Brands ride on cultural phenomenon with Durga Pujo content

Durga Puja, the grand and vibrant festival celebrated with immense fervour across India, especially West Bengal, has become more than just a religious event. It's a cultural phenomenon, a spectacle of art and creativity, and a testament to the spirit of unity and festivity. Marketers leave no stone unturned when it comes to riding on any cultural phenomenon to reach a vast and diverse audience.

The content created by brands around Durga Pujo goes beyond selling products; they encapsulate the spirit of the festival, connect with the people on an emotional level, and often tell stories that resonate with the audience.

Let’s take a look at some of the notable Durga Pujo and Dussehra campaigns by brands this year:

Finolex Pipes’ short film on girl child adoption

Crafted by Campen Factory and directed by Ripunjoy B'yum, the short film underscores the journey of girl-child adoption, paying homage to families that have embraced this transformative change. The film portrays the impact of love and acceptance, illustrating the potential to shape brighter futures for these young girls through the act of adoption.

Coca-Cola’s “Coke-er Shaathe Roj, Pujo’r Mahabhoj” ceelebrates th grandeur of Pujo

Coca-Cola launched the “Coke-er Shaathe Roj, Pujo’r Mahabhoj”. The campaign celebrates the grandeur of Pujo, with a special focus on the joy of shared meals and festivities over a delicious Coke. The campaign's name, “Coke-er Shaathe Roj, Pujo’r Mahabhoj”, translates to 'Pujo's grand food/festivities along with a Coke,’ encapsulating the essence of the campaign. The film is built on a diverse backdrop of five days of Durga Puja celebrations, where the cities gorge on lights, love, delicacies and unlock new friendships. The brand launched an animated film titled 'THALA HOPPING’. The story unfolds on the surface of a table where an illustrated character comes to life as a chilled Coke is placed along with the sumptuous delights. The film charts the character’s journey of pandal hopping across the length of the table, offering a glimpse into a montage of special moments that will be created during the festival. Created by Ogilvy, the campaign actively embraces and promotes art, music, and food, establishing a significant presence of Coke in cultural and culinary domains. Kolkata is already witnessing the colourful illustrations of Coke and food adorning its streets.

Pond’s video series shares stories of women artists who create Durga idols

A heartfelt series of films showcase the remarkable stories of 4 women artists who create Durga idols for Kolkata’s Pujo pandals; working tirelessly to bring out beauty and strength through the art of sculpture. Pond’s #DuggaDugga is a celebration of the women whose hands shape the likeness of Durga, in a manner that is familiar, yet so unique. Celebrating womanhood, each of the idol makers talks about their journeys of coming into the profession, how they found their calling in a world that doesn’t often see many women create Durga idols and how the festival has become a space for celebration, joy and a testament to art and beauty.

Reliance Digital salutes artisans and craftsmen who help bring alive Pujo

Celebrating the dedication and hard work of India’s artisans and craftsmen, L&K Saatchi & Saatchi’s digital film for Reliance Digital, ‘Ichchepuroner Sharodeeya’, captures the true essence of Durga Pujo- a time of togetherness, resilience, and boundless joy. The film explores the emotions that bind people to their traditions and the lengths to which they can go to keep these traditions alive. It reminds the viewers that the joy of celebration, just like Pujo, is for everyone.

Shaadi.org’s video celebrating the indomitable strength of women

Going beyond the festival’s religious significance, and embracing the symbolism of Goddess Durga, the film beautifully celebrates the indomitable strength, resilience and beauty of every woman. The content draws a meaningful connection between Goddess Durga and the experiences of women post-marriage. It underscores that women often have a lot to juggle while managing diverse responsibilities, experiencing both favourable and challenging days. Despite the variations in their circumstances, they consistently embody the enduring spirit of Durga. By highlighting these unique qualities like power and fearlessness, the brand urges society to respect the (women) goddesses in our homes and how they seamlessly transition between roles as wives, mothers, sisters, and employees.

Tanishq celebrates the strength and progressive thinking of Bengali women

Conceptualised by Lowe Lintas Bangalore for Tanishq, the film is set on the premise of the strength and perspective so powerful that every Bengali woman withholds. The film encompasses the aspect of how every empowered Bengali woman embodies the strength to stand by her convictions, empowers those around them, and is a source of inspiration for generations to come. Their perspective is a powerful force that shapes not only their own lives but also the society around them. In a land graced by the presence of Maa Durga, every Bengali woman possesses the courage to take a stand for herself. 'Shorboroope Debi, Shorboroope Shokti' encapsulates this essence, paying homage to the divinity and power within every Bengali woman.

Ambuja Neotia film celebrates the connection between art and nature

The film ‘Sristirupena’ takes us on a journey that celebrates the deep connection between art and nature, and how the natural world can be a wellspring of inspiration. The film explores the  journey of an artist who rediscovers his creative passion through the enchanting allure of nature. Directed by Samik Roy Choudhury and written by Debalok Roy, the film stars Tathagata Mukherjee & Amrita Chattopadhyay.

Asian Paints takes viewers to lesser-explored alleys

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 since 1985. 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 heartfelt 3-minute video. Created by Ogilvy, the video 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 content 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.