MUMBAI: Durga Puja is one of the most auspicious festivals celebrated in India. With the aim to connect with its audiences and strengthen bonds, Max Fashion launched a beautiful TV campaign ‘Pujor Shuru Max E’. The film is shot with popular stars in West Bengal - Jisshu Sengupta and Nusrat Jahan.
The campaign revolves around the feeling of “Pujo toh eshei gyalo!” (Pujo is almost here!). With Durga Puja here, the excitement of Pujo begins a couple of months prior. The festive is all about shopping for new clothes, food, family and pandal hopping. Witnessing the city and its people gearing up for the festival is as exciting as the festival itself! In fact, most people begin their shopping too early as there’s so much to buy for themselves, family and friends. And once you’re done with shopping, the agonising wait begins which is even more beautiful.
MAX Fashion vice president of marketing Jiten Mahendra says, “Durga Puja season gives a great opportunity to connect with our primary TG which is family at an emotional level. Through this campaign, we have gone one step closer to our audience by taking an emotional high ground. We have contemporised Pujo celebration through this film at the same time kept the cultural nuances intact. We have shot the film in the local streets of Kolkata and the song is in Bengali.”
“We have made Nusrat Jahan and Jisshu Sengupta, the two famous celebrities in the industry as the face of the campaign which will for sure create an emotional connect with the customer,” he adds.
J Walter Thompson NCD Priya Shivakumar mentions, “The spirit of pujo is in the air months before the actual festival, with everyone counting down to the day with bated breath; and clothes are at the heart of all this excitement. The film captures these beautiful moments of anticipation juxtaposed with a treatment of cutaways. The parallel narrative of the city wearing its finery in the build up towards Pujo adds local flavour and character to the colourful festive mix of celebration and excitement, with a lilting track holding it all together.”
