Durga Puja in Kolkata is never just watched, it is felt. BPL is betting its Mini LED TVs can capture that feeling, and it has taken the idea to the streets with a large-format billboard in Salt Lake. The result invites passersby to step into Pujo, not just look at a television.
The visual shows a dancer in a white-and-red saree performing Dhunuchi Naach, with incense smoke rising from a clay dhunuchi. Behind her stands a decorated puja pandal, all displayed on a BPL Mini LED TV. After dusk, the billboard lights up, making the screen glow like the festival itself.
The billboard is built around BPL’s ‘Beyond the Screen’ proposition. Instead of leading with specs, the brand uses a ritual Bengalis know by heart, so the television feels like part of the celebration, not just a product placed in front of it. In a city where Pujo is the biggest stage of the year, that cultural connection does the selling.
The idea continues in stores. BPL is running festive retail activations at select outlets, where shoppers can see its Mini LED and QLED ranges in action. Festive offers on its home theatre TV range will run through Durga Puja, Navratri and Diwali. Together, the street and the store give the campaign two ways to meet festive shoppers.
