the festive season.

Safed Detergent

Safed Detergent placed an act of kindness at the centre of its Durga Puja film. Set in a clothing store, the story followed a mother shopping for her son who noticed a young boy serving tea. She decided to buy him a kurta so he, too, could celebrate the festival. The campaign connected the gesture to the line “Kuch Daag Hatate Hai, Kuch Bhed Mitate Hai”. By drawing a parallel between removing stains and breaking down social divides, the detergent brand gave its functional promise a broader message about inclusion and sharing the joy of Puja.

Kushals Fashion Jewellery

Kushals Fashion Jewellery brought festive styling into its Durga Puja communication through ‘Flaunt Your Festive’. The campaign presented a jewellery edit focused on antique festive looks, connecting the brand with the dressing and accessorising that accompanied the celebrations. As consumers prepared for pandal visits and family gatherings, jewellery became part of the broader festive wardrobe. The campaign placed the emphasis on styling and occasion-led fashion, adding a product-focused approach to a lineup that also included emotional storytelling, community initiatives and on-ground brand experiences.

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Pantaloons

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Pantaloons’ Durga Puja 2026 campaign centres on the idea that fashion begins with the eye. Built around the line ‘Fashion begins in your eyes’, the campaign celebrates personal style and the choices that shape festive dressing. Its Bengali tagline, ‘Tomar chokhei shajer shuru’, translates to the idea that getting dressed begins with what catches your eye. The brand has unveiled its Pujo collection, inviting consumers to discover festive favourites across its stores and online, with ethnic wear positioned at the heart of its seasonal offering.

JBL

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JBL joined the Durga Puja campaign lineup with a festive film shared on Instagram. As an audio brand, JBL entered a season shaped by music, cultural performances and the sounds of celebration, including the beats of the dhaak. The campaign draws on the rhythms of the dhaak and the strings of the dotara, placing music at the centre of the city’s festive identity.

Tata Tea Gold

Tata Tea Gold’s ‘Ekshathei Gold – Being Together is Gold’ placed shared time ahead of material gifts. Its film followed a mother and son at different stages of their lives, showing how a cup of tea created opportunities to pause and reconnect amid busy routines. The brand also introduced four festive packs featuring traditional Pujo elements.

Nikon India

Nikon India’s Durga Puja film, part of its ‘The Creator’s Cut’ campaign, captures the festival through a creator’s lens, focusing on its vibrant colours, intricate pandal artistry, cultural traditions and moments of devotion. Featuring the Nikon ZR, the brand’s video-first camera from the Z CINEMA line, the film explores how creators can reinterpret familiar cultural experiences through cinematic visual storytelling. The campaign highlights the camera’s internal 6K RAW recording, RED colour workflows and 32-bit float audio capabilities, positioning the product as a tool for creators looking to tell richer visual stories.