Durga Puja, the soul of Bengal, is more than pandals, dhaak, and festivities-it’s a celebration of stories, memories, and emotions. For over a decade, Ogilvy East, the regional arm of Ogilvy India, has been reshaping how brands communicate during the festival, turning clutter into culture. This year’s campaigns continued that tradition with innovative, culturally rooted activations that seamlessly blend creativity with community engagement.
The season kicked off with Coca-Cola’s red-and-white PET bottle sari, inspired by the traditional Lal Paar. Crafted from recycled Coke bottles by master weavers of Phulia, the sari merged sustainability with heritage, becoming a symbolic accessory for the 75th Ballygunge Cultural Pujo. From Sindoor Khela to Instagram feeds, the initiative highlighted how global icons can harmonize with local tradition.
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Next, Eveready Ultima captured attention with its record-breaking toy truck, powered entirely by Ultima AA batteries and certified as the world’s largest by the Asia and India Book of Records. The truck transported the idol of Ma Durga to the Pujo of Vikramshila, an NGO for children, delivering awe and joy directly to its young audience.
“Durga Pujo is a powerful platform, and this year we focused on pure joy. With Asia’s largest toy truck powered by Eveready Ultima AA batteries, we brought smiles to underprivileged children at Vikramshila. Campaigns like these aren’t just about visibility-they create real-life impact,” said Anirban Banerjee, CEO, Eveready Industries India Ltd.
Asian Paints Sharad Samman marked its 40th anniversary with a nostalgic ode to Kolkata’s iconic yellow taxis. Forty cabs were transformed into moving installations, representing four decades of Pujo celebrations, while mascot Gattu returned in the film Choltey Choltey Chollish, celebrating music, creativity, and community spirit across generations.
“Festivals mirror societal evolution. Through this campaign, we reflected Kolkata’s journey and the creative spirit that defines Pujo. The transformed taxis brought four decades of celebration alive on the streets,” explained Amit Syngle, MD & CEO, Asian Paints.
Nestlé Nangrow introduced the Junior Dhunuchi, a child-safe, smoke-emitting toy, allowing toddlers to participate in the iconic Dhunuchi Naach, while Sunlight detergent unveiled a photosensitive pack that revealed alpona motifs in sunlight, turning a daily household item into a festival artifact.
“Pujo is a dynamic canvas. At Ogilvy Kolkata, our mission is to transform brand presence into purposeful engagement. Creativity that serves culture doesn’t just attract attention-it enriches the experience,” said Roshni Mohan, EVP, Ogilvy Mumbai & Office Leader, Ogilvy Kolkata.
Looking back at past campaigns like Coke’s Happy to Queue or Eveready’s Light Idol, Ogilvy’s approach has remained consistent: brands shouldn’t interrupt Pujo-they should become part of it.
“Durga Puja is Bengal’s crowning cultural jewel. Advertising shouldn’t be a noisy gate-crasher-it must earn its place. Ogilvy East ensures brands are not only seen but woven into the smiles, stories, and rituals that make this festival unforgettable,” added Sujoy Roy, Chief Creative Officer, Ogilvy North.
