NEW DELHI: Rabindranath Tagore described the fragrance of autumn as one of shiuli flowers and incense. But the poet forgot one little thing – for Bengalis, the autumn air is charged with anticipation for Durga Puja, or pujo. Everyone – from the young and the old, prosperous or modest – comes together to celebrate this annual festival. Family gatherings, pandal hopping and festive shopping are de rigueur. But in the new normal post Covid2019, pujo will be different this year. What hasn’t changed is the zest for pujo in the heart of every Bengali: for it is not just a festival, but an emotion.
With this sentiment, jewellery brand Tanishq has launched its new campaign Ekotai Shundor, Ekotai Shokti (unity is beautiful, unity is strength), an ode to the resilient spirit of Bengalis. The campaign intends to kick start the season of celebration and encourages people to come together while adhering to safety norms.
Conceptualized by Tanishq and WYP Brand Solutions, the campaign features popular Bengali actress Mimi Chakraborty, who is also brand ambassador of Tanishq for the east region. The campaign dwells on the lore of Pujo and the myths of Maa Durga and is shot against the backdrop of rituals and traditions which are integral to Pujo.
The campaign attempts to put across the message, more relevant than ever in these times, that one cannot battle it out alone and the true essence of victory lies in the spirit of oneness.
The campaign also celebrates the Karigars and the entire ecosystem who infuse life into every aspect of pujo celebrations – from the potters who shape up Maa’s protima (statue) with dedication, to the daaker shaajer shilpi, to the ones who mould the dhunuchis (earthen incense burners) and craft the pradips (lamps) out of brass – essentially everyone who adorns Maa in all her festive glory.
Also pujo is not only a festival but also an industry which provides livelihood to various craftsmen. This year, the pandemic and cyclone Amphan have significantly impacted the overall wellbeing of karigars and the entire value chain associated with jewellery making.
With their campaign Ekotai Shundor, Ekotai Shokti, Tanishq urges Bengali women to make its latest collection – Aparajita a part of their pujo celebration and appreciate the efforts of Bengal’s karigars for their contribution. The new collection in yellow gold inspired by Bengali traditional designs is exclusively curated for Bengalis, and was released ahead of festive season this year.
Explaining the rationale behind the new campaign, Tanishq GM marketing Ranjani Krishnaswamy said that the campaign has been crafted to instill hope, positivity, and oneness which are intrinsic to pujo celebrations. “First came the pandemic and then came Aamphan and along with it, the realisation as to how no one can battle these adversities all alone. The campaign is inspired by the symbolism of Ma Durga, her avatar of Aparajita and the invincible force she represents.”
He described the campaign as an ode to the countless craftsmen for whom these few days of festivities are a crucial source of livelihood. “Even with reduced demand, they are pouring in their artistry with utmost dedication! These karigars are the foundation of the festivities, involved in evoking faith and devotion through the celebrations,” he added.
