এই প্রাণঢালা উৎসবে বারবার
আলো আশা ভালোবাসা মিশে একাকার
এই শরৎ তপনে প্রাণের স্বপনে
Even sitting hundreds of miles away from Kolkata when today also I hear these lines from the advertisement of Shalimar it automatically time travels me back to the childhood memories of Durga Puja and gives me goosebumps with the thought that Durga Puja is knocking at the door. This ad has become an inseparable part of Durga Puja. More than a decade ago, Shalimar rooted its branding with these Durga Puja based ads. These adverts were so well made in detail and characterization that it looked like a real depiction of the typical Bengali household where the melodious song playing the Durga Puja fun in the background, the spirit of homecoming, the joy of togetherness, and the strength of Biswas (trust).
The sound of Dhak and Dhunuchi Naach with the spirit of Puja can be felt in all the parts of eastern India and Garba with Dandiya has its taste of festival in north and west India. Durga puja campaigns witnessed archives of noteworthy narratives that look inside that various people come together for this celebration. These sentimental stories are weaved in various emotions; the joy of shopping online, the homesick inkling, and more.Durga puja ads have created a genre of their own. Probably no one knew how or where it first started. Maybe it was the Pujobarshiki, the beloved big fat storybook that Bengalis waited for all year. Or maybe it came first in the newspapers. We do not know for sure but we all indeed accepted the Durga puja advertisement with open hands. From community worship, through the worship of clubs and social organization, Durga puja has now moved to the era of sponsor’s worship.It has become one of the biggest marketing opportunities for a brand across various categories to reach out to their respective customers.
But this year the celebration is not the same. With the ongoing pandemic, the brands are also adopting the new normal of celebration and trying to portray the message of safe celebration through their advertisements. In Marketing 4.0 brands are considered as humans; as they are sensitive to their consumers and possess all the human traits. People in Asian nations measure taking precautions to combat this pandemic and safe celebration. Amidst all of that, several brands do what they will lend an aid. Running a promoting campaign throughout a worldwide pandemic may be difficult, however throughout the crisis their measure several brands reaching dead set facilitate keep their commodities safe or support folks that square measure out of labor. It's the correct factor to try and do, it additionally makes business sense as individuals square measure doubtless to recollect that firms square measure there for them. Brands measure stepping up, giving back, and reworking to deliver values to the individuals around them. With various ads and social media campaign brands are creating a need for a celebration of the festival as it is very much important during this current pandemic, to make people aware of the situation as if any short coming came then people will be going to suffer more as same applies to the brands also.
How Brands are incorporating the idea of safe celebration and helping each other?
The crisis can cause a long psychological shift in however we tend to do things. This makes it imperative for marketers to guide with lightness and adapt to vary to win consumer’s trust.
•The modification within the narrative: - shoppers expect a lot of heedfulness from brands in these testing times by addressing the larger issue than being an opportunist. One would expect that rather than resorting to product push methods, massive established brands can gravitate to sympathetic communication to attach with shoppers on a deeper level.
•Greater realization for safety: - Priority of health & upbeat, the concern of state and disruption in routine caused by COVID has instilled the concept of saving for a period in consumers' minds and can mirror through their behavior. Brands World Health Organization tick all boxes in such times by method of doing social smart or sanctionative a more robust tomorrow will certainly see AN dealing in demand and yield fruitful ends up in the post COVID era.
•Resilience can bear fruit: - Those that anchor communication around elementary electronic communication and align methods quickly, can pierce through and witness monumental growth. The one Google search that's consistent with late is round the vaccinium. Hope is what makes the United States go around. And hope and positivism square measure what brands should exude in these times. Not the type of hope that's utopian however one frozen in belief and also the core of what they signify.
Now how do you think that this year's advertisements will change? Let us now read how brands are creating emotionally appealing advertisements that create higher brand resonance.
Asian Paints Sharad Shamman ‘Dugga Elo Ghawrey’
Asian Paints Sharad Shamman (Bengali: এশিয়ানপেইন্টসশারদসম্মান) is an excellence award given to the best decorated Durga Puja Pandal in Kolkata. Since its inception in 1985, Asian Paints Sharad Shamman has been heralded as the true achievement for excellence in decorating the abodes for Goddess Durga. As time has progressed there have been numerous awards being given by many other companies for creative excellence, but still Asian Paints Sharad Shamman is considered the most important award and the rightful judgment for excellence. It is a trendsetter for all the later awards.
The fondest memories associated with Durga Puja are holding Maa (mother) and Baba's (father) hand and pandal hopping with street foods nothing has changed from childhood to adulthood. The advertisement also begins with the little girl getting sad as this year the old ritual of pandal hopping will not be possible. But as the celebration is made special by family, her family decides to decorate their home as a pandal and not to miss the most favorite street food phuchka was also there. Asian Paints has beautifully positioned their products all through the advertisement. They have sent a message that with family every occasion is a grand celebration.
MANKIND CELEBRATING KINDNESS
The celebration became a thousand times grand when we share our happiness with our close ones. We know that this pandemic has been harsh on a lot of people with lockdown and the downward trend of the economy. The advertisement very beautifully shows that "kindness resides in all of us, we just piggy bank to collect money for his friend who has not got a new kurta this year as his father's shop is not working well amidst the pandemic.
SHALIMAR CELEBRATING HOMECOMING
Shalimar has always depicted the soul spirit of Durga Puja very well. Here also they have very well shown how a little girl is missing her father who is working in the Indian army and cannot be with her like other's father who is working from home. She is also not sure whether this year all the rituals of Anjali to bhog to street food will be possible or not. Durga Puja is always about celebrating together with family whether bodily or virtually.
This emotion can never get old, the excitement gets bigger with each year. So here we are sharing a collection of Durga Puja ads from the past. Hope you all will like this.
Author : Binata Sen
Co-Author : Samrat Ganguly