Asian Paints Sharad Shamman honours pujo's unsung heroes in new video

Over the years, while styles, trends, and attitudes have changed in West Bengal, one thing has remained constant—the spirit of celebration. Through these decades, Asian Paints Sharad Shamman has been an integral part of Durga Pujo celebrations.

It has not only led the transformation of pandals from simple setups to vibrant centers of art, culture, and creativity but has also gone behind the scenes to recognise and celebrate the individuals who contribute to making Durga Puja memorable for all.

As a tribute to the dedicated people and pandals that have been part of Sharad Shamman for nearly four decades, Asian Paints has released a new content piece.

Beyond the extravagant pandals and the radiant lights, there exists an unseen army of individuals who labour tirelessly, often unnoticed but never unfelt. They are the unsung heroes of the festivities, the backbone of Pujo.

This year, Asian Paints Sharad Shamman pays homage to these unsung heroes who attend to every detail, from crafting pandal decorations to rearranging furniture, ensuring that every aspect of the festival is perfect, said the company statement.

The video content is a musical tribute to the resourceful neighbourhood individuals who breathe life into the Sharodiya by simply being a part of it.

Created by Ogilvy, the film takes viewers through the lesser-explored alleys of festive Kolkata. It sheds light on the labours of love that ultimately culminate in the grandeur and captivating experiences of Durga Pujo. Unlike the well-known pageantry of Pujo, the TVC focuses on the preparations that build up to it which is where the true essence of the festival resides – in the anticipation and fervour of Agomoni.

The video offers glimpses of small, heartfelt moments – neighbourhood uncles guiding pandal builders to their designated spots, young girls lending a hand with decorations, and a differently-abled woman using her feet to paint alpona on the ground. It also showcases a group of artistic boys and girls painting a mural of Durga on a wall. Each frame is filled with warmth and camaraderie, highlighting themes of inclusion and acceptance.

Amit Syngle, MD and CEO of Asian Paints, said, "Asian Paints Sharad Shamman stands tall almost four decades on due to efforts of countless artists, sculptors, devoted committee members and communities or paras at large who work diligently to make their ‘para-pujos’ special and grand. We at Asian Paints are happy to have infused thematic excellence into Kolkata Pujos and championed the cause over years. The love that we have got from the people of Kolkata is special as they fondly refer to Asian Paints Sharad Shamman as the ‘Oscars of Pujo’. Last year, this festival received global recognition when UNESCO honoured it as an Intangible Cultural Heritage of Humanity, a milestone made possible by these heroes and paras collectively, who have worked relentlessly over decades to make their Pujos . They truly embody the heart and soul of Pujo festivities. In our 39th year of Sharad Shamman, we celebrate and pay tribute to these exceptional individuals through our heart-warming film."

Sujoy Roy, Executive Creative Director, Ogilvy, said, “Durga Pujo is the only time of the year when the art of love and the love of art become one and the same. The days leading up to the big festival transform into a celebratory workshop of laughter, inclusivity and creativity. Boundaries dissolve and differences get resolved when Pujo comes knocking on the door. That’s what we have tried to show and celebrate through this film. It is a homage to the festivity of creativity.”

Asian Paints film: