Through Durga Puja, brands seek a holy communion with customers

All brands realise the significance of constructing an emotional join with shoppers, however the savvy ones are taking a extra artistic route, weaving emotional parts into their communication in a method that goes past the standard.

Take Asian Paints and its three-decades outdated Sharad Shamman, which has been an intrinsic a part of Bengal’s grandest celebration: Durga puja. Through the Sharad Shamman initiative, the model is intent on constructing an emotional join with the youth.


This 12 months, Asian Paints Sharad Shamman has teamed up with artistic company Ogilvy for #ColoursOfPujo, a musical celebration of the various shades of Sharodiya that captures the carnival of spectacles and colors that leaves Bengal awestruck yearly.

Partnering Asian Paints within the musical journey are three famend Bengali bands — Cactus, Lakkhichhara and Goshai Gang — with every presenting a pujo particular tune, set in opposition to the background of a color that represents Sharodiya.

The blue Aparajita flowers, crimson Sindoor and yellow Atashi flowers will come alive, strung collectively with music. Each of the songs celebrates the approaching of the Goddess, and highlights the colors as they seem via the course of the festivities.

The goal is to take shoppers via a hall of childhood reminiscences.

Jaideep Kanse, General Manager-Brands, Asian Paints Ltd, says the model has all the time believed in celebrating creativity and artwork. Asian Paints Sharad Shamman is in its 36th 12 months.

“Colours are native to both Durga pujo and Asian Paints, and with this thought, we celebrate #ColoursofPujo this year,” stated Kanse.

Sujoy Roy, Managing Partner (Creative), Ogilvy, provides that Asian Paints has been an integral a part of Durga Puja for a number of years. “Every year, we pick a unique aspect of the festival and bring it alive. This year, we wanted to celebrate the colours of Durgotsav, colours that evoke memories, represent tradition and find prominence during the festival.”

As entrepreneurs look to interrupt via the litter, brands are fine-tuning emotional connections with related, passionate tales that resonate with their targets.

A social trigger

Standing up for a social trigger has been a good way for brands to strike an emotional chord with their audiences. Since India, the land of a thousand gods and goddesses, is dealing with a satan of its personal, style model Turtle teamed up with digital company Wunderman Thompson for ‘The lynching’, an animated movie on Durga Puja.

Fuelled by rumours, borne of intolerance and unfold on social media, incidents of hate crimes throughout the nation are on the rise, states the model, with harmless folks dropping their lives to senseless circumstances of mob lynching.

To spotlight this social evil, the model selected social media, “where such issues thrive and are spread to create havoc”. The event: Durga Puja. On Mahalaya, the auspicious day that marks the arrival of Goddess Durga, the intriguing movie was launched.

Needing round three months of painstaking animation, each body of the two minutes 17 second movie is a mattress of cloth with photo-realistic textures and patterns. Animated meticulously and layered with a goose-bump inducing soundtrack, the movie builds a dystopian, avant-garde world of evil.

The goal is to ship the essence of the message that ‘True faith doesn’t lynch; It weaves us collectively’, and make sure the threads of peace and concord are woven in shoppers’ hearts.

Senthil Kumar, Chief Creative Officer, Wunderman Thompson, says the movie that celebrates the arrival of the Goddess has a highly effective message for the nation. “If art can move people, this one will give you the shivers. It is an ode to Keep the Faith,” he provides.

Trends, the attire and equipment specialty chain of Reliance Retail, has additionally unveiled a new marketing campaign on the event of Durga Puja. With Bollywood heartthrob Vicky Kaushal and Janhvi Kapoor as model ambassadors, Trends’ new festive marketing campaign for the East /Durga Puja markets is trending, with creatives that weave within the model’s character and choices within the core message.


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